CLIENT_Victoria shoes. CAMPAING TITLE_Hundred years of first love. LOCATION_ Berlin & Milano YEAR_2014-2015 ABOUT_ “A hundred years ago, Gregorio met his first love. And he created a shoe that would bear her name”. This is how the tale begins for the Spanish shoe manufacturer Victoria and this stand is another chapter in a different kind of love affair; a love affair that started back in 2009 when Josep Ruà designed his first stand for Victoria. Now, in 2015, they are still getting along so well, as the stand commemorating the 100 anniversary of the brand clearly shows. The booth was Victoria’s flagship in the two most important trade fairs of the year: Milan and Berlin. Iterative key patterns on the hydraulic tiles, straight lines and right angles, the casual, elegant simplicity of geometry to highlight the bright colors of the shoes neatly arranged on the shelves around the space. Once again natural wood works as the unifying element turning the stand into a welcoming space, as if entering an authentic shop. Other small details complete its cozy atmosphere such as the glass urns containing white trainers, the bulbs shining into cage-like lampshades or the bicycle wheels peeping from below a shelf: classic elements with a touch of modernity. And this little design story goes on…   

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