At Home with the Millennials
The younger generation and the relationship with living styles were the focus of ‘ Onlife. Millennials at Home’, our exhibition for Milan Design Week. Here we give you a chance to take another look
The exhibition- installation ‘ Onlife. Millennials at Home’, based on an idea by Elle Decor Italia and inaugurated for MDW 2018, was a huge success with the public and critics alike. This high level of interest is attributable not only to its highly topical theme linked to lifestyles of the generations born after 1980, but also and especially to its unusual interpretation in the three dimensions of the exhibition itself. The project was curated by Livia Peraldo Matton, our magazine’s editor- in- chief, with exhibition design by DWA Design Studio, plus surprising interaction design experiences by AKQA and green contributions by the landscape architect Marco Bay. We nailed our set challenge, which was to develop an installation that engaged visitors personally in continual interaction between the analogic and digital worlds. Throughout the exhibition, in the rooms of eighteenth- century Palazzo Bovara, sound, visual and tactile effects, with playlists and soundtracks, videos and images, interactive wallpaper, furnishings and surface with touch- me textures provided visitors with the most faithful photograph of how Millennials live and their relationship with technology, made possible thanks to profiling by Future Concept Lab, of which sociologist Francesco Morace is co- founder and president. The four clusters identified ( DigitalNatives, 20 to 25 year olds; LifeSharers, 25 to 30 year olds, FamilyFans, 30 to 35 year olds; and HomeCurators, over 35 year olds) brought alive the very organisation of the exhibition’s conceptual and display layout, tangibly highlighting the differences in aspirations, needs, lifestyle and relationship with digital. After the Onlife Gallery, where a series of videos introduced the residents of the home to visitors, and the Onlife Lobby, where the residents themselves welcomed guests in their own languages, setting the mood by altering the intensity of the light in the room thanks to interaction with Google Home, the visit through the Millennials and their home models started. Along the way, sight, hearing and touch were stimulated by multisensorial experiences, and even smell was aroused by carefully selected fragrances in the different rooms, while taste was satisfied by the menu in the restaurant and the bar set up in the courtyard of the palazzo.
At home with the Millennials — p. 176