On the occasion of the 2017 Milan Design Week, 3M Design has teamed up with internationally-renowned designer Patricia Urquiola to create a shimmering installation that combines architecture, design and the magic of 3M material sciences.
Based on the belief that behind every memory, there is a story, and behind every story, there is a memory worth protecting, the installation titled “A Capsule of Memorabilia” will give designers, creative professionals and thought leaders an experience of protecting memories into the future through the union of architecture, design and innovative use of materials. 3M Design is partnering with Studio Urquiola to bring the protection of memories to life using 3M’s Novec products – designed to help protect, clean, preserve and cool products in smart, safe and sustainable ways.3
Visitors of the installation will experience a one-of-a-kind photo booth where they can snap memorable shots with friends and colleagues using the components of a camera submerged in Novec fluid. The photos will appear on a screen protected by Novec, giving visitors the opportunity to preserve and share their memories digitally through social media.
“It is exciting to be at Milan Design Week to share the magic of 3M material sciences to celebrate design and explore innovative possibilities that make people’s lives better,” said Eric Quint, chief design officer at 3M. “We have partnered with Studio Urquiola for this installation and together explored what’s possible through material science – reminding the world of the importance of protecting our collective memories.”
The inspiration behind the installation is the critical nature of ensuring that our memorabilia, whether physical or digital, live on into the future – from precious artifacts and irreplaceable works of art, to books in a library that are historical and unique, and data centers across the globe managing communication and storage, and photos taken from our smart phones and stored in the cloud to preserve the memory of life’s special moments. 3M Novec is the featured material utilized throughout the installation, helping to provide the peace of mind that our collective memories are secured and live on into the future.
“The qualities of the Novec products are fascinating and triggered our collaboration to express a bigger story in an experiential way,” said Patricia Urquiola, founder of Studio Urquiola. “The collaboration with 3M Design was inspiring because we shared similar values and a vision about how design and architecture can amplify the qualities of magic materials, and in this case how they can protect our memories in to the future.”
The “Capsule of Memorabilia” exhibit is located at the Central Plaza of SuperStudio and will be open to the public until April, 9.
all images courtesy of 3M