LAUFEN space milano opens with suspended installation of reflections

am I open-minded? this is the question prompted at the new LAUFEN space milano by a temporary installation created by italian designer matteo fiorini with studio LYS. the designers’ suspended installation of reflections, transparencies and, at its heart, KARTELL by LAUFEN bathroom designs reflect the artistic nature of the swiss brand’s showroom – or not showroom as it abundantly becomes clear. the space is just that; a space to exhibit wider culture, the innovations in design, the discussions of art, and not just a showcase of bathroom furnishings.

designboom visited the temporary installation at LAUFEN’s new space during milan design week 2021, ahead of its redesign and official opening in october 2021.

all images courtesy of LAUFEN

LAUFEN space milano joins the other spaces of the swiss brand around the world, from madrid to moscow, miami to vienna and prague to berlin. konstantin grcic designed the berlin space as if a gallery for experimental concepts, dialogues and exhibitions, whereas patricia urquiola built a framework in front of the interior walls of an early 20th century villa in madrid as a functional display without damaging or distributing the ancient elegance of the setting. each space is unique in how it interprets the brand and the broader themes intertwined with design. this concept ensures settings for debates and inspiration, where artistic exhibitions can be displayed, and not simply a place for classic presentations of bathroom designs.

‘in this way, each space becomes a local broadcaster that helps shape and convey the international program, presenting the LAUFEN brand as the urban focus of cultural debates. we’re moving away from prestige. we’re moving towards dialogue,’ explains roger furrer, marketing director, LAUFEN. ‘we want to highlight the brand experience as a seamless and holistic concept which is creating a network of all our spaces around the world, as well as a space for research, interpretation and questioning of existing solutions and concepts.‘

located on via manzoni, the LAUFEN space milano sits in between the fashion district and the design district of brera. being a stone’s throw away from la scala inspired the concept of the space as if a stage for the voice of LAUFEN to come to life on. the pre-set sees visitors walk into an internal courtyard under the watchful gaze of young models portrayed by international fashion photographer hugo comte for the KARTELL by LAUFEN campaign. the original building was brighten, opened up and connected into a fluid layout with four main areas including the terrace: the entrance room, open exhibition space and mezzanine. inside, the space was designed for flexibility with restrictions as much as a no word as showroom for LAUFEN.

after climbing the stairwell from the tcourtyard, visitors then embark on an immersive journey into the exhibition, currently installed with a dream-like, futuristic bathroom experience. an LED wall at the entrance depicts the series of designers who have worked with the swiss company.

the fluid exhibition space smartly utilizes flexible elements to change shape, illuminate, emit sound, project animations and suspend objects. these physical and digital parameters can freely combine to evolve and transform it over time with different artists, product presentations and events. the new ceiling, where columns seem to melt as they meet the top, references LAUFEN’s connection to nature.

six 12 meter-long slabs on the ceiling lend movement and light to space as if inspired by the flow of water, a natural element of great importance to the company and its relationship with the environment. hanging layers iridescently reflect light in an interplay of colors and transparencies, which can be changed according to the installation. these lightweight panels form temporary rooms that overlap in layers, referencing the complexity of LAUFEN and the numerous characters that make its identity. it also directly reflects the concept of the space able to flexibly transform to adapt to show products, different events and exhibitions. LAUFEN products are indeed scattered throughout as if sculptures in an art gallery.