B&B Italia / The Perfect Density installation by Migliore+Servetto Architects, Milan – Italy

April 23rd, 2016 by retail design blog

The installation conceived by Migliore+Servetto Architects, B&B Italia / The Perfect Density, identifies the concept of density as the narrative fulcrum to celebrate the 50th anniversary of B&B Italia. “Density” is taken as a feature of B&B Italia’s identity in a broad sense: from the product physical and material nature to the conceptual one. Density of ideas and projects, always projecting the company into the future, through a continuous drive for innovation.

Through a narrative synthesis, built on intersecting stories of people, products and processes, the installation, set up in the Impluvium of La Triennale di Milano, presents a symbolic representation of the pulsating brain of a company that, over the years, has been capable of producing unique pieces, veritable icons of Italian design.

At the centre of space 8 high vertical cages, pulsating and in movement, create a weave of bright beams that project into the room images and texts, tracing out a system of allusions and suggestions among the various elements. A big brain, whose synapses, shaken by light pulses, surround the visitor in an ongoing and layered tale. Further insight is then provided by the 8 themed towers, which offer 8 different narrative videos.

Two continuous bands scroll across the Impluvium’s side walls, revealing an environmental video consisting of a sum of micro-stories: images of graphics, products, people who over time have helped to build the brand’s excellence, and whose faces and gestures are reproduced to infinity by a system of mirrors.

Photos by Andrea Martiradonna

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