Migliore+Servetto Architects decodes density from B&B Italia's identity

MILAN – For B&B Italia's half-century celebration at Milan Design Week, Migliore+Servetto Architects boils the furnishing brand's identity down to pure density.



Since its inception in 1966, B&B Italia reinforces its iconic reputation with predictable unpredictability, made possible through the company's breadth of creativity and innovation. Driven by founder Piero Ambrogio Busnelli's entrepreneurial mindset, the company's roots in consistent practice of research and development – and the people doing it – are what oil the gears of the idea-generating machine. 

But bringing these visions into reality is truly B&B's forte. Continuing the 'Made in Italy' signature, the brand tasked Milanese studio Migliore+Servetto Architects with serving its milestone on a platter as a digestive experience for Triennale di Milano visitors.



Led by Ico Migliore and Mara Servetto, Studio M+S deemed 'density' to be the sweeping explanation for the furniture brand's hefty track record of producing icons throughout the last half century. And what better way to convey the concept than with urbanity's centuries-long solution? The epitomy of density – a sky-high tower – is translated into the installation The Perfect Density.



Eight cages encapsulate the pillars of B&B Italia's modus operandi. Scrolls of graphics and videos delving into each facet interlace the vertical frameworks. No topic is left untouched, including its steady stream of tongue-in-cheek – and oftentimes downrright scandelous – graphic design, collaborations with pominent designers, a meticulous manufacturing process down to its skillful attention to detail and most importantly, the faces of architects, designers and employees which keep the brand ticking.



Horizontal ribbons of video wrap the perimeter of the Triennale's Impluvium to offer another layer to the narrative. Mirrored walls amplify the effect of the glowing composition complete with pulsating illumination.

Photos Andrea Martiradonna


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