This exhibition design and identity comes from Italy-based Mathery Studio and was created as part of the Hangzhou International Design Week in China. An interactive space for kids set up in a shopping mall, Tubo is made up of a series of white-framed, food-shaped structures and surrounded by perforated walls.
Like a magnified pin board, the space looks sparse but still kid-friendly and fun, with pools of colourful foam tubes taking over the space. The idea is for children to “fill up the holes of the structures using the foam tubes,” the studio says. “They can stick, tie and slot them in however they like to create a 3D colouring effect.”
Playing with the idea of colouring in and the interaction of objects and shapes to make new ones, the studio hopes a completely unique landscape will be created. “With the continual addition of Tubos, over time the space will become a creative, colourful scene of furry food.”
To accompany the space are some beautifully shot campaign images used to promote the exhibition. Well-dressed, deadpan kids use the foam tubes as hats, shields and blindfolds, adding yet another use for these inanimate, spongey objects.
About the Author
Rebecca became staff writer at It’s Nice That in March 2016 before leaving the company at the end of 2017. Before joining the company full time she worked with us on a freelance basis many times, as well as stints at Macmillan Publishers, D&AD, Dazed and frieze.