Masiero
Innovative Lighting Design Showcased in Milan: Creating an Immersive Brand Experience for Masiero at Salone del Mobile
CUSTOMER'S OPINION
It is well known that Milan Design Week is a crucial event full of expectations for those who work in the world of Design. For this reason, we needed someone to help us identify the most suitable location for the launch of the new collection and to support us in the organization. The partner we found with Smart Eventi, especially Stefania Scaccabarozzi, our contact person for this project, followed us throughout the organization of the Fuorisalone Masiero 2022. Thanks for the professionalism, availability, and spirit of collaboration.
Working with Stefania was a real pleasure, to which I offer my sincere thanks.
Client Request
Location plays a crucial role in creating an unforgettable brand experience. Masiero, the internationally renowned decorative lighting brand, sought the perfect venue to unveil their 'Rivelazioni' collection at Salone del Mobile 2022. The goal was to craft an immersive experience that would envelop visitors in Masiero's exquisite creations within an intimate and exclusive setting.
Our Project
Our team meticulously scouted a 150-square-metre open space in the trendy Moscova district, just steps from the underground station. This dynamic canvas, with its soft colour palette, pristine white walls, and original parquet flooring, was ideal for bringing Masiero's artistic vision to life.
The space allowed for playing with light and shadow, creating an ethereal journey for visitors. The experience began before guests entered. Retro-style TV screens in the windows offered cryptic glimpses of the installation within, piquing curiosity and drawing people in. Upon entering, visitors were greeted by a succession of diaphanous fabric layers, each revealing tantalising glimpses of Masiero's stunning lamps. The highlight was a selfie corridor illuminated by 23 golden suspensions, providing the perfect memento of the Milan Design Week.
Outcome
The meticulous planning and execution paid off. The client was thrilled with both the location and the installation design, praising the team's professionalism, availability, and collaborative spirit. This successful partnership showcased Masiero's magnificent creations and demonstrated the power of innovative event design in creating truly memorable brand experiences.