perforated metalized membrane coats MAD’s amazing walk triangular installation in milan

MAD Architects releases ‘Amazing Walk’ for Milan Design Week

MAD Architects, in collaboration with Amazon, present the ‘Amazing Walk’ installation for Milan Design Week 2024 at FuoriSalone 2024 as part of the INTERNI Cross Vision event exhibition. The installation will be open to the public from April 15th to 28th in the Cortile della Farmacia dell’Università degli Studi di Milano, featuring a selection of home furnishing and design products available on Amazon.it.

The ‘Amazing Walk’ walk-through installation offers visitors a sensory journey within a unique setting, where the geometric mountain-like formation reflects on a body of water. Visitors will have the opportunity to walk along a suspended path over the water, symbolically representing customers’ exploration journey of products of their interest. As visitors traverse the mountain, they will experience an immersive journey, exploring a wide selection of home products, furnishings, lighting, smart home devices, and technological accessories, ranging from affordable to premium offerings.

walk-through mountain-like structure reflects on water

The ‘Amazing Walk’ lets visitors take an inspirational walk through the exploration of products for home, furniture, lighting, smart home, and technology accessories available on Amazon.it. Through a vision that goes beyond what is shown, MAD Architects has conceived the mountain as a structure capable of transporting the visitor into a dimension to be explored. In this evocative context, the arcades of the Cortile della Farmacia are reflected on a mirror of water, transforming the installation into an unexpected journey. A play of angles and heights conveys the beauty of a non-place, while the surrounding environment contains and enhances the installation.

As evening falls, the scenery changes, as lights and fog emphasize the blurred boundaries of the work’s different materials, making it ethereal, suspended, precious. The mountain consists of 150 structural triangles made of natural aluminum, all of uniform dimensions and covered with a micro-perforated metalized membrane commonly used for architectural facades. This membrane (Microperforated Membrane, SOLTIS FT 381 – Serge Ferrari) is used in two colors: silver-metallic and milk green, and is 100% recyclable. Visitors can also interact with the installation through an interaction design project developed by Studio AIRA.

In addition to discovering the products on display inside the installation and the relevant information thanks to QR codes leading to the product pages on Amazon.it, it will also be possible to explore through a series of screens integrated within the exhibition area the services to improve product search, selection, and delivery functions, as well as the company’s commitment to enhancing Made in Italy and Second Hand and Climate Pledge Friendly products.

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project info:

name: The Amazing Walk

architect: MAD architects | @madarchitects

lead architect: Ma Yansong | @mayansong_mad

associate partner: Andrea D’Antrassi | @andrea_dantrassi

design team: Ma Yansong, Dang Qun, Yosuke Hayano, Andrea D’Antrassi, Giovanni Colombara, Alessandro Fisalli, Paolo Pirri, Gianluca Rovere, Luca Genualdo

realization: Amazon Italia | @amazon.it

partners: Amazon.it, Interni

structure: Maco Technology

lighting design: Artemide

interaction design: Studio AIRA

fog effect: Nephos Swiss Fog

composite film: Giovanardi

sound design: Valerio Baiocchi

TV: LG Electronics

tablet & PC: Samsung Mobile Experience

audio: Samsung Audio Video

photography: Moreno Maggi
video: Amazon Photos

location: Cortile della Farmacia, Milan, Italy