Through Alcantara. The Beauty of Innovation is the name of the installation on display at the ADI Design Museum in Milan. It was inaugurated on April 18 to coincide with the 2023 Car Design Awards, an award ceremony organised since 1984 by the magazine Auto & Design to recognise projects that have contributed significantly to the evolution of automotive design.
Through Alcantara. The Beauty of Innovation: Alcantara installation at the ADI Design Museum
EVENTS
THROUGH ALCANTARA. THE BEAUTY OF INNOVATION: ALCANTARA INSTALLATION AT THE ADI DESIGN MUSEUM
Alcantara presents a creative installation, inspired by the Lewis Carrol novel, at the Design Museum in Milan for the 2023 Car Design Awards.
Video of the installation at the ADI Design Museum in Milan
Inspiration and concept
The creative installation, on display at ADI throughout Design Week, is inspired by Through the Looking-Glass, Lewis Carroll’s visionary novel and sequel to Alice in Wonderland.
The name is designed to evoke the concept of crossing a border and discovering on the other side a wonderful world to explore, which enchants and inspires.
Sustainability, innovation and vision
As such, through the installation, guests are invited to enter the world of Alcantara to discover the brand’s uniqueness and innovation, combined with a sustainability journey supported by independent certifications and verifications.
Mirrored walls adorned with the company’s “mantras” (sustainability, innovation and vision) and the interactive LED screens which illustrate them frame the spectacular and impressive three-dimensional installation consisting of material drapes unrolled and hung at various heights.
The three-dimensional and all-encompassing sensory experience sees the tactile material take over the space, which it transcends through the infinite number of possible colours, textures and processes.
The opening event was attended by the design community as well as the trade press and personalities from the automotive world
Where design, sustainability, innovation, performance, luxury and tailoring are concerned, Alcantara unquestionably takes centre-stage, combining the state-of-the art with unique technical, aesthetic and sensory performance.
