Milani | Red is Bold

art direction
brand identity
creative direction
exhibition design
product design
social media


Orgatec 2022 was an opportunity for Milani to open up toward new international scenarios. At its first participation in a trade fair, the brand called us to design an iconic booth supported by a communication strategy that would stand for the Milani of today and its lately sustainable path.


Guided by a strategic approach that blended design and communication, we crafted the statement 'Red is Bold' to narrate the colorful, tailored, and sustainable Milani persona. The concept guided the design of the whole brand ecosystem at Orgatec: exhibition space, product, and cross-media communication.


To say 'Red is Bold' is to say Milani is brave, Milani is sustainable, Milani has a positive impact. We found in the brand's identity color the crossroad between the company's past and future, a tribute to the brand's roots and the self-awareness of having an impact. Both on people and the planet.

Exhibition design

We designed the booth by mixing the color-block aesthetic with a sustainable construction method, getting the highest wow effect and the lower environmental impact. Monochrome and upholstered walls celebrate the brand's colorful and tailored approach, while the structural modules - made of sustainable materials - were chosen to be reused or easily recycled. The stand tour moves between iconic pieces and new products, offering visitors a comprehensive overview of Milani furniture.

Capsule collection

We used the codes of fashion to create an exclusive Capsule Collection that supported the brand's long tailoring tradition, colorful roots, and current sustainable shifts. Each piece was upholstered in Seaqual, a fabric chosen for its recycled composition, with an off-sample color tone that paid homage to Milani's identity and excellent product-customization skills.


Red is Bold landed on digital channels: a dedicated landing page boosted the project on the web, while posts and stories covered the event and documented Red is Bold on social media. A tailored editorial strategy accompanied Milani at each step of the event: from teasing to follow-up.

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