Location: Palazzo Clerici, Milan
Client: Creative Holland
Gross floor area: 4.000dm2
Project team: Remi Versteeg, Stijn de Weerd, Gijs Baks, Joost Baks, Damien Loch
Participants: Reinier van der Aart, Joep Beving, Wiebe van den Ende, Jan Robert Leegte, Gerrit Rietveld
Contractor: Verwol, Opmeer
Plants: Het Groenlab, Amsterdam
Graphic Design: Sanne Beeren
Website: Jan Robert Leegte
Photography: Lorenzo Zandri
Amid the hectic pace of the Milan Design week, a space of serenity was introduced.
´The Museum´by Space Encounters office for architecture is an extroverted installation that holds the archetypical qualities of an orthodox museum.
With a deconstructed composition of spaces, it creates an experience of grandeur within half scale architecture.
The temporary installation was designed to counter the overwhelming scale of the Milano Fuorisalone and allow visitors to endue a comprehensive experience through a single journey.
The entirety of the journey was based around focus. We felt that sustaining focus throughout an intense week of exhibitions takes energy, so giving the user a calm non intrusive atmosphere allowed them to be consumed by everything the space had to offer.
The Museum exhibited Hollands´ creative industry and touched upon disciplines of architecture, photography, music, design, fashion, VR, film and digital communication throughout. Each structure differing from the last giving the visitor a feeling of suspense as they continued forward.
Built simply from matt blue MDF panels the structure sits softly in the centre of the Pallazzo Clerici courtyard like some unidentified object that has fallen from above. The intention was to create intrigue externally and subconsciously surround the visitor with a collection of Dutch creativity internally.
As the journey is a singular route, the visitors personal response to each space is key. There is no human interaction taking place within ´The Museum´, therefore the visitor must focus to fully comprehend all the creative threads that are weaved inside. Every transition evokes a new emotion allowing the visitor to refresh their focus and clearly see the details.