Italian designer Ilaria Marelli presented two installations (The Secret Garden & Micro Macro) for the summer edition of Pitti Immagine Fashion shows in Jun 2009, the installations created a dialogue between nature and artefact, between fairytales and reality.
“The Secret Garden”, is the first installation by Ilaria Marelli for Pitti Uomo, which was presented during 16-19 Jun 2009 in Florence, Italy.
+ Project description
NEW BEAT(S) – The Secret Garden
In Florence at the Fortezza da Basso the 76th edition of Pitti Uomo fair has taken place boasting the latest trends in men’s fashion.
On this occasion and thanks to the exhibit design by Ilaria Marelli, the hall of the New Beat(s) segment of the fair has turned into a luxuriant secret garden where “real” natural elements meet abstract and stylised expressions of nature.
The suggestive installation ‘The Secret Garden’ shows an impressive and artificial flowered hill, which covers the facade of the Lyceum and acts as the main entrance. Ilaria Marelli chose to colour the hills in a sunny yellow and dressed them with white kite-petals, which move in the wind like beautiful field flowers.
Inside the pavilion, the central area turns into a big green lawn with little yellow hills on which to sit on and rest like in an unexpected park. The kite-petals are discomposed and re-arranged in vaporous white clouds which move freely in the sky-ceiling like blown out dandelions.
In this relaxed and sunny atmosphere the side-rooms are disclosed to welcome the collections of the new brands on exhibition at the New Beat(s), disposed in different vegetal landscapes, which remind of a diversified botanic garden.
The visitor can encounter the cactus room with big succulent plants immersed in a sand beige carpet; a Zen garden with abstract and polished trunks, fixed with their roots on a white stone ground; the bamboo forest which stands on a floor of coconut fibre; the room of the climber with a wall of thick green ivy and at last a poetic scenery made out of trees covered with light white cloth.
In the design of Ilaria Marelli all the elements of the installation are merged with the environment of the exhibit space like dunes in the land, thanks to the coating, which rises from the floor and covers all the surfaces in a homogeneous way.
+ About New Beat(s)
New Beat(s), event which reached the twelth edition, represents the area reserved for the debut of young talents in occasion of the international fair, Pitti Immagine Uomo, which twice a year presents in world premiere the collections of male clothing and accessories.
+ About designer, Ilaria Marelli
Ilaria Marelli, architect and designer, founded in 2004 the creative lab ilaria marelli studio, specialized in product, exhibition and interior design. The studio also provides strategy and trend consultancy to fashion and design companies.
Ilaria Marelli has designed products and collections for Cappellini, Cassina, Zanotta, Fiam, Bosa ceramica, E&Y, Invicta, Coin, as well as merchandising articles for Lancia Y cars and unique pieces for international exhibitions.
She develops fashion and design exhibit projects – for example the Pitti fashion events – and designs both private interiors and showrooms, like the Aquagirl select shop in Tokyo.
Ilaria Marelli was designated by the Italian Culture Ministry to be member of the first Italian Design Council, and she is promoting the first Italian project of co-housing.
In 2008 Ilaria Marelli has received MILANODONNA Award 2008, “Giovani Donne” (young women) category, founded and assigned by Milan mayor Letizia Moratti. Ilaria Marelli teaches industrial design at Milan Politecnico and collaborates with Poli.design on applied research projects.
Her projects has been published in art books, and magazines like Domus, Abitare, Interni, Frame, Casa International China, Wall Paper, Surface, and obtained the cover of Elle Decor, Box and a+d+m.