Renowned Italian furniture brand MDF Italia specializes in simple, neutral furniture that does not invade its surrounding but adapts and alters according to the setting it is placed in. When they came to us looking for a new strategy to reach their end consumer, we proposed a new customer experience that would allow consumers to get in touch with the brand and to experience its products first hand. The idea was to create pop-up bubble installations to be placed around different cities during design events such as conferences or workshops. Inside the bubbles, consumers can use the MDF Italia application to experience different settings using the same furniture as a basis. The settings appear through projected lights that create shapes and colors on the neutral furniture.

Team: Team of 4 at Domus Academy
Category: Brand Strategy
Items Delivered: New customer experience, updated business model
Date: 2013