A beautiful showcase of craftsmanship at the world's leading furniture fair

When DEDON was set to exhibit at the Salone del Mobile in Milan, the goal was to create an exclusive brand universe centered around the company’s luxury outdoor furniture. The architectural concept for the booth was developed by designer Henrik Pedersen, while Ambiente was responsible for bringing that vision to life at one of the world’s leading design and furniture trade shows.

Zone-Based Experiences
The booth was designed as a series of interconnected zones, guiding visitors naturally through DEDON’s various furniture collections and universes. Three striking, fabric-covered rotundas hovered above the booth, utilizing the hall’s height to define the space and tie the different zones together into a single, cohesive narrative.

Good craftsmanship makes the impossible possible
Some design ideas look simple on the drawing board. It’s only when they’re actually built that their complexity becomes apparent—and that was the case with the floating rotundas. Producing and installing large, fabric-covered structures with a light and precise appearance requires both technical insight and precision craftsmanship. The fabric had to be stretched and finished perfectly, the proportions had to be maintained, and the entire structure had to appear light and effortless, even though the underlying technology was anything but simple.