Macef 90, Fiera Milano,
designing a joyful festival
Macef, the historic housewares trade fair in Milan, reaches its 90th edition and wants to demonstrate its ability to stay in step with the times.
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Frida Doveil and Mario Trimarchi designed a widespread, detailed branding system that transforms this year’s fair into a joyful, unexpected festival. The color of the traditional logo has been changed, with the addition of the number 90 formed by a comma and a period, indicating the intention to start over with a new chapter. The logo has also been inserted in a pattern with the form of a three-dimensional multicolored solid, and an irregular surface based on the geometric development of that solid. The colors are those utilized to indicate the five different merchandise areas of the fair. We also designed the special zones of the fair, the installation and the graphics of the two theme exhibitions “Storie del quotidiano” and “Valori plastici”,the signage, and the decoration of the large fair spaces of the Services Center.
The 90th edition of Macef was able, thanks to the versatility of the graphic system, to link together the various display areas inside the fair facility at Rho, and to make the collateral events held in the same period in various commercial spaces in Milan easily recognizable.
Photos by Riccardo Bianchi
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