Dreamland
Highlight Product Innovation for Unique Store Fixtures
The design goal was to showcase stone in an innovative and unexpected way. In response to portraying a positive message in a challenging time, the symbols of rainbows and clouds are used to provide wonder, light-heartedness, and whimsy. Designers wanted to challenge the norm by designing the space to communicate a dreamy atmosphere that would not normally be associated with stone.
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Unique Store Fixtures Interview
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Dreamland Highlight Product Innovation Press Releases
For Dreamland, we offer press releases in multiple languages, including: English.
Dreamland Highlight Product Innovation Media Articles
Access our collection of Dreamland articles, ready for use and offered in languages: Turkish, Arabic (Standard), Indonesian, Dutch, Hindi, Korean, Japanese, Russian, Chinese (Mandarin), Spanish, German, French, Portuguese and English.
Unique Properties
The design transforms heavy, solid stone slabs (widely used in countertops, and some vertical applications for wall cladding) into light and soft clouds. Stone slabs are is often cut at right or sharp angles and are not associated with any kind of quote unquote softness. To turn this expectation on its head, the space was designed to communicate a dreamy-like atmosphere that would not normally be associated with the product.
Tags
dreamland, interior installation, interior design show, IDS
Production Technology
Making this design a reality was a combination of waterjet cutting Caesarstone quartz, CNC’d plywood and welded structural steel. Bases and subassemblies were created in plywood in order to make it light and durable. This base allowed heavier Stone product to be fastened while still keeping the shape. Many of these shapes also had a heavy structural steel base allowing things like the cantilevered stone clouds and floating rain clouds. The 4” base of the exhibit booth doubled as both a floor and a shroud to cover the steel sub-framing which was necessary to hold the sheer weight of the Caesarstone. The challenge of lighting every piece of stone with LED lighting was also made possible though the subfloor where low voltage wiring was placed and housed many of the UL approved drivers. Seamless access panels were created in the floor in order to make final connections and make it serviceable during the show if necessary. The back wall of the booth was made similarly top the floor and was all shop painted MDF with precisely CNCd hanging cleats into the MDF which allowed hanging the clouds securely. This allowed for seamless installation and rigidity.
Design Challenge
Engineering and fabrication was the most challenging part of the installation. Manipulating our product into shapes and applications that we had never done before took some experimentation and redesign. We were not constrained in any way by any cultural, legal, or technological limitations.
Project Duration
Project brief started in August 2019 and the project was installed in January at the IDS 2020.
Operation Flow
The installation was conceived as a space in which someone would walk through, and interact with different materials, from soft furnishings to solid quartz slabs, throughout. While the installation was static, it was the participants that transformed as they walked the space. They transformed from either hard-core design critics or afficianados to kids taking pictures and laughing in surprise at the various elements, thus opening their minds to new ways of seeing the product.
Research
Research began with international trend forecasting sources. The research tools used included social web sweeps, WGSN reports, Trend Union consultations, consultations with past Caesarstone collaborators, in-market visits to design fairs. Once narrowed down to Jonathon Adler, a design brief and criteria for what we wanted in the installation design was created. *Answer provided by Liz Margles of Caesarstone
Inspiration
To build something purely joyful, whimsical, positive, light-hearted yet definitely designed, and to emote a sense of wonder and ease through the space. The inspiration came from combatting negative world events and Jonathan Adler's design sensibility. The technical background was a challenge, as it is way more serious, technical, and measured than the whimsy of the result would imply.
Image Credits
Alex Lukey
Project Overview
Dreamland Highlight Product Innovation has been a Silver winner in the Interior Space and Exhibition Design award category in the year 2020 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.
Silver Recognition
Unique Store Fixtures was recognized with the coveted Silver A' Design Award in 2021, a testament to excellence of their work Dreamland Highlight Product Innovation.
Unique Store Fixtures Press Releases
Explore the world of Unique Store Fixtures through our press releases, designed for media members to use freely and enrich your content. Journalists, gain instant access to 4 press releases today.
Unique Store Fixtures Unveils Dreamland Design at IDS 2020
Unique Store Fixtures presents Dreamland, an innovative interior installation, at IDS 2020, showcasing product innovation and whimsical design.
Unique Store Fixtures Newsroom
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