Project Title: "Invisible Borders": A Milano Design Week Installation

Client/Company: MAD Architects, Copenhagen

Date: 2016

Objective: The goal of the "Invisible Borders" installation was to bolster brand awareness for MAD Architects within the European design and architecture community, particularly during the highly regarded Milan Design Week.

My Role: As the Head of Business Development and Project Manager, I led the development of the concept, design, narrative, and launch of the installation. I collaborated closely with a team of architects to ensure our vision came to life effectively.

Approach/Strategy: We chose the Milan Design Week as the platform to reveal our installation due to its significance in the design and architecture community. The installation was designed to create a dialogue between the traditional and the contemporary, and to create an engaging, dynamic, and attractive "border".

Process: We constructed the installation with ETFE ribbons in gradient colors that would react to the wind and create a subtle auditory experience. We ensured that the installation would transform from reflecting the hues of the sky during the day to a luminous surface in the evening, bringing new colors to the courtyard.

Outcome/Results: The installation was a resounding success. It attracted significant attention and was featured in major design publications. The installation also gained substantial attention on social media, with images of the pavilion going viral.

Reflection/Lessons Learned: This project illustrated the power of strategic placement and innovative design in building brand awareness. By creating an engaging installation that blurred the boundaries between the traditional and contemporary, we were able to capture the imagination of the design and architecture community. The success of this project reinforced the importance of using experiential design as a form of communication and storytelling, leading to increased brand recognition and interest in MAD Architects.