Impress Milano – Temple of Imagination

Task
Development of an interactive exhibit

How does an unassuming townhouse in Milan become a conversation starter during Design Week? For impress surfaces, a manufacturer of decorative papers, we created an immersive brand experience that challenges both architecture and imagination. As a supplier to the furniture and interior design industry, impress surfaces is not directly represented at Salone del Mobile. This made it all the more important to generate visibility outside the official trade fair setting.

Where Architecture Meets Imagination

Under the campaign motto IMAGINE…, the building Caselli 11/12 was transformed into the Temple of Imagination. A showroom that goes far beyond product presentation. Bold on the outside, inspiring on the inside, the installation invites visitors to rethink potential, the future, and design itself.

Designing with Intention

At the heart of the experience is a single, intentionally minimalistic product room that showcases impress surfaces’s decorative paper samples in a scenographic setting. Embedded in the historic architecture, enhanced by a flexible lighting concept and interactive elements. The interplay of building, exhibition design, and product staging creates a clear focus and maximum impact.

A standout space uses the principle of infinite mirroring to shift perspectives. The word FORWARD appears in reverse, visually merging with the campaign claim Imagine your Potential. A deliberately created visual contradiction that sparks reflection and invites sharing. A true Instagram moment.

From Drawing to Life

The core of the experience is an interactive AI gallery. Visitors draw simple lines, and an algorithm transforms them live into photorealistic interiors featuring impress surfaces decors. The message is clear: You bring the idea, impress surfaces brings the matching decor. The results are shared instantly on-site. A creative hands-on experience and a glimpse into a digital future vision.

The result is a brand space that inspires, engages, and leaves a lasting impression.