Wednesday, 08 February 2012
M2M Sound Italia at Milan Design Week, 13-19 April 2010


As a result of our contacts with Italian architects and designers we got the opportunity to participate in one of the most prominent interior design exhibition in Italy. A combination of arts, architecture and technology, Milan Design Week is a series of events of which the two most important ones are Salone Internazionale del Mobile and Fuori Salone. The former is held in the biggest fair location in Europe, Fiera RHO, and hosts well-known brands and providers of interior solutions from all over the world, in both classic and modern styles. The latter, simultaneously run in a postindustrial zone in the centre of Milan, is far less official and often strays away form the traditional concept of designing. In fact, it is the so-called Zona Tortona with its many open till late venues turned into showrooms that gathers all sorts of artists presenting their fresh approach towards the art of intérieur création. Vanguard architects and designers over this one-week time in a year get the chance to show their innovative projects and installations.

 room

While Salone del Mobile gives an elegant picture of what is stylish in the world of design at the very moment,  Fuori Salone becomes a well of inspiration and new trends on how to arrange space in rather unconventional manner.

Our Invisible Sound technology is an ideal solution for those who seek new ideas for ambient design. The companies that we had contacted with no hesitation decided to use Figaro as their sound system. As a result, M2M Sound Italia became a partner of four exhibitors and at both Salone del Mobile and Fuori Salone events.

At Fiera RHO, in collaboration with Florida, a furniture producer, Figaro was installed within the plaster and wooden walls of Florida’s stand and fit in the displayed furniture (under a table, inside a kitchen cupboards, behind bed headboards). On the overall surface of c.300 sq m, divided into six display spaces, 16 actuators were enough to provide music to the entire showroom.

At Fuori Salone in Zona Tortona, Figaro livened up three showrooms with music:

  • ‘Designum’ by Marco Fumagalli (Figaro was attached within the walls and pieces of furniture adding the soundtrack to two rooms of overall size of c.90 sq m) - www.designum.it ;
  • ‘Cristalplant’ by Zanotta & Nicos (8 actuators installed behind panels made of white cristalplant gave a cool music background that was an inseparable element of the specific atmosphere of the showroom) – www.nicosinternational.it ;
  • a bio-fireplace showroom by Alessandro Gigliarelli (one basic kit of Figaro was installed inside a bio-fireplace made of corian and consequently connected to an ipod held in a purposely designed push&pull drawer) – www.biofireplace.it .

firepalce

Considering the ‘invisible’ character of Figaro, we knew that it might be difficult to draw the attention of the visitors to our product, because usually the music in showrooms is taken for granted.

There was at least one M2M Sound Italia representative in each of the showrooms, explaining the source of sound and the way it spreads throughout surfaces. On display, there were also leaflets with information on the technology’s and our contact details.

Milan Design Week turned out to be an incredibly useful opportunity to demonstrate Figaro to the public. As we expected, it achieved a great deal of attention and enthusiasm from the visitors. In consequence we made a vast database of contacts with architect studios, interior design ateliers and individuals, many of whom were interested not only in purchasing Figaro but also in developing a cooperation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 
 
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