on the occasion of the milan design week 2017, 3M design have collaborated with internationally-renowned designer, patricia urquiola, to create a sparkling and engaging outdoor installation, embedded with architecture, design and science. based upon the belief that behind every memory, there is a story, and behind every story, there is a memory worth protecting, the exhibit, titled ‘a capsule of memorabilia’, captures the memories of guests and protects them with high importance. it enhances 3M design’s smart, safe and sustainable NOVEC™ products – initially a molecule invented for fire, environmental degradation and ageing protection – to help defend, clean, preserve and cool additional electronics and data storage systems.

3M-patricia-urquiola-milan-design-week-designboomnews
the space is located at the superstudio più in the tortona district
all images courtesy of 3M design

 

 

it is exciting to be at milan design week to share the magic of 3M material sciences to celebrate design and explore innovative possibilities that make people’s lives better,said eric quint, 3M chief design officer. ‘we have partnered with studio urquiola for this installation and together explored what’s possible through material science – reminding the world of the importance of protecting our collective memories.

3M-patricia-urquiola-milan-design-week-designboom02
eric quint, 3M chief design officer

 

 

located at superstudio più in the tortona district, 3M design’s ‘a capsule of memorabilia‘ welcomes guests through a curtain of glistening silver strips into a shaded space with a one-of-a-kind photo booth. here, visitors can snap irreplaceable shots with friends, colleagues, and other design enthusiasts using the components of a camera submerged in NOVEC™ fluid. these types of memories define who we are and with a click of a button, enables people to share them on social media using #3Mprotectmemories.

3M-patricia-urquiola-milan-design-week-designboom04

 

 

the qualities of the NOVEC™ products are fascinating and triggered our collaboration to express a bigger story in an experiential way,said patricia urquiola, founder of studio urquiola. ‘the collaboration with 3M design was inspiring because we shared similar values and a vision about how design and architecture can amplify the qualities of magic materials, and in this case how they can protect our memories in to the future.

3M-patricia-urquiola-milan-design-week-designboom05

 

 

patricia urquiola has created the installation to unite elements of architecture, design, technology and the innovative ‘magic of materials’ during the perfect occasion – the milan design week. although seen as very experimental, the stand is dedicated to guests, providing a meaningful experience and capturing a treasurable moment of their time in the design capital. the space is open throughout the week, running from 4th to 9th april.

3M-patricia-urquiola-milan-design-week-designboom06
the camera components and date storage systems are submerged in NOVEC™ fluid

 

 

‘a capsule of memorabilia’ installation follows 3M design’s previous collaboration with the italian architect, stefano boeri, at the milan design week 2016. named the ‘urban tree lounge‘, tall plants of 3M dichroic film ‘leaves’ were suspended from a canopy of reflective film. the exhibit created a fascinating setting of kaleidoscopic wonder, where the issues of sustainability were at the forefront.

3M-patricia-urquiola-milan-design-week-designboom07

 

3M-patricia-urquiola-milan-design-week-designboom08
the images are displayed on the installation’s large screens

 

3M-patricia-urquiola-milan-design-week-designboom09
pictures can then be shared across social media with a simple press of a button

 

3M-patricia-urquiola-milan-design-week-designboom10
the displays are kept cool within the pool of NOVEC™ fluid

 

3M-patricia-urquiola-milan-design-week-designboom11
patricia urquiola, founder of studio urquiola
image © alessandro paderni

    have something to add? share your thoughts in our comments section below.

    comments policy
    LOG IN
    designboom's comment policy guidelines
    generally speaking, if we publish something, it's because we're genuinely interested in the subject. we hope you'll share this interest and if you know even more about it, please share! our goal in the discussion threads is to have good conversation and we prefer constructive opinions. we and our readers have fun with entertaining ones. designboom welcomes alerts about typos, incorrect names, and the like.
    the correction is at the discretion of the post editor and may not happen immediately.

    what if you disagree with what we or another commenter has to say?
    let's hear it! but please understand that offensive, inappropriate, or just plain annoying comments may be deleted or shortened.

    - please do not make racist, sexist, anti-semitic, homophobic or otherwise offensive comments.
    - please don't personally insult the writers or your fellow commenters.
    - please avoid using offensive words, replacing a few letters with asterisks is not a valid workaround.
    - please don't include your website or e-mail address in your comments for the purpose of self-promotion.
    - please respect jury verdicts and do not discuss offensively on the competition results
    (there is only one fist prize, and designboom usually asks renown professionals to help us to promote talent.
    in addition to the awarded designs, we do feel that almost all deserve our attention, that is why we publish
    the best 100-200 entries too.)

    a link is allowed in comments as long as they add value in the form of information, images, humor, etc. (links to the front page of your personal blog or website are not okay). unwelcome links (to commercial products or services of others, offensive material etc. ) will be redacted. and, ... yes, spam gets banned. no, we do not post fake comments.

    design news