Urban Roots
During the Milan Design Week 2022, Orefici11 launches “Radici Urbane”, a project that, like a tree with its roots, brings inside the store a sap made of sustainability stories of Milan's culture and sport heroes.
A physical installation made up by sustainable or recovered materials, from carpets, to fabrics, to mirrors, coming from companies in the Milanese hinterland with a focus on sustainability. Materials that in their new cycle of life will become roots and occupy the store.
An interactive experience created with cutting-edge virtual technologies to immerse yourself in Milano’s sustainability sites as suggested by the city's culture and sport heroes: from Ortomercato to the recycling labs, passing through Naviglio della Martesana and Parco Sempione.
The experience within Orefici11 involves multiple dimensions, from the physical to the virtual one. The talents interviews walk you through the project supported by screens integrated between the roots and guide us into a reality in which the pillars of OREFICI 11 (Sustainability, Circular Design, Exploration) and the green dimension of Milan have a prominent role.
@orefici11
#RadiciUrbane
Program
