Apple Iphone presentation, Milan, 2008

gianluca milesi architecture

concept

The proposal for the installation of the launch of the Apple iphone in Milan is conceived as an exhibition of historical products of Apple and Macintosh commercialised since their birth.
The ending final part of exhibition is dedicate exclusively to the iphone.

In order to give the informations to the visitors, according to the shape of the gallery hosting the event and at the some time to exhibit clearly the products, a ribbon-shaped volume is conceived; aside the ribbon 60 boxes contain an display the historical pieces of the collection.

The ribbon-shaped volume carry graphics and plasma screens displaying informations and commercials and is lit from the inside.
The boxes shape reminds the design of the last generation Apple products, still interpreting it in a consistent way with the project conception.
Both the ribbon and the boxes are built with white plexiglas except for the vertical sustains that are built with steel.

Because both the ribbon and the boxes are lit from inside the walls of the gallery are painted of black, so just the info and the products are visible.

The installation was supposed to be built in the summer 2008.
The client is Consolo Produzioni for Satchi advertising company in Milan.