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The making of…Design Holding Wall

Design Holding, the brand new group gathering together three historic and successful design brands, Flos, B&B Italia and Louis Poulsen, debuted this year a cross-cutting booth at Salone del Mobile in Milan, initiating a new era for the design world. Entering the booth you were welcomed by a 80m tunnel, whose walls were covered with interactive illustrations, representing iconic products and designers of the three brands (from Achille Castiglioni to Ronan and Erwan Bouroullec, Gaetano Pesce, Nendo, and Patricia Urquiola), depicted and animated to disclose stories and secrets of their design process.

A brand new and surprising form of corporate storytelling, with innovative ways to interact and engage with the visitors.

Project Architect Calvi Brambilla 
Interaction design & user experience DotDotDot 
Illustrations Loris F. Alessandria
Animations Design Workroom


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