Through the installation of “The Balloon” structures in key intersections throughout Milan, symbolic spaces are created in the four districts in which Salone del Mobile takes place during Design Week in Milan, Italy.
The balloon and structure createe an environment for the people, providing an escape from the busy-ness of Salone while also uniting the four distinctive districts of Milan: Tortona, Brera, Isola, and Lambrate. Each balloon and district is given its own color and logo with a subtle relationship to the project sponsor, ING® and their campaign “Voce Arancio”.
Additionally, a guerrilla marketing campaign was developed in which existing posters throughout the city were tagged with stickers containing the phrase: “Meet me at the balloon...” creating wonder as to what might be happening at these balloons.
Finally, to better navigate design week, an app was designed incorporating Twitter to provide the user not only with information about the most popular exhibits, but more importantly, connect them to others with common interests.