Soft(er) × Arper

Soft(er) was the guiding theme of Arper’s communication in 2019. It speaks to well-being, meaningful time, and a human presence expressed through quiet strength—rooted in warmth, stillness, authenticity, empathy, respect, and balance. In contrast to the acceleration of digital culture, it proposes sensorial environments that are grounding, enriching, and restorative.

The concept shaped the News catalogue and the overall visual narrative, and was presented in the Milano booth. As a tribute to Catifa—Arper’s starting point for a softer way of living—we designed an expressive installation at the booth entrance, conceived as both a statement and a threshold.

We explore what soft(er) means for spaces in Healthcare, Finance, Work, and Culture, with a dedicated chapter on Catifa as the origin of a soft approach, alongside the new Paravan Mood collection, presented in a catalogue developed with Clase BCN.

Maio Architects designed a booth architecture of rounded white volumes and semi-transparent elements, which we staged as vignette-like scenes in warm tones, moving fluidly from work environments to to educational and domestic settings.

The concept was further amplified in the Stockholm fair booth, with a large curved back-wall volume recalling the Milano booth, and a sequence of scenes composed of Paravan space-divider panels.

A reduced styling and restrained color palette created a mood suited to workspaces, while remaining warm and idiosyncratic.