IMAGINE Dials Up the Volume on WESTWING
Milan Design Week, an annual extravaganza that defines global design trends, witnessed an extraordinary blend of technology and aesthetics this year, thanks to a pioneering collaboration between WESTWING and IMAGINE. The home and living e-commerce leader, WESTWING, debuted at the renowned Fuorisalone with a multisensory exhibition titled 'Live Beautiful', which was significantly enhanced by IMAGINE’s innovative sound activation.
Harnessing the Power of Sound for an Immersive Experience
Sound is often the unsung hero of sensory design, capable of evoking deep emotional responses and transforming physical spaces into immersive landscapes. Recognizing this, IMAGINE teamed up with Tonwelt to integrate a sophisticated sound activation system into the WESTWING exhibition. Tonwelt’s Spheric system was used to realise a spatial audio experience that changed dynamically throughout the space, creating a seamless auditory experience that complemented the visual splendour of the displays.
The 'Live Beautiful' Exhibition: A Journey Through the Senses
Located at Via Statuto 11 in the vibrant Brera district, the 350 square metre pop-up space was transformed into a journey through carefully curated rooms, each designed to engage and inspire through all senses. The exhibition not only showcased selected items from the Westwing Collection but also highlighted how thoughtful design could create an emotional narrative through scent, touch, and, significantly, sound.
As visitors moved from room to room, they encountered different soundscapes crafted to enhance the thematic ambiance of each area. From a soothing, gentle meditation in a room of ultracomfort, to a dining table,split in half with afternoon and evening mealtime atmospheres, the audio elements played a pivotal role in making each environment feel alive and engaging.
Visitor Reactions and Impact
The reaction from visitors was overwhelmingly positive, with many expressing amazement at the level of immersion achieved. Social media buzzed with excitement, as attendees shared their experiences of the unique blend of sound and design. "The atmosphere transferred from the vibrant city to our showroom, making it a night to remember," commented one guest, reflecting the general sentiment.
The innovative use of sound not only enhanced the aesthetic appeal of the products but also cemented WESTWING’s reputation as a forward-thinking brand at one of the most important design fairs in the world.
Looking Ahead: The Future of Multisensory Exhibitions
The success of the 'Live Beautiful' exhibition serves as a compelling case study for the future of retail and exhibition design. As brands seek more profound connections with their audiences, multisensory approaches, especially those that incorporate sound intelligently and creatively, are likely to become increasingly prevalent.
IMAGINE’s role in this pioneering project underscores the potential of sound activation to transform traditional displays into dynamic, memorable experiences that resonate on an emotional level.
