RADICI URBANE FOR OREFICI 11

During Milan Design Week 2022, Orefici11 concept store launched “Radici Urbane,” a project symbolizing roots bringing sustainability stories of Milan's culture and sport heroes into the store.

Our installation utilizes sustainable and recovered materials from Milanese companies focused on eco-consciousness, transforming carpets, fabrics, and mirrors into symbolic roots within the space. An interactive experience employs virtual technologies to immerse visitors in Milan's sustainable sites, suggested by local cultural and sporting figures, ranging from Ortomercato to recycling labs, the Naviglio della Martesana, and Parco Sempione. The Orefici11 experience blends physical and virtual dimensions. Talent interviews, displayed on integrated screens among the 'roots,' guide visitors through the project, highlighting OREFICI11's core values of Sustainability, Circular Design, and Exploration, alongside Milan's green initiatives.