For this pop-up event, we wanted to take the furniture out of its usual context and create a different kind of experience with Gabriel Page.

Our starting point was the U-Haul truck itself. Rather than hiding its identity, we chose to embrace its signature orange color and utilitarian character as the foundation for the scenography.

The interior of the truck becomes an entirely orange space, creating a bold backdrop for Gabriel Page’s furniture. At the back, a large illuminated panel creates a focal point and adds depth to the space, while contrasting with the darker tones of the furniture.

We wanted to create something simple, graphic, and unexpected: taking an everyday object and transforming it, for the duration of an event, into a true design space.

A small intervention, an unexpected setting, and a different way of experiencing Gabriel Page furniture.