Icona STC at Fuorisalone 2021: the Microlino steals the show in Milan
We collaborated with Icona STC to design a unique exhibition experience at Fuorisalone 2021, featuring futuristic products and innovations in the heart of the Tortona district
Services
Venue Scouting
Goals
Designing an immersive path through three thematic areas to showcase innovative design and futuristic projects at Milan's Fuorisalone
The Client’s Request
Icona STC at Fuorisalone: finding the perfece venue in Milan
Location a Milano partnered with Icona STC to identify the perfect venue for the Fuorisalone 2021. The goal was to craft an engaging journey that would guide visitors through various thematic areas, each showcasing products distinguished by futuristic and innovative design. Among the highlights, and garnering attention even across social media channels, was the Microlino — a symbol of the future of electric urban mobility. This collaboration allowed the client to orchestrate an experience that was both immersive and highly memorable.
Location a Milano’s Proposal
Icona STC's exhibition in Tortona
Icona Design Group, an Italian leader in groundbreaking projects spanning automotive, smart cities, smart mobility, sanitation, and product and industrial design, made its debut at the Milan Design Week Fuorisalone. Location a Milano meticulously curated an event that offered the public an exhibition itinerary in the vibrant heart of the Tortona district. Visitors, both Italian and international, had the opportunity to explore a curated selection of the most innovative works in automotive, industrial, and product design — emblematic of Icona STC’s first decade of achievements.
The chosen venue on Via Tortona was designed to enhance the visitor experience, offering a seamless flow through three distinct thematic areas. Each area was carefully structured to highlight different aspects of design innovation, creating an immersive journey that combined creativity with accessibility. Guests could move freely, absorbing the cutting-edge concepts that have defined Icona STC’s growth.
Achieved Results
Icona STC at Fuorisalone in Milan: a memorable event
The event unfolded in a lively yet welcoming atmosphere, successfully blending innovation with a sense of conviviality. The objective of presenting the most groundbreaking creations within a pleasant and engaging environment was fully realized thanks to careful and detailed planning at every stage.
Location a Milano excelled in organizing an experience capable of captivating a large audience while securing a venue perfectly suited to the client’s needs and the specific demands of the Salone del Mobile. Additionally, professional hostess services were provided throughout the event, and the client received comprehensive support for the overall event organization, including permits, communication, and strategic consultancy. The result was a seamless, high-quality experience that impressed both visitors and organizers alike.