Through the looking glass into the world of Alcantara

At Milano Design Week, Alcantara steps into the spotlight. The brand has long inspired artists and designers, engaging in a continuous dialogue with the worlds of art and creativity. For the 2023 edition, we opened a gateway into Alcantara’s extraordinary universe with an immersive installation at the ADI Design Museum, unveiled during the Car Design Award 2023.

The challenge: making values and emotions tangible

Our goal was to communicate the brand’s core values of innovation and sustainability, while also evoking a world of emotions inspired by a remarkable material that engages all the senses.

The idea: an immersive installation

We embraced the 2023 Car Design Award and Milano Design Week as the perfect stage to showcase Alcantara through an immersive installation, shaped by a creative concept inspired by Through the Looking Glass by Lewis Carroll. It was both a narrative and a sensory journey—inviting the audience to touch the material, feel the sensations it conveys, and dive deep into the brand’s universe.

From concept to event

We began with the idea of a three-dimensional, immersive installation—crafting the concept and naming, then bringing it to life through the design and production of the installation, as well as the complete organization of the launch event.

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