Corporate | 14 February 2018


During the 2017 IFSEC international trade show, which took place from 19-21 June in London, Comelit’s new corporate stand was inaugurated, the result of over a year of work by our architects from the Habits of Milano studio who, thanks to close collaboration and a strong synergy with Comelit and its stagers, very professionally created a striking product.
For Diego Rossi, founder and creative director of the Habits Studio, the challenge of this project was to translate the language developed in product design over the years, into an architectural representation. He wanted this space to convey the constant innovation that characterises the range of Comelit’s products and all of the values that that entails, from technological research to meticulous attention to every detail in the product experience. As Rossi explains,“The stand is meant to serve as an entrance into the Comelit world. The space is open, airy, and transparent. The inclined walls emphasis the sense of perspective and invite visitors into the centre of the space where they can enjoy a 360° view of Comelit’s products and begin their tour. Furthermore, large meeting tables are positioned in the middle of the space. The choice of placing them here stems from a desire to put man and relationships in a position of primary importance. This is why great emphasis was placed on improving the level of comfort in the space, using materials that absorb sound so as to reduce noise and a surface lighting system that recreates natural lighting conditions.” One of the most interesting aspects of the project, continued Rossi, was without a doubt the superimposition of multimedia content onto the physical products mounted on the walls. It is a completely new way of displaying products which exploits the concept of augmented reality. The technology employed uses special projectors that make it possible to project from such a short distance that the graphics and the product seem to become one.
This innovation permits the management of variable content that is subtly superimposed on the  architecture, resulting in a more uniform and integrated image as compared to traditional systems with monitors and televisions. Furthermore, the content is visualised directly on the product, increasing
comprehensibility, detail, and impact.