Moroso Booth Design

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Step 1: Extract Brand Elements

a) Embraced Nature

b) Diversity in Design

c) Craftsmanship

Step 1: Extract Brand Elements

Of the 3 values, family runs deepest. Agostino and Diana Moroso founded the brand together in 1952, and it is still family-run today. So the visual code began as a homage to them: I pieced together the landscape of their home region, Friuli, and turned it into the pattern behind the booth’s plan, fixtures and graphics.

Step 2: visual Code Brand DNA → moroso Founders

Step 3: color Strategy

Step 1: Extract Brand Elements

Green is taken from the landscape, carrying on Moroso’s love of nature while pink is lifted from the brand’s current burgundy and brightened into a light tone, so it holds up on screen and signals where technology and touch come in.

Step 4: Apply DNA into Space, Javits Center Booth

Step 5: Transfer 2D→ 3D

The code is first tiled across the full footprint, then edited for circulation and program. Shapes from the underlying Friuli landscape layer are then extruded into fixtures, ceiling and display volumes, carrying one set of contours from floor plan to signage.

Step 1: Extract Brand Elements

step 6 : Selected product - A. Pebble Rubble, Front Design

B. Lakelet, Front Design

Step 7: Design Insight →

Pebble Rubble and Lakelet are modular: their value lies in the countless ways they combine. But at a fair, visitors only ever see one fixed arrangement. The pieces are too heavy to move, and a sales associate can’t show every option.

Step 8: Design Opportunity ↓

What if visitors could compose the collection themselves, in seconds, and leave with a layout they could actually order?

Mission Statement

“Pebble Field puts Moroso’s collection in visitors’ hands. They compose, discover how freely it adapts, and leave with a real layout, a card that keeps the brand in mind and gives sales a reason to follow up.”

Step 9: Pebble Field - Interactive Design Principles

A) Behave Like Nature

No single right layout. Each visitor finds their own combination, and every one is a real, buildable product.

B) Many ways to sit together

No single right layout. Each visitor finds their own combination, and every one is a real, buildable product.

C) Celebrate the Craft

Surfaces come from Moroso’s own upholstery and glass: bouclé, chenille, knit, Big Pois, float and iridescent glass.

D) Play To Purchase

Every session ends with a card a sales associate can act on. → Takeaway UI.

Step 1: Extract Brand Elements

4 principles keep the installation balanced between two jobs: showing the product accurately, and letting visitors feel the brand. Each principle pairs one Moroso value with one piece of product information.

Step 10: Pebble Field - Interactive Design Principles

Step 1: Extract Brand Elements

The journey follows one visitor from the aisle to home. Motion draws them in, touch keeps them there, personalizing a layout reveals how playful and versatile the collection is, and sharing and the takeaway carry the brand beyond the booth.

User Flow A: Motion to Interaction

Status A /
Pebble drops as its default mode.  

↓  

Status B /  
Tap to form a realistic Pebble Rubble + Lakelet set.  

User Flow B: Personalization Variables

Control A /

Control A /
Choose and apply Moroso's own upholstery fabric to the piece.

↓  
Control B /  
Add or delete more of Pebble Rubble or Lakelet model.

↓  
Control C
Tap to alter direction.

User Flow C: Takeaway Your Experience

Status A /

Status A /
After customizing, tap ‘Save my layout’.
  
↓  

Status B /  
Scan the QR code to save this layout and bring it back home.

Step 11: Experience it in Space

Step 1: Extract Brand Elements

A projected prototype simulates the installation at full scale. The film walks through the core interaction (drift, touch, compose, save) and tests how the pebbles’ motion, texture and color hold up as a large-format image in a real room.

F01 - Fixture Plan

F02 - Rendered Fixture Kit

Techincal Drawing - MB01

Step 1: Extract Brand Elements

Fixtures. The fixture plan keys 12 custom fixture sets and 3 screens to the booth layout. The iso kit shows them as one family: the same Friuli contours, finishes and color code, each shaped to hold or frame a specific Moroso piece. One typical fixture, the info desk (MB-01), is developed further into a technical drawing set.

Graphic + Signage Design