THE INTERFACE at Milan Design Week 2024
NOVAMAKERS participated in FABBRICA DESIGN WEEK, promoted by Fabbrica del Vapore, presenting the installation within the spaces of the Tempio del Futuro *Perduto. The installation hosted around two thousand visitors. It was exhibited to the public from 16 to 21 April, during Milan Design Week 2024. With the support of the dance collective Sala Nera, we expanded and enhanced the experiential journey of THE INTERFACE with a live performance. Through dance as movement, people were synchronised to create a community experience. Through the direct and indirect interaction of the body, the performance was able to influence and amplify the way people perceive themselves, others and space.
THE INTERFACE invites the spectator to take part in an artistic journey, the sole purpose of which is to immerse oneself and navigate within an imaginary world. The narration, thanks to its ritual and symbolic character, stimulates experience, communication, imagination, learning and gives the possibility to explore worlds and behaviours different from those we are used to.
The visitor does not merely observe the installation, but experiences it. It is as if the room and the immersive environment lead the subject to an over-consciousness of their own body in space.
Videos, evocative images, lights, sounds, music, generate an immersive and engaging storytelling. Spatial references are “augmented” and induce the person to identify with the video projection. The viewer ends the experience with an emotional memory. He questions the meaning of the work and through his interpretation creates his own intrinsic meaning.
Potentialities and usage scenarios
THE INTERFACE is a powerful tool to engage the viewer and the potential customer in the first person, giving them enjoyable moments and, customised helps to create a solid bond with the brand, increasing its positioning and awareness. THE INTERFACE ensures the collective enjoyment of digital content, both in dedicated environments and on existing buildings. The immersive experience can be applied to stands and points of sale, creating newly designed spaces that can be adapted to companies’ exhibition needs. Trade fairs, showrooms and corporate events have long used immersive installations to engage customers and enhance the brand experience. At points of sale, the immersive experience can be the medium that leads to the places where products are produced or the contexts in which they are used. THE INTERFACE has a high degree of implementability on an urban scale in tourism, in dedicated rooms in museums, in points of sale, in trade fairs, in schools, and in music and culture.Many thanks for their cooperation: Silvia Fontana, Rafael Planells, Bea, Ilaria Pradella, Jacopo Pagliari, Tati – Sala Nera, Tempio del Futuro *Perduto, Fabbrica del Vapore