With ARNO DESIGN, the legendary brand of ski fashion hits the slopes again.
“Please do not design a stand to represent our company at the ISPO trade fair.” Words to that effect were the basis of Jet Set’s request to ARNO DESIGN to construct a trade fair stand. After years of withdrawn silence, the company synonymous with luxury ski fashion famous in the 1980s and headquartered in St. Moritz, Switzerland planned its stunning comeback at ISPO 2011 in Munich, Germany.With this order in mind, ARNO DESIGN refrained from including anything in its design that one would expect from a conventional trade fair stand. There were no closed walls, no meeting booths, no branding to speak of and no isolation from the hustle and bustle of the trade fair.
Elitist, provocative and full of color – this is how the sport fashion label was staged in the midst of the busy trade fair. Warhol’s Factory provided both the ideas and the stage for Jet Set’s luxurious designs. From the outside, visitors looked at large-format images of New York in black and white, mountain landmark cities such as St. Moritz, Davos, Arosa documenting the Jet Set stores in Switzerland and the famous silver foil designed by the Factory as the foundation for the Jet Set logo.
In the interior, portraits and fashion photographs by Michael Comte as well as textile samples on canvases acted as the frame showcasing Jet Set’s collection. Between the clothes on old racks that ranged from shiny to garish, there was much free space and shabby chic embellishments. Round seating cushions in pink and silver, a used leather sofa ensemble originally from the 1970s and bundles of shiny balloons provided the minimalist style components of this extraordinary Factory-inspired trade fair stand.
The “Jet Set Racing” collection – designed in close cooperation with seven times Formula 1 champion Michael Schumacher and downhill Olympics US-champion Lindsey Vonn – was situated on high silver pillars, a mode of presentation that underlines the product line’s exacting requirements as to function and technology.