Fair cancelled, Object Carpet's launch stand became the set of fashion film ESCAPADE

Object Carpet and Ippolito Fleitz Group had prepared a spatial installation to launch a carpet collection at the Milan Furniture Fair 2020. The fair was called off, leaving the launch without a venue or an audience.

Turn the already-built fair stand into a film set and have a fashion photographer shoot the 111 carpets like a fashion collection.

The studio kept the installation and turned it into a film set. Fashion photographer Monica Menez directed and shot the short film ESCAPADE and a 360-degree experience, and the images were carried into the brand's communication. A presentation box holding all 111 carpets made the range tangible for buyers who could no longer walk the stand.

Member Club Gold Award at ADC*E's Annual 2021 (Integrated Campaigns for Commercial Brands). The entry credits the shoot's images with shaping Object Carpet's communicative identity; no sales or reach figures are given.

Carpet maker OBJECT CARPET planned to launch a new collection at the Milan Furniture Fair 2020 with a spatial installation designed by studio Ippolito Fleitz Group. Then the fair was cancelled, and the launch had neither a venue nor an audience.

Instead of writing the installation off, the studio turned it into a film set. Fashion photographer Monica Menez directed and shot ESCAPADE, a short film that treats the carpets like a fashion collection, paired with a 360-degree experience. A presentation box holding all 111 carpets gave buyers a tactile stand-in for the stand they could no longer visit — what the entry calls a 'new desire for textile'.

The work won a Member Club Gold Award at ADC*E's Annual 2021 for Integrated Campaigns for Commercial Brands, and the studio says the images from the shoot went on to shape Object Carpet's communicative identity.

The pivot reuses an asset that already existed: the cancelled fair stand was a finished spatial design, so the film set cost little more than a crew.

Casting a fashion photographer instead of a product photographer reframes commercial carpeting as something with editorial desirability.

The presentation box of all 111 carpets answers the exact problem the cancellation created: nobody could touch the product in person.

It converts a one-off trade-fair moment into durable assets — film, 360-degree experience and stills that keep working after any single event.

A launch built for one venue does not die with the venue: the stand was already a finished spatial design, so reshooting it as fashion content turned the sunk cost into the campaign.

The campaign earned a Member Club Gold Award in ADC*E's Annual 2021 for Integrated Campaigns for Commercial Brands. Beyond the award, the material records no sales or reach figures; the studio says only that the images from the shoot now shape the brand's communicative identity.