2005
Products: Versa TILE

For the Cosmoproof 2005 exhibition, which was held in Bologna , Italy, MusicalBox (based in Verona , Italy) provided L'Oreal with a glamorous array of Element Labs' Versa TILEs.

The immense L'Oreal booth was filled with typical video gizmos; however, "The products being launched were in the middle of a Versa TILE wall," explains Stefano Cantadori, managing director of Audio Link, which sold the TILEs to MusicalBox. "The Versa TILEs had much more visual impact than everything else there."

Mauro Raffellini worked behind the scene as a liaison between the corporate vision and production practicalities, coordinating the technical aspects of the booth's design. The colors and visual effects on the Versa TILEs were programmed by Angelo Pavarotti of Belli e Pettinati, under the guidance of the creative team at Matrix, a U.S. firm associated with L'Oreal. "The success of the Versa Tile was stunning," Cantadori says. "The week following the exhibition we received a lot of emails and phone calls by people interested in Versa TILE, for a variety of different applications, ranging from pure architectural to applications for themed retail shops."