The Cascade Coil stand, designed by Australia’s renowned architecture and design firm Hassell for DesignEx 09, created a striking presence at the Melbourne Convention and Exhibition Centre. DesignEx is one of Australia’s premiere interior architecture and design events showcasing a vast array of new products and services.
The gold mirror finishes and glowing floor of the Cascade Coil stand provided a backdrop against which to display the utilitarian yet sophisticated woven wire mesh product.
The site was very influential in the design of the exhibition stand as the elements of modularity and mobility were crucial to its success. The stand was designed as a travelling exhibit, assembled from modular pieces that could be put together and pulled apart easily. The corner location allowed people to view the stand from multiple angles which emphasised the scale and changing dynamic of the stand’s suspended sphere and reflective surfaces.
Although only 12 sqm, the stand’s size is exaggerated by the use of mirrored surfaces; the reflective wall panelling adds greater depth, challenging the idea of weightlessness and scale, creating a magical world of reflection and illusion. Layered curtains of shimmering mesh are suspended overhead. Mirrored discs suspended within these curtains create the illusion of a floating gold sphere. The light from the glowing floor below magnifies the intensity of the gold as it reflects and refracts the light from its surrounds, expressing the strong, yet lightweight, transparent nature of the product.
The stand targets a rigorous aesthetic reinforcing the singular nature of the product. Gold and its amplified forms are suggestive of quality and linked to a confidence that this product is one to be aspired towards.