Our experience design team at Milan Design Week

Milan Design Week 2025

Our experience design team, led by Fabio Scotto di Clemente, returned from Milan with a strengthened conviction:

Emotion, storytelling, and sensoriality are the new materials of design.

Two installations particularly stood out for Fabio:

Lavazza – Coffee as an Immersive Ritual

In an enveloping scenography, Lavazza transformed a daily gesture – drinking coffee – into a cultural, poetic, and almost spiritual experience.

A delicate mist rose from the center of the installation, where a cool shower evoked rainfall in a tropical forest. The humidity in the air, the scent of coffee and damp earth, and the muffled sound of droplets created a multisensory immersion that resonated with our instinctive memory.

Why is this new?
Because space is no longer just about function. It speaks to all the senses, activates deep sensory memory, and reinvents ritual as a bodily experience.

Google – Emotional Technology

Google surprised visitors with an installation full of softness and humility: no overwhelming screens, just light and physical interaction.
Here, you could literally touch the light. Beams responded to movement and presence, creating a sensory dialogue between the human and the space. The soundscape, both hypnotic and enveloping, added a near-meditative dimension to the technological experience.

Why is this new?
Because it’s a fluid, emotional, almost invisible tech. Instead of dominating, it adapts to gestures, soothes the mind, and creates a sensitive connection with the environment. The space becomes an intuitive interface, a sensory refuge.

At Factory, these two experiences reinforced our belief: the future of design lies in controlled sensory intensity.
In a world saturated with information and visuals, innovation means bringing bodies back into space, touching emotions, and awakening deep perceptions.

We don’t just design functional or aesthetic spaces.
We shape places that are lived in, felt, and remembered.
Places that leave a mark because they resonate with who we are deep down: sensitive beings.

Experience design is no longer a bonus – it’s at the heart of how we think about interior architecture.