SENSES

On the occasion of Milan Design Week 2025, IAMMI and materia-studio present SENSES, a multisensory installation at the MelzoDodici auditorium — a dynamic hub in the heart of the Porta Venezia Design District (April 8–13, 2025; press preview: April 7, 10.00 a.m. – 5.00 p.m.). This immersive experience turns visitors into protagonists of an unprecedented narrative, where the senses are heightened by a journey designed to expand our perceptual boundaries.

SENSES reinterprets the concept of the wunderkammer through a curated path where IAMMI’s irreverent furnishings come to life. An interplay of light and shadow—an "invisible direction" —strategically illuminates their most iconic designs at set intervals. Tactile contrasts, olfactory stimuli, and a carefully crafted soundscape elevate the experience, guiding visitors on a journey through personality archetypes that pulsate in the darkness and reveal themselves in the light.

Our sight is captivated by pieces strategically placed along the path, while, as the journey unfolds, our sense is awakened by unpredictable aromas and touch ignited through the discovery of interactive surfaces and unusual textures. Our hearing is submerged in the sound design by ISLA (Adriano Trentacosti, multi-instrumentalist and Art Director for Toiletpaper magazine), whose compositions contribute to the sensory contamination; meanwhile, the visual identity, curated by Post Action, plays with the icons of IAMMI's designs, bringing them to life with genuine graphic symbols.

Among the IAMMI products on display, are Brrrick, the seating element that reinterprets a brick extrusion using recycled materials; the Frankenstein collection of objects made from reclaimed foam and leather patchwork; the Friendly Monster Cabinet, transforming the concept of the “monster in the closet” into a modern, reassuring piece of furniture; Clouds sofas covered in semi-bouclé fabric, evoking the softness of clouds; Heidi, the bag inspired by the imagery of a cowbell with a contemporary twist; the Un pesce fuor d’acqua pouf covered in lamb leather, blending animal worlds; the Tofu collection in upcycled foam and polyurethane that simulates natural stone through textured play; Toast, a travertine coffee table with a silhouette resembling toasted bread; and the Su e Giù collection of polycarbonate side tables, inspired by the movement of water and the fluidity of waves.

The leitmotif of the project is upcycling, with most of the displayed pieces, crafted from reclaimed materials or remnants from discontinued production processes. Bold, symbolic, and often unexpected, these furnishings interact to challenge the boundary between waste and value. Sustainability extends to the setting as well: the concrete steps surrounding the auditorium will be covered in black Eco Foam by Re Mat, a recycled material made from post-consumer polyurethane foam. Custom-made seating highlights the contrast between the coldness of concrete and the welcoming softness of the innovative material, creating a perceptual short circuit that invites visitors to pause, reflect, and be surprised by the transformative potential of reuse.

SENSES unfolds as a sensory meditation in which light, sound, touch, and taste intertwine to reveal hidden stories, giving life to an overwhelming synesthetic experience that guides visitors beyond the surface of design icons.