CLIENT_Coolway. CAMPAING TITLE_Up to you. LOCATION_MICAM-Milan. YEAR_2015. DIMENSIONS_60m². ASSISTANT_Carlos Olagüe. ABOUT_ The motto “It’s up to you” provided the backbone of the stand designed for the Spanish shoe manufacturer, Coolway, at the MICAM trade fair. The idea was giving it a mountain look, according to the inspiration of the brand’s new collection. Therefore, the booth walls were covered with motifs such as Indian dreamcatchers, feathers and jagged mountain peaks, evoking the wild landscapes of the Rocky Mountains or the Grand Canyon. This time, aesthetics sought out two concepts: nature and craftwork, both emphasizing the main features of the latest collection. And so staple materials, such as natural wood, canvas, hemp ropes and strings, helped set up the structure of this base camp. The final touch was the name and logo located on the front side: a kind of a Far West sign illuminated by embedded bare bulbs welcoming cowboys, and cowgirls, to the saloon.