Curated by Studio Palomba Serafini, with whom the brand has partnered since 2004, the Tubes booth is brought to life by micro-architectures that play host to precious caskets. The booth outfit symbolises the brand’s desire to make the radiator aesthetically and culturally centric, transforming it from an object that needs to stay hidden into a cult element, rendered visible and valuable as a decorative element.

Each installation works like a showcase, where the Tubes products are accompanied by two-dimensional cut-outs of historic design or functional objects. The heart of this space is the radiator, traditionally relegated to second place but elevated here like a work of art, a sculpture to be shown off and valued, owing both to its functionality and its styling.

In this context, a video work generated by Artificial Intelligence (AI) has also come to life, further amplifying the concept of the radiator as a cult object. The multimedia work was created by Alessandro Gomiero, an expert in generative AI and artist. The video, which is played on a video wall spanning approximately 16 square metres, is not only an interpretation of the brand’s products, but a work of art that brings together technology and design, exploring the world of Tubes radiators and their shapes with a creative vision and a game of emulations.