Art Direction & Design: Andreas Seegatz

Photography & Video: Nicolas Seegatz

Styling Collaboration: Fulvia Carmagnini

The long standing collaboration with Casa Bugatti continues with the design and realization of their exhibition booth for the Host fair in Rho, Milan.

As in previous years, the stand’s architecture focuses on showcasing the quality of Bugatti’s products and the precise harmony of colors and forms that define the brand’s coordinated image. The brand’s signature colors: red, white, and black, play a key role. The logo stands out clearly, while the nearly all-black surfaces, made of reflective velvet, reveal a rich range of subtle gray tones.

The choice of materials is crucial here, as Bugatti is widely recognized for the refined finishes and textures of its products.

An elegant tone also defines this year’s design, especially in the presentation of the cutlery collections. The most distinctive architectural feature is the series of vertical pillars displaying the cutlery sets. Bugatti places special value on this product line, as every stage of production, from design to manufacturing is managed entirely in house.

To best highlight the colors and materials, the pillars can be rotated, giving each set of cutlery a sense of prominence and dignity. Inside the stand, visitors experience a unique feeling of familiarity: the symmetrical arrangement of tables and shelves displaying the small appliances evokes the atmosphere of a refined night bar.

In line with Bugatti’s commitment to sustainability, the stand’s materials were carefully selected for reuse, and even the display pillars are fully modular components.