We created an immersive digital experience for Walter Knoll's temporary showroom at Milan Design Week 2024, blending physical elements with AI-driven visuals.
For Walter Knoll's staging at Milan Design Week 2024, we developed a concept that transfers the haptic qualities of the brand into the digital space. In collaboration with Ippolito Fleitz Group, we transformed the physical showroom into an immersive digital experience: using a moving wallpaper in a former flower factory in the centre of Milan provided an ideal setting for this temporary installation.
In line with the motto “The Power of Imagination”, we digitally expanded the showroom and created a fantastic, colorful fusion of digital and real worlds.
Immersive Visual Experience
Visitors were guided through the 295 square metres space by poetic, flowing visuals. Trompe l’oeil projections added a futuristic, dreamlike dimension, presenting four iterations of the contemporary world and offering varied perspectives within the same universe.
Exploring Future Visions
Leveraging Walter Knoll’s visual language, we developed a design approach that stimulates the imagination and transforms the location into a seemingly weightless space. Soft, flowing animations inspired by natural colors intensify the overall impression of the showroom, creating a cohesive sensory experience.
Can digital landscapes convey a naturally wholesome atmosphere?
Efficient AI-Driven Execution
Using AI collaboration tools such as Midjourney and Runway ML, our team efficiently navigated through various iterations to refine the projection setup. This approach allowed quick adjustments while ensuring that the final installation expanded the world of Walter Knoll in a completely new and poetic way.
