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U Feel MDW 23

Reality is__

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Innovation
Functionality
Creativity
Eco-Social Impact
Total
JURY VOTES
Set Design
5.09
5.59
5.22
4.99
5.22
Deepak Jawahar
Deepak Jawahar Cofounder at The Architecture Story
5.5
6
5.8
5
5.58
Dennis Vlietinck
Dennis Vlietinck Head of Design at Wink
4.5
5
4.5
5
4.75
Anne-Rachel Schiffmann
Anne-Rachel Schiffmann Director of Interior Architecture at Snøhetta
5
5.5
5
5
5.13
Nicolas Delefosse
Nicolas Delefosse Founder and Creative Director at NDDO
6
7
6
5
6
Giovanni Zaccariello
Giovanni Zaccariello SVP Global Visual Experience  at Coach
5
5
4.5
5
4.88
Farid Ziani
Farid Ziani Partner Architect Designer at KTX archiLAB
5
6
5.5
5.5
5.5
Gilbert Khalil
Gilbert Khalil Director of Design and Technical Services at Sunset Hospitality Group
4
7
4
5
5
Asif Din
Asif Din Sustainability Director at Perkins&Will
5
6
5
5
5.25
Sontaya Bluangtook
Sontaya Bluangtook Associate Design Director at UNStudio
5.5
5
5.5
5
5.25
Jocelyne Sacre
Jocelyne Sacre Design Strategist at Consultant
6
6
5.5
5
5.63
Liqun Lin
Liqun Lin Executive Director at Xiamen Wenqu Decoration Design
7
6
8
7
7
Cathy Figueiredo
Cathy Figueiredo Cofounder at Wanna
5
6
5
5
5.25
Lucy Bagshaw
Lucy Bagshaw Project Director at Tp Bennett
4.5
6
5
5
5.13
Lisa Adams
Lisa Adams Director of CitizenHKS & Sustainable Design Leader at HKS
5
5
5.25
4
4.81
Baoyu Tian
Baoyu Tian General Manager at Foshan Shengtianjia Lighting Equipment
5
5
5
5
5
Klein Dai
Klein Dai CEO at Algebraist Brand Management
5
5
5
5
5
Aaron Ye
Aaron Ye Founder and CEO at Atom Group
5
6
6
5
5.5
Bangsheng Yang
Bangsheng Yang Founder at Yang & Associates Group
5.7
6.25
5.75
5.25
5.74
Dirk Osinga
Dirk Osinga Founder at STUDIOSINGA
3
3
3
3
3
Woody Yao
Woody Yao Director at Zaha Hadid Design
5
5
5
5
5
Client
U Feel
Floor area
37 ㎡
Completion
2023
Budget
EUR 8000
Social Media
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Reality is__ conceived a stage design to accommodate and amplify the performances of the various DJs and musicians at UFEEL MDW 23. The design utilised simple geometric shapes and mirrored material to form a captivating focal point for the audience.

The event was hosted outdoors at the MiCo Convention centre in Milan. This setting for UFEEL MDW 23 resulted in the stage being beneath the presence of Milan's renowned trio of towers, conceived by esteemed architects Zaha Hadid, Arata Isozaki, and Daniel Libeskind. With the tower’s architectural impact in mind, a decision was made to incorporate them into the stage design. In order to achieve this, the stage was strategically positioned in a manner that allowed the audience to face away from the towers, creating an immersive experience where the surrounding environment was seamlessly reflected upon the stage. This helped to blend the stage in with the surrounding environment, mirroring the changing daylight and artificial lighting from the towers.

In addition to incorporating mirrored surfaces into the design, the central circle was incorporated to serve as a captivating reflection of the changing natural light. Throughout the day and with the use of coloured lighting and simple patterns, the circle transformed, shifting hues from the late afternoon, transitioning into dusk, and ultimately illuminating the space with vibrancy as evening descended. This created a dynamic canvas to frame the various performances.