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Children Shoes

Exposition

Design AgencyMasquespacio

DesignerAna Milena Hernández Palacios (Graphic design and exposition)

PhotographerDavid Rodríguez from Cualiti

ClientFIMI (Feria Internacional de Moda Infantil)

Area30 m²

MaterialsFoamboard, nylon thread and vinyl

Masquespacio designed the exposition of children’s shoes for the Spanish

International Fair of Children’s Fashion (FIMI) celebrated in Valencia from the 25th

until the 27th of January 2013. For this 76th edition FIMI organized an exposition to

make a tribute to Spanish children’s shoes brands, counting with the participation

of 39 national brands among which were included some brands of international

relevance like Gioseppo Kids, Conguitos Goflex and Garvalin.

The exhibition designed by Masquespacio is traduced in a forest of autumn

flowers realized of foamboard and with fashion patterns. Ana Milena Hernández

Palacios comments, “As FIMI mostly is a fashion fair and not a shoes fair, to every

flower is applied a bunch of patterns inspired by fashion. That way we wanted to

better integrate the shoes brands between a huge amount of clothes exposed.”

The 39 flowers that were hand cut in foamboard contain different patterns and

forms that make them flourish like unique, presenting a pair of shoes from every

participating brand. Entering to the exposition, corridors were created that guide

the visitor across the exhibition, while he enjoys the best Spanish children shoes

brands. Thanks to the suspension of the elements with a nylon thread, the flowers

twist slowly showing every side from the pairs of shoes exposed. In the trees

provided by FIMI in the meantime they can know the legends behind every brand.

In this manner the visitor experiments a moment in which he can disconnect from

the rest of the fair, crossing a forest of flowers inspired by autumn and fashion

patterns, enjoying a selection of the best Spanish children shoes brands.

Masquespacio with this project desired to demonstrate again creativity has no

limits and that it can be a strong factor to sustain visually any product, making it

more attractive for its potential buyers.

Briefing about materials and exposure requirements: “We needed to work with

materials available or producible by the fair itself to make the exposition profitable

and reduce costs. In first instant we visited the warehouse of the fair to take a

look at elements used during previous fairs. As we didn’t find immediately enough

elements to create a visually attractive and coherent unity, we decide to work with

foamboard and vinyl, two materials that could be produced internally. The different

elements (flowers, clouds and circles) were designed in illustrator by us and hand

cut by the fairs signmakers. The trees, in which we find the legends of the brands,

where created by FIMI during their previous editions. It was a requirement from the

organization to include them in the installation.”