MCM, which participated in Milan Design Week for the first time with its debut furniture collection, finished the exhibition on 21 April with over 22,400 visitors.
The MCM Wearable Casa Collection by Atelier Biagetti, exhibited at Palazzo Cusani and curated by Maria Cristina Didero, was selected for the shortlist of the 10 best projects for the Mention Technology of Fuorisalone Award 2024 among more than 1,000 exhibitions around the city of Milan.
Yellow branded MCM bags were distributed among the visitors to the MCM Pavilion, creating additional brand awareness for the German luxury label and the MCM Wearable Casa exhibition.
During the week, MCM saw 225 members of the press from 30 countries attending the exhibition and being guided by its teams.
In a related development, MCM brought its Wearable Casa exhibition directly to everyone’s doorstep via an innovative metaverse experience. The German brand “crafted a multiverse that defies expectations, seamlessly blending reality with the metaverse. This immersive experience ensures that everyone can explore and savour the wonders of MCM Wearable Casa from the comfort of their own homes.”
For details of the metaverse experience, visit http://www.mcmworldwide.com
About the Fuorisalone Award 2024
The Special Mentions of the Fuorisalone Award 2024 aim to select and promote projects, events and content of relevance for design, qualitatively innovative and rich in meaning.
The 10 projects for the Mention Technology of Fuorisalone Award 2024 were identified by the editorial staff of Fuorisalone.it with the help of the Technical Committee and competed to win the Special Mention dedicated to the theme of Technology. The awards team selected “projects that show a particular ability to innovate by re-establishing a balance between man and environment. The use of technologies as a central factor to protect the planet.”
The Fuorisalone Award website said of MCM Wearable Casa by Atelier Biagetti: “With an innovative project, the presentation at Palazzo Cusani promises a bold exploration of design, highlighting the Wearable Casa collection conceived by Atelier Biagetti. The general mood of the collection is characterised by a mix of irony and originality, which allows the objects to transcend their traditional roles and take the public into another world."
