To highlight the unique features of the new composite granite colour and the durability of the Silgranit product line, a sculptural monumental structure has been designed that shows the juxtaposing qualities of concrete as used in interior design. Boulders were cradled by a clear acrylic base mounted on thin metal rods, creating tension that evoked the strength of the material and the airiness of the gray colour.

In spite of its gracefully balanced monolithic form, the sculpture explored the juxtapositions of masculine and feminine, rough and refined, heavy and light. Inside the structure, one will find a balancing sculpture made from pieces of Silgranit sitting on a bed of granite sand, allowing people to reflect and get a close-up view of the new colour offering. For a further visual expression of the campaign, the media sample kit features custom moulded concrete lids that mirror the geometry of the structure. In the end, the result was a brand activation space that came out to be both interactive and reflective, as well as a piece of art that was certainly out of the ordinary.

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SEVICES DELIVERED:

Spatial Brand Activation Marketing Strategy

Spatial Programming

Exhibit Design Architecture Design

Exhibit Graphic Design

Fabrication Project Management