For his Salone del Automobile installation, Lee Broom has created a mobile showroom housed inside of a delivery truck. As pop-ups become increasingly popular among consumers, this experimental showroom demonstrates the versatility of mobile retail.
The Salone del Automobile installation is a travelling exhibition housed inside of a delivery van. The showroom itself is a miniature recreation of Broom's Italian palazzo, complete with Corinthian columns and intricate stucco details. To give the space a more expansive feeling, the floor are illuminated. The strategic design is also meant to showcase Broom's new lighting collection called 'Optical.' This consists of a series of globe-shaped lamps sitting on the floor of the showroom and hanging from the ceiling.
Currently making its way through Milan, the travelling showroom is part of Broom's ongoing European exhibition.