Joint is an advertising system used to support large, horizontal and vertical sheets under tension installed in the highway service stations of “Autostrade per l’Italia”.
This feature is itself a revolutionary and innovative aspect for this kind of support system.
The design intention was to achieve a very attractive system even when viewed from behind.
In formal terms, it comprises a compound pole and an arched “fork”.
The idea develops the intuitive archetype of outdoor communication by suspending the image in a void without frames and support. Joint moves close to utopia through a very thin, frameless film stretched taut up to a suitable height, with a very withdrawn system which, from the front view, is formally independent of the panel. One has to go beyond the visual axis of the image to realize how the two entities are connected.
Joint puts forward a new aesthetic entirely focused on highlighting the physical function of the TENSIONER.
The elementary shape of this steel fork separates and holds the two COMBS on which the FILM rotates while being held in place by the aluminium profile they are wrapped around.
The solid, “tapered” pole reaches the FULCRUM of this system by copying the materials of the fork and introducing the language of round shapes with its semi-sphere (a hint of possible rotation) connected to a large pole set in the ground by a large, semi-interred semi-sphere.
The pole and fork are connected by a joint that allows the panel to rotate through 90°.
This rotation means that the panel can be set in horizontal or vertical positions depending on the type of use or in relation to viable overall dimensions.
The original vertical version is an advantage when this system is used with images deriving from “prints” which are often unable to interpret “creativity” in horizontal formats.
The half-size footprint of the system on the ground means it can be easily installed even in very difficult conditions, thereby enhancing the visual impact of many creative subjects.
The design of the Joint system recalls the shapes and surfaces usually encountered in other much smaller, easy to manipulate, manageable and ergonomic objects. The allusions refer to formal languages with unexpected outlines, colors and surfaces in the highway context.
These forms are consequently familiar and recognizable yet something new in the “outdoor” context.
The unusual way the pole is mounted on the ground, not only clearly identifies the English origin of the name “JOINT” but also recalls a kind of trunk halfway between the artificial and the natural. The “tapered design” highlights the formal difference by rendering the billboard even more independent of the support.
The use of a canvas sheet instead of paper or metal panels ensures fast installation of replacements and an aesthetic image quality unattainable in any other way.
This portion of the product is finished with protective plastic material.
This makes it possible to obtain a surface finish similar to that of a joystick, thereby softening this imposing element by evoking a more elegant image than seen in many similar systems, often too severe and too invasive.
To avoid shadows and reflections but above all to eliminate the risk of glare, the lighting fixtures are installed on the ground. This not only avoids interference with the pure aesthetics of the system but ensures easy access for maintenance work.