REDA Holds A Roving Exhibition To Celebrate Brand Establishment 150Th Anniversary

Reda joined hands with WOOlMARK in Milan, Berlin, New York and London to celebrate the brand 150th anniversary with a unique roving exhibition.

The first stop will be unveiled at PalazzoClerici on February 2015 3-6 in Milan, and will be pferred to Berlin, New York and London.

The Reda joined the Woolmark, the global authority of Australian Merino wool, and was guided by the Sartoria communication agency for creative guidance. It created a fascinating exhibition with multiple sensory experience, which perfectly presented the purity of merino wool and the wonderful skills of the final product.

Inspiration comes from brand to technology, technology and photography.

Will lead the audience into a multi-dimensional journey, and display the raw materials and final products to show the excellent skills of Reda wool workshop.

Stepping into the exhibition area, the extremely light Merino wool is dancing in the air. It opens the curtain to the exhibition and guides the viewers to explore Merino through the experience of tactile and visual.

Fine details of yarn and fabric.

The exhibition is certified by Woolmark company, the most sophisticated wool in the world to the United States to the United States, Valle Mosso's REDA company, and has maintained a stable long-term cooperative relationship.

In the next two spaces,

In the air crisscross and interlacing, the photographer selected the selected works of Magnum Photos Agency.

These photos will also be included in "150", which will be published in 2015 as a tribute to commemorate the brand celebration.

In order to let visitors experience the soft texture of wool, a double oval fabric sculpture was created in the fourth exhibition areas.

Like a unique artistic device of cocoon, visitors are allowed to feel the incomparable texture of finished fabrics in their hands.

Finally, the symphony produced by the fabric and the dynamic device gives the curtain call to the exhibition: a series of giant induction projection screens, showing the brand's high-tech innovation equipment, so that visitors can feel as if they are on every aspect of the wool production, and a series of pictures are projected between the walls of the building's inner court to create stunning visual effects.

The exhibition will be unveiled in Milan's gracefully Palazzo Clerici. It will tour Berlin St. Agnes and then cross the Atlantic to New York. Finally, it will return to Europe in October and draw a perfect ending in London.