In february, 40 000 visitors discovered the metamorphosis of the famous Première Vision trade fair. French designer Eric Jourdan and art directress Francesca Avossa redesigned the entire set as a white town made out of translucid Corian. From signage and furniture (purpose-designed and custom-made) to the architectural resolution of stands, reception counters and restaurants, the new all-over scenography assert the contemporary and cosmopolitan character of the world’s most famous textile show.
The new story-line is that of the international city: sober, geometrical, composed of small buildings/showrooms – an architectural landscape of clean white cubes that carry the plethoric content of the fair. White boxes in white blocks open screens for private viewings: 100 00 m2 of homogeneous, neutral, dynamic and timeless space in pristine showcases, where exhibitors can display their explosion of colours and textures in fabrics.
Arrays of soft verticals shape superstructures made vibrant by silk-screened drapes, which introduce variations of materials and weaves in plays of light and shadow while conserving the privacy required by exhibitors.
Stands are built of aluminium frames clad with Corian from floor to waist, and hung with textiles up to ceiling height.
All the fit-out furniture supplied to exhibitors is purpose-designed and custom-made for the new scenography. This item alone was on a scale that would set makers dreaming at any time: 4000 chairs, 9000 stools, 3 700 tables and 3000 storage units!
Elegant and minimal lines respond to industrial constraints and also address practical problems such as transport: the whole show – stands and furnishings – has to fit into 17 semi-trailers.
Foldable and stackable, the furniture is in steel and wood; the lamps are in roto-moulded plastic, with steel base.
Handled in black and white to match the general codes of the set, signage is designed for two levels of perception:
– Permanent signage to identify halls, aisles, exhibitors’ stands and services… and for direction-finding and information: easy-to-read, rational, restrained graphics;
– Seasonal signage to identify various sectors of activity. Able to evolve year-round, expressive and decorative, embodying seasonal trends and evoking the cosmopolitan spirit of the trade fair, its cross-overs and experimentation.
Photos credits: Ribon
Eric Jourdan / Designer
By 1989 Eric Jourdan was already working for the Fondation Cartier and Galerie Neotu. Later, he did the layout and furniture for Cartier USA in New York, and in 1993 was part of the Tim Thom project team (Thomson Multimedia) led by Philippe Starck. Since 2000, he has been represented by the Peyroulet gallery. In 2004 he received a Red Dot design award for the Snowdonia sofa (Ligne Roset). Eric Jourdan is currently collaborating with Ligne Roset, Cinna, Daum, Ecart International and Domeau & Pérès.
Francesca Avossa / Art directress
Francesca Avossa accompanies trade labels and signs in redefining and evolving their image. Her professional activity spans advertising, fashion, design and decoration. After directing the visual identity of Galeries Lafayette, she became a consultant for name firms like Sentou, Ligne Roset and Cinna. She laid out the Silvera showrooms, and designed scenographic layouts for Philips, Baccarat and Galeries Lafayette… As for fairs, prior to Première Vision, Francesca Avossa redesigned the overall scenography for the Paris furniture fair and the new trends spaces at the same venue.