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THE IMPOSSIBLE SHOWROOM | exhibition | HEAD – Genève | 2022


The Departement of Interior Architecture at HEAD – Genève present the exhibition ‘The Impossible Showroom’ during the Milan Design Week 2022 at the ‘House of Switzerland’ in the heart of Milan in the Brera district.

The installation unveils a new typology of virtual reality environments specifically created to exhibit design objects. Developed by students of the Master of Arts in Interior Architecture (MAIA), the different VR spaces showcase a selection of furniture pieces by Swiss designers. The visitors will experience spaces that go beyond the visual vocabulary of physical representation and discover iconic furniture in unexpected ways.

To create these unique showrooms, the group was inspired by the materiality of the objects, the ethos of their designers, and the visual identity of the associated brands. The virtual spaces offer an interpretation of the worlds of Peter Zumthor, Fritz Haller, Pierre Jeanneret, Hans Coray, Atelier Oï, Big Game and Hannes Wettstein.

Students taking part in the exhibition: Nell Beller, Emma Birbaud, Kevin Chellakudam, Thomas Dreux, Samia Hilal, Vilma Hubalek, Valeria Lydia Kraehenbuehl, Emma Launay, Lisa Maahsen, Camila Perna, Sandy Pitetti, Anaïs Youssefi.


Publication ENTERING THE ROOM with VOLUME MAGAZINE.
Under the direction of Simon Husslein, with the assistance of Damien Greder, Dany Champion, Pablo Brenas

Photos: HEAD – Genève, Guillaume Collignon and Morgan Carlier

Video: HEAD – Genève

HEAD – Genève:
Director: Jean-Pierre Greff
Head of Department: Javier F. Contreras
Scientific Deputy: Valentina De Luigi
Unity teacher: Michaël Martin


















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