PULPO L.O.V.E. BANK | MILAN DESIGN WEEK 2022
Art direction / Exhibition design / Graphic design / Photography
Art direction / Exhibition design / Graphic design / Photography
Year: June 2022
Role: Art Director and designer of the installation, responsible for space design, management, graphics and photography.
Client: pulpo GmbH
Location: 5VIE, Milan, 300 sqm
Team: me + pulpo team
Tools: Rhino, AutoCAD, Adobe Suite
Outputs: Showroom installation, digital and printed media, teaser film
Role: Art Director and designer of the installation, responsible for space design, management, graphics and photography.
Client: pulpo GmbH
Location: 5VIE, Milan, 300 sqm
Team: me + pulpo team
Tools: Rhino, AutoCAD, Adobe Suite
Outputs: Showroom installation, digital and printed media, teaser film
Yet another special surprise awaits on the lower level: Secret underground vaults with bright media installations. A bank unlike any other.
Overview
For pulpo’s debut at Milan Design Week, a former bank became a 300 sqm showroom and event space, with a hidden vault at its heart.
For pulpo’s debut at Milan Design Week, a former bank became a 300 sqm showroom and event space, with a hidden vault at its heart.
Challenge
pulpo, a German design editor, was entering Milan for the first time, and it needed a presence as bold as the brand. The task was to present its newest collection and a full program of talks, get-togethers and parties in one setting.
pulpo, a German design editor, was entering Milan for the first time, and it needed a presence as bold as the brand. The task was to present its newest collection and a full program of talks, get-togethers and parties in one setting.
Approach
The concept was Love and Money. We turned a former financial institution in Milan’s financial district into a stylised installation, using rough, solid and shiny materials as a backdrop for new designs by Sebastian Herkner, Studio BrichetZiegler, Julia Chiaramonti, Natascha Madeiski and Visser&Meijwaard.
The concept was Love and Money. We turned a former financial institution in Milan’s financial district into a stylised installation, using rough, solid and shiny materials as a backdrop for new designs by Sebastian Herkner, Studio BrichetZiegler, Julia Chiaramonti, Natascha Madeiski and Visser&Meijwaard.
I designed and managed the whole space. Its centrepiece was THE SAFE, where the new and classic pulpo designs were presented. Visitors reached it through a narrow underground corridor that felt slightly unsafe, which made them curious to reach the end. Below, secret underground vaults with bright media installations completed the idea of “a bank unlike any other”.
I also designed the digital and printed media that carried the concept beyond the space. These were including: invitations, signage, social media, programme, etc.
Result
pulpo made its Milan debut with an installation where THE SAFE became the most loved and eye-catching part. The experience also sparked the idea for pulpo’s 2023 PLANET PULPO campaign.
pulpo made its Milan debut with an installation where THE SAFE became the most loved and eye-catching part. The experience also sparked the idea for pulpo’s 2023 PLANET PULPO campaign.
DIGITAL AND PRINTED MEDIA
TEASER