5/12th june 2022

Masiero, an immersive experience at the Salone del mobile 2022

scouting location

The Customer's Request

Find the right location during the Salone del Mobile 2022 exhibition

Maserio, a brand of international importance in the decorative lighting scenario, contacted us to support them scouting the location and the management of all the organizational and consulting practices, on the occasion of the Salone del Mobile 2022, for the presentation of the collection entitled Revelations.

We were asked to create an immersive experience where visitors could be enveloped by the precious works of Masiero in a scenario with intimate and exclusive tones.


The Smart Eventi proposal

Open space, large windows and customizable display space

Drapes and alternation of chiaroscuro are the elements of the concept that guided us to choose the location: a space of 150 square meters, in the Moscova area, a few steps from the metro. An open space with soft colors, characterized by white walls and original parquet flooring, a dynamic space to satisfy the artistic need of the client: create an immersive experience, where to play the leading role, once again is the light.

Starting with the featured videos that broadcast the installation on retro-style TV screens, we wanted to give a cryptic preview of the contents inside.

We recreated a curtain effect from the external windows which, once crossed, left room for a series of ethereal layers of semitransparent fabric, leading the visitor to discover the shapes, materials, and details of the Masiero lamps. Finally, we helped the brand to set up a selfie wall space in a corridor lit by 23 golden suspensions, where visitors could take a souvenir photo of the design week.

Results Achieved

Well done Location scouting and set-up design

The location for the fuorisalone fully satisfied the customer's requests, also supporting them in the realization of the set-up project. We also had positive feedback for the organization and support provided in managing relationships with external partners.

Marketing & Communication Director

It is well known that Milan Design Week is a crucial event full of expectations for those who work in the world of Design. For this reason, we needed someone to help us identify the most suitable location for the launch of the new collection and to support us in the organization. The partner we found with Smart Eventi, especially Stefania Scaccabarozzi, our contact person for this project, followed us throughout the organization of the Fuorisalone Masiero 2022. Thanks for the professionalism, availability, and spirit of collaboration.

Working with Stefania was a real pleasure, to which I offer my sincere thanks.


scouting location


scouting location

event management

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