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Creating New Dimensions for Miele at Milan Design Week

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Client: Miele & Cie. KG
Lead: Wunderland Deutschland GmbH
Services: Trade Fair
Motion Design
Space Design

At Fuori Salone Milan, Miele presented 'Creating New Dimensions', an immersive, walk-in and expansive 360° multi-media experience at Padiglione Visconti, showcasing their new cooking technologies.

An impressive 80 x 5 metre kinetic structure consisting of 730 mirror prisms formed a mesmerising infinity room as well as serving as a projection surface for motion design visuals developed for Miele by flora&fauanavisions. The high tech installation was precisely synchronised to create an immersive analogue-meets-digital experience.

The aim of the installation was to reach the diverse audience of the Milan Design Week, including professional audiences, opinion leaders, influencers, internal and external multipliers as well as the design-oriented public.

We are proud to have designed and executed the dramaturgy, kinetic video and video production that took the visitors on a visual journey through this impressive space. Thank you to Wunderland, the lead agency, for the opportunity to work on this award-winning project and to KlingKlangKlong for understanding our ideas and producing the immersive music composition.

Awards

ADC Silver Nail 2019 – Exhibition Experience Brand – Spatial
ADC Bronze nail 2019 – Event Experience – Spatial
BrandEX silver Award 2018 – Best Brand Architecture
Xaver Award 2019 – Best Brandworlds
Xaver Award 2019 – Temporary Installations & Exhibitions

Insights

At a certain point of the project we decided to take a step back and to build a paper model of the kinetic architecture so that we could stage the interplay of the visuals on the movement of the kinetic architecture.

Credits

Thank you to Wunderland, the lead agency, for the opportunity to work on this award winning project together. It was a challenging and demanding piece of design but certainly paid off and is one to be proud of.

Music: KlingKlangKlong
Photos: Marcus Nass for Wunderland, flora&faunavisions