Ellesse ISPO 2020
In recent years, the disconnect between fashion and sport has been overcome and consumers have vocalised their preference for sportswear which supports both performance and style. From streetwear and athleisure through to ski-wear, there has become a cult following for brands whom unequivocally design collections with ‘performance fashion’ at their core.
Whilst the Ellesse brand may resonate with many of us as a fashion brand, with the famous branded hoodies springing to mind, the heritage of the brand is rooted in sports; particularly ski and tennis wear. The beginning of 2020 marked a special occasion for Ellesse as they relaunched their ski-wear collection, very much bringing their heritage to the forefront once again. With iconic badging and playful colours, the comeback was as flamboyant as the brand itself.
Inspiration / Style
As a brand ‘born on the slopes’, Ellesse has a philosophy centred around both style and functionality. This editorial approach to ski-wear became the inspiration behind our concept for their re-launch at ISPO 2020, taking the bold brand DNA and translating this into an engaging exhibition stand. At the heart of the Italian brand is a sense of ‘sprezzatura’ – an effortless style which is not flashy or cartoonish, but subtle and classy – which lent itself to a minimal yet impactful space.
Concept
The graphic markings, confident layering and vibrant colours of the brand identity became the golden thread of this project; inspiring us to develop a concept which would re-launch the Ellesse ski-wear collection with bold effect. We introduced large-scale lifestyle graphics which would be suspended and layered with an exposed ceiling to allow full visibility of this suspension. Throughout these graphics, as well as the fixtures of the stand, bright blue was the key brand colour utilised for the ski collection; creating a visually appealing pop of brightness against the neutral black and white. This cool colour palette is reflective of the slopes and the skiing marketplace, drawing the attention of avid visitors. However, most impactful within the space is the angled overhead lighting, a configuration which is reflected in the floor pattern for ultimate consistency.
Realisation
The Ellesse exhibition stand for ISPO 2020 not only resonates with the outdoor sports community but lends itself to commercial get-togethers with a clutter-free space and a partially hidden meeting area. The graceful aesthetic of the entire stand is in the details, the suspended graphics which hang almost effortlessly, the brand storytelling with a nod to the Ellesse history and the bursts of blue which catch the eye.
Amongst a plethora of outdoor sports brands, the Ellesse stand makes a statement and re-launches their ski collection with absolute style.
