FORMAT


A major problem with traditional trade shows and agent showrooms is the loss of  clear identity of individual designer collections. Since its beginnings, Area set a new artistic concept and standard in showroom presentation. No other show in the world has consistently presented independent designer's work in a more individual and personalized manner. Its spaces and installations are designed by the designers themselves following a simple fundamental and revolutionary format, allowing them the maximum possibilities  to present a clear and unique identity and merchandising concept of their collection for retailers and journalists within the exhibition space. 

  • A simple space with one entrance and open floor, and minimal basic lighting.
  • Each individual exhibitor is responsible for his/her individual area and presentation of his/her collection--décor and furniture: racks, tables, chairs etc.. A priority is placed on artistic quality and presentation giving the designer maximum artistic freedom to express the collection's concept to the fullest extent possible.
  • Exhibitors as a whole, are responsible for the total presentation including layout, common area furniture and decor, positioning of the collections, signage, food and beverage, promotion and administration.



  Layer-0: "No comment"  at Area edition 22, October  2008.





   
Geoffrey B. Small: "Home Sweet Home" installation  at Area edition 22, October  2008.



  Volutio Anna Kleihues  at Area edition 22, October  2008.


  Live and Let Live  at Area edition 22, October  2008.






 Anna Kleihues "Volutio"   at Area edition 21, July 2008.








 
Alessio Zero's Layer-0: "Feel your Touch"  at Area edition 19, January 2008.





   Kohshin Satoh  at Area edition 19, January 2008.





    
Rose & Sassi intallation at Area edition 16, March 2007.



   
Megyn Florence and Pixit: "Elementary"  at Area edition 16, March 2007.



 
b.o.r.n.  by Norbert Fiddelers  installation  at Area edition 16, March 2007.



   Rich Saguaro "materico"  at Area edition 16, March 2007.    

   

Kohshin Satoh "the beauty of the dark"   at Area edition 16, March 2007.




   
Area edition 12 main view , March 2006.




  Megyn Florence "1+2"  at Area edition 12, March 2006. 



Delle Cose at Area edition 3,  March 2004.    



Philipe Roucou  at Area edition 6,  October 2004.



  Werkstatt Munchen by Klaus Lohmeyer  at Area edition 9,  January 2005.

  Rene Talmon L'Armee  at Area edition 6,  October 2004.

Josep Abril  at Area edition 9,  January 2005.



 Rene Talmon L'Armee  at Area edition 4,  July 2004.



    Firma Berlin  at Area edition 9,  January 2005.



  X by Intuitive "The barons of the first world war"  at Area edition 9,  January 2005.



    Catherine Giacomini at Area edition 9,  January 2005.


Yiorgos Eleftheriades  at Area edition 9,  January 2005.



  Tatiana Lebedev  at Area edition 5,  September  2004.



Communal swimming pools  at Area edition 5,  September  2004.



 
 Intuitive  at Area edition 3,  March  2004.





 Marcus Stich  at Area edition 4,  July 2004.



  Marcello Scunzani  at Area edition 9,  January 2005.



   Sue Brett at Area edition 6,  October 2004.




  Bad Spirit (background) at Area edition 6,  October 2004.



Josep Abril "Only dead fish follow the current"  at Area edition 2,  January 2004.



  House of Done at Area edition 12,  March  2006.



   Intuitive installation  at Area edition 2,  January  2004.



  Marcello Scunzani  at Area edition 4,  July  2004.




 
Area concept shop installation by  Riccardo Coppeta and Julien Garouia at Area edition 5,  September  2004.



  Absinthium installation  at Area edition 9,  January 2005.

  Maiami at Area edition 9,  January 2005.


Firma Berlin (left background) and P van Lef (foreground right)  at Area edition 9,  January 2005.

 
Geoffrey B. Small and Live and Let Live  at Area edition 12,  March  2006.