Creative direction and visual identity for the launch of the first collection of the furniture brand FROMM. at the Fuorisalone – Milan Design Week 2022.
We curated the full communication project: printed (catalog and brochure), digital (website), audio-visual installation, window decals and wall graphics for the showroom.
The FROMM. catalog is designed like a magazine: it presents the product collection by contextualizing it. It narrates the Qatari culture, the brand’s values and design process.
The site-specific audiovisual installation was inspired by the mirage and morgana effect in the desert.
For the duration of Milan Design Week, it animated the showroom at Via Savona.
The visual identity was extended to the three-dimensional space of the showroom: architecture, naturalistic landscapes, the contrast between Heritage and Innovation were the exhibition interpretation. The pattern of the window decals evokes the facades of buildings in the Msheireb district of Doha, the location of FROMM’s headquater.