MAD presented Momentum at Milan Design Week 2023

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Momentum

MAD Architects, led by Ma Yansong presented the installation “Momentum” in the main atelier of Milan Design Week 2023, in collaboration with Interni and AXA IM ALTS.

Momentum attempts to capture the moment of artistic production by using the simplest cube as a vehicle for many types of art expression. Momentum, which was on display at the Salone del Mobile, aims to suggest the solidification and refinement of time through this shape.

Momentum’s skin reflects the surrounding surroundings at Statale University’s courtyard during the day, becoming its own ever-changing art form. The lighting within creates a new character as night falls and the work becomes translucent and ethereal.

Momentum is also a combination of virtual art and physical installations. It features an AR (Augmented Reality) art experience, where viewers may experience fantastical virtual art by scanning a QR code on Instagram and becoming a creator of their own.

During this, MAD’s fourth-time participation in Milan Design Week with the main installation, the works brought have been accompanied by a breakthrough of boundaries and the integration of diverse arts. With the end of the COVID pandemic, we’ve placed more consideration on communication and the interchange of multiculturalism. Past work includes Invisible Border 2016, Fifth Ring 2018, and Freedom 2021.

Project Details:

Type: Installation
Material
: P.A.T.I. ETFE polymer
Dimensions: 8m * 8m * 12.5m
Design team: Ma Yansong, Dang Qun, Yosuke Hayano, Andrea D’Antrassi
Partner with: Interni, AXA IM ALTS
Engineering: Maco Technology srl, Roberto Maffei
Light Design: Luce & Light
Motion Designer: Studio AIRA
Fog Effect: Nephos
Images: Moreno Maggi, Andrea D’Antrassi, Matteo Vercelloni

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