The Milano Design Week is one of the most important international events for design, with a focus on furniture design. For one week in April, it’s the best platform in the world for both young and established designers. In addition to design and furnishing, there are hundreds of commercial brands that like to surround themselves with the cool factor of design. These brands use the Design Week to showcase brand experiences and events, which get their brands and products associated with design as an image factor. In this environment it’s very hard to emerge with a distinctive piece of design that will stand out. Especially as pretty much everything goes since there are hardly any restrictions apart from health & safety.

During Milano Design Week 2013, we created The Wall of Opportunities in one of the most crowded districts of Milan during this period: Zona Tortona.

In day light, The Wall of Opportunities appeared as a first of its kind design installation consisting of 64 doors, coloured in shades of green in line with the Heineken brand colour. The doors were symbolic to illustrate what it means to “Open Your World”. On the night of the event, the doors were opening one by one and three stories of people grabbing their opportunities unfolded in a spectacle of visual effects and storytelling. The journey of a romantic traveller that by falling reaches even a higher destination. A post boy saving his boss’ life climbs the ladder of success. An artist finding inspiration from a paint can rises from the street to fame.

The entire event was performed live. Starting from the music, which was orchestrated to match each story to the changing choreographies involving professional actors and dancers. Each story had a different mood and feel, to build up to the grand finale in which the “Open Your World” message was revealed.

On the night of 11th April we repeated the performance three times. During each performance the audience space in front of The Wall of Opportunities reached the maximum capacity of 2000 viewers.

Over 6000 spectators attended the show at The Wall of Opportunities and went away encouraged to grab all the possibilities that life offers.

One satisfied client.