In collaboration with Fondazione Fiera Milano, students from the Master MEED in Event and Exhibition Design at Scuola Politecnica di Design took on the challenge of exploring how Milan Design Week promotes collective communication and interaction. Working closely with kartell the project focused on how global brands like Kartell can effectively project their identity on the international stages of Salone del Mobile and Fuorisalone.
Diving Deep into the Fair Experience
Guided by Prof. Enrica Baccini from Fondazione Fiera Milano, students began with an in-depth analysis of the fair, exploring how Kartell’s presence shapes visitor experience and engagement. This research phase was crucial to understanding the spatial dynamics, cultural programming, and marketing opportunities within the highly competitive environment of Milan Design Week.
From Strategy to Design
Under the mentorship of Prof. Andrea Qman, students developed tailored marketing and communication strategies for Kartell’s participation in Design Week. They examined every element from spatial layout and visitor journey to content creation and cultural programming, aiming to amplify Kartell’s storytelling and brand presence across multiple touchpoints.
Shaping Engagement through Design
The final projects emphasized how Kartell’s distinctive design language influences not only aesthetics but also the way visitors interact with the brand. Students proposed strategies to enhance collective engagement, using design as a tool to connect with audiences on an emotional and experiential level during one of the world’s most important design events.
Bridging Theory and Practice
This collaboration provided MEED students with a unique opportunity to work on a real-world brief within the context of a major international event. For Kartell and Fondazione Fiera Milano, the partnership brought innovative ideas and strategic insights to support the brand’s ongoing success on the global stage. The project showcased how thoughtful design and communication can elevate brand identity and create memorable experiences.