Elegance and functionality are the main features of the displays made by Fusina for Dainese protective wear and Pinarello bicycles
While describing sports, images have the difficult task to freeze in just one static shot fleeting concepts such as movement, struggle, and the emotion to reach the finish line.
The same happens inside sporting goods shops, where products have to be displayed in a way that highlights at the same time their context of use and their technical qualities. Having often collaborated with sport brands, we have learnt by now the importance of a smooth, light design to convey an idea of dynamism while creating functional displays.
That’s what Dainese asked us to do. The Italian world-leader manufacturer of protective wear for motorcycling, mountain biking and downhill skiing created the first back protector to be used in motorcycling competitions. It currently dresses world champions such as Valentino Rossi and Max Biaggi, and will equip the next Ski World Cup. It also collaborates with MIT in Boston on the design of special space suit for astronauts.
Fusina created a display for Dainese trail knee pads: a structure that includes a pedestal, a stand for the knee pad and a plaque displaying the technical details of the product, all parts in satinized Plexiglas.
A second display dedicated to the world of cycling was created by Fusina for another famous brand we have been working with for years: the Pinarello firm settled in Villorba. The technically renowned racing bikes they produce won the first Giro d’Italia in 1975 thanks to Fausto Bertoglio. From that moment on, they won ten Tour de France and several Olympic titles, being ridden by, among the others, Miguel Indurain, Jan Ullrich, Mark Cavendish.
In this case we needed to create an easy to carry display, so we used a laser-cut aluminium sheet varnished in opaque black colour. The shape recalls an ascent road on which the bicycle seems to run.
Both these displays are elegant and functional structures that enhance the technical qualities and the dynamism of sport products.