Masiero, an immersive experience at the Salone del mobile 2022


The Customer's Request

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

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

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.

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