Serado, Istanbul Furniture Fair 2023
Room settings rather than a product grid — the visitor walks through something that reads as a home, then meets the collection.
- Client
- Serado
- Fair
- Istanbul Furniture Fair 2023
- Year
- 2023
- Location
- Istanbul, Turkey
- Sector
- Modern furniture
- Stand area
- 160 m²
A furniture stand can be organised by product or by room. Organising by product is easier to build and easier to restock; organising by room is what actually answers the visitor's question, which is not "what does this sofa cost" but "what would my living room look like".
This plot was built as living-space settings the visitor walks into: defined rooms, domestic lighting levels rather than hall lighting, and circulation planned as a journey with an order to it. The trade-off is honest and worth stating — a room layout shows fewer pieces than a grid of the same area, so it only pays when the range is coherent enough that seeing less of it sells more.
What we did
- Living-space settings the visitor walks into
- Domestic lighting levels instead of flat hall light
- Circulation planned as an ordered journey through the plot
- Fewer pieces shown, each in a context that explains it
