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The architect’s design idea Massimo Facchinetti was to create a closed stand, accessible only through a bedgs attached to the invitation with a dual purpose: on the one hand to make the stand itself curious and desirable and on the other to privilege and “make analogous” to loyal and loyal customers of Ares. The metaphor expressed within the stand was that of envisaging an exhibition itinerary as if one were inside a museum, where the works of art are represented by the products of the new collection.
