The Amazing Walk

At the Cortile della Farmacia of the University of Milan, Amazon has inaugurated 'The Amazing Walk', an installation conceived by MAD Architects as part of the INTERNI Cross Vision exhibition-event, which includes a selection of home furnishing and design products available on Amazon.it.

Until Sunday 28 April, visitors will be able to freely visit the installation, allowing themselves to be transported into an evocative setting where the majesty of a mountain is reflected on a stretch of water, and enjoy a true immersive experience discovering the wide selection of products for the home, furniture, lighting, smart home and technological accessories, from the most accessible to the most sought-after. Among the products on display - all available within the Amazon Design Week 2024 showcase - there are proposals from the Amazon Seconda Mano showcase and part of the Climate Pledge Friendly programme, to show visitors how everyone, in their daily lives, can make conscious choices when shopping on Amazon; and products from the Made in Italy showcase - within which, on the occasion of Design Week, a new category entirely dedicated to Italian design is available: 'Design Made in Italy'.

For Amazon, the Milan Design Week is a valuable opportunity to offer visitors an experience that reminds them how design is able to fuse art and functionality in everyday life. The Amazing Walk, in fact, presents design products available on Amazon.co.uk and symbolises the customer shopping experience, based on breadth of choice, convenience, ease of use, comfort and speed of delivery as distinctive and indispensable elements.

Through a vision of the object that goes beyond what is shown, MAD Architects conceived the mountain as a structure as simple as it is engaging, capable of transporting the visitor into a new dimension to be explored.

The impact of the installation lies not only in what is immediately visible, but above all in what it contains and reveals step by step.
In addition to discovering the products on display within the installation and the related information thanks to QR codes leading to product pages on Amazon.it, it will be possible to learn more about the services that Amazon makes available to customers to improve product search, selection and shipping functions. All this will be illustrated on a series of screens integrated into the exhibition area, two of which will tell the story of Amazon's commitment to enhancing Made in Italy and supporting the Circular Economy. In addition, visitors will be able to freely interact with the installation through an interaction design project developed by Studio AIRA.

The experience of "The Amazing Walk" will be further enriched thanks to "Walk in Sound", a series of ten musical performances realised in collaboration with the Filarmonica della Scala and the Conservatorio Giuseppe Verdi in Milan and sponsored by Samsung Audio Video, scheduled from today until 28 April with free access subject to availability*.