The new Laufen space in Milan is located in the area that perhaps best represents the creative nature of the city: a place where the fashion district, Piazza della Scala, the Duomo and Brera come together.

Matteo Fiorini and Studio LYS are the authors of the interior design and of a temporary installation, entitled "Am I open-minded?", which during the last Milano Design Week (4 to 10 September 2021) showed the artistic side of the products. These were exhibited as if they were real sculptural works, in a museum itinerary characterised by hanging wings made of an iridescent material that reflects light on the walls and ceiling in a play of colours and transparencies.

The project is conceived as a superimposition of interwoven layers to show the complexity of the Laufen brand. The public and customers will be able to share a brand experience both through products, technical details and sophisticated materials as well as through video and image installations.

The new Laufen space Milano firmly moves away from the classic showroom concept and the representation of the bathroom. Rather, it is a place of exchange and discussion, where various forms of visual art can contribute to changing our understanding of the home and the bathroom.

Through the various Laufen spaces scattered around the world – Madrid, Moscow, Milami, Vienna, Berlin, etc. – as well as with the Laufen Forum in Switzerland, the company offers a broad vision of its identity, leaving creative freedom to internationally renowned designers and artists.

"In this way, each space becomes a local broadcaster that helps to shape and convey the international program, presenting the LAUFEN brand as the urban focus of cultural debates. We're moving away from prestige. we're moving towards dialogue," said Roger Furrer, Marketing Director, Laufen.