The Future House
Project title
The Future House, Milan

Project description
Realisation of the set design of the showroom Bang&Olufsen

Showroom Marta Sala éditions, Corso Monforte 15, Milan (Italy)


Project team
Architecture: It's
Setting and Lighting: Massimo Zanelli
Furniture: Peroni S.p.a.

Video Artist
Studio Vertov (Luca Scarzella, Anna Frigo, Michele Innocente) 

Antonello Raggi 

Video service
ELETECH s.r.l. 


Complete (design and construction)


Setup date

Design data
Gross area: 80 sqm

12.000 €

The house of the future should be a flexible place, hyper connected and able to regain a new relationship with the nature. The layouts should be adaptable to the evolution of time and inhabitants needs. The house should be connected with its dweller, in order to become a body extension and interact with it.  The harmonious exchange with nature should take place thanks to the technology evolution and the acquisition of awareness.

With these preconditions, we imagined the set design for the presentation of B&O new products: a room redefine by a curved perimeter developed as a 360° screen where images and landscapes alternate, in order to build an enchanting and timeless space. Fragments of daily life and fragments of nature merge together as a collage, which evoke the image of a futuristic society.

The showroom becomes an immersive space, a capsule where, the new B&O products placed on top of elegant design furniture are enhanced in their iconic and symbolic value. Time and space flows while the B&O objects, with their refined design and their simple shape remain contemporary and eternal.