MIELE
Milan design week 2018
the brief
Present Miele’s groundbreaking cooking innovation, the Dialog Oven,
at Milan Design Week in Zona Tortona. The task was to create an experience that would resonate with a broad spectrum of visitors - from culinary professionals and influencers to a design-oriented public - aligning Miele’s hallmark of technological precision with the creative expectations of
Design Week.
I worked in close collaboration with Axel Zimmermann from Wunderland, contributing to creative direction, concept, and storytelling. Together we shaped the dramaturgy of the visitor journey and defined the spatial narrative that translated the qualities of the Dialog Oven into an immersive brand experience. My responsibilities also included supervising motion and sound design to ensure media and atmosphere formed a cohesive whole, and supporting the production on site in Milan to guide the final implementation.
Category
Exhibition
context
Milan Design Week
services
Creative Direction
Concept
Storytelling
Supervision for Motion and Sound Design
Onsite Implementation
client
Miele & Cie. KG
lead agency and partners
Wunderland
Flora&Faunavisions
location
Milan, Italy
year
2018
Awards
ADC Award (Bronze / Silver)
BrandEx Award (Silver)
Xaver Award (Silver)
photo credits
Wunderland GmbH
The installation, titled "Creating New Dimensions", transformed Padiglione Visconti - a 1.000m² venue within the Laboratori del Teatro alla Scala - into a stage where architecture, light, and motion performed in unison.
At its center, a kinetic installation of 730 mirrored prisms moved in rhythm with projected visuals and layered sound, shifting constantly to alter perception. This interplay of analog structure and digital media was conceived as a living metaphor for transformation - just as the Dialog Oven redefines the act of cooking.
Its three defining qualities, Excellence, Simplicity, and Speediness, were translated into distinct layers of the experience, turning innovation into atmosphere and technology into story. The result was not a showcase, but an immersive narrative told in space, motion, and light.
