100 sqm at Salone del Mobile — Jaipur Rugs, Fiera Milano

Client: Jaipur Rugs · Event: Salone del Mobile · Venue: Fiera Milano, booths C10 and C12, Pavilion 1 · Dates: 16–21 April 2024 · Size: 100 sqm · Sector: Furniture / design

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The challenge

Salone del Mobile draws the most design-literate audience in the exhibition calendar. Furniture designers, architects and specifiers fill the halls. They read a joint, a reveal and a finish the way a chef reads a plate. As a result, a stand that passes without comment at a trade fair gets judged here on detail alone. Two adjacent booths added a second problem. C10 and C12 had to read as one 100 sqm room, not two stands sharing a wall.

The build

The signed contract specifies a wood structure built from recycled materials. We delivered exactly that. The stand uses a recycled timber structure, natural-material walls and recycled carpet underfoot. In other words, the sustainability sits in the fabric of the stand rather than on a sign. At 100 sqm it is one of our largest documented builds, and our most design-critical placement.

Three rooms, one stand

The signed quotation annexed to the contract sets out how the 100 sqm was used. A wooden MDF overhead structure framed three separate rooms, each with its own customised entrance, so visitors moved from room to room the way they would through a house rather than looking into an open booth. The ceiling was closed with black fabric, so the only light in the space fell on the rugs. A vinyl floor ran throughout, and two storage rooms with sliding doors kept stock and packaging out of sight.

Rugs as the walls

Hand-knotted rugs are heavy, and they only sell if they hang flat and straight. We hung them from steel wires on a chain-and-tube system, so each rug could be levelled on site and changed without touching the structure, and fixed further carpets directly to the walls. 3D die-cut frames and 20 framed photographs placed beside the rugs told the artisan story without a single screen dominating the room.

Two chandeliers hung from a steel beam, with spots and projectors placed to light each rug face on. One 55-inch screen, a coffee point and a mini fridge covered hospitality. The client’s furniture was delivered to the venue, and our crew unpacked and arranged it to the exhibitor’s plan and mounted the logo on site.

Handover before Salone opens

Under the contract, the stand had to be fully assembled and handed over before the fair opened on 16 April, then dismantled once it closed on 21 April. At Fiera Milano Rho that means the rugs go up last, after the structure, ceiling and lighting are finished, so no dust or paint reaches the product. Electrical sockets were placed to an agreed electrical plan, and everything else, from cables to the final lighting focus, was done before handover.

Why it matters

For a large-footprint enquiry, this is the most persuasive entry in the Echo Expo portfolio. It answers the only question that kind of buyer actually asks: have you done this size before, and where? The answer is specific. 100 sqm, named booths, a named pavilion, Fiera Milano, six days. Moreover, the sustainability credential is contractual rather than marketing. A buyer under ESG pressure can dismiss a sticker. However, they cannot dismiss a recycled structure, natural walls and recycled carpet named in a signed contract.

Services delivered

Design and 3D visualisation · custom fabrication with recycled and natural materials · graphics · installation · on-site supervision · dismantling — end to end from our own production base.

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