Eurostands by Mitograff, in collaboration with STS and Sergio Pappalettera, has produced the “Underarms Experience” installation.
“Underarms”: Experiential design bridging art and inclusivity, curated by Eurostands by Mitograff.
In Milan, an immersive and multi-sensory journey, designed by Sergio Pappalettera and staged with STS, offers a unique exploration of emotions, bodies, and identities. This installation seamlessly blends creativity and technology within highly scenic environments.
An unprecedented installation, designed to portray underarms as a symbolic part of the body that carries stories, emotions, and diversity, has taken shape in Milan thanks to the exhibition expertise of Eurostands by Mitograff. This is ‘Underarms – The Experience,’ the new exhibition commissioned by the Unilever brand ‘Dove’ and conceived and designed by designer and visual artist Sergio Pappalettera, which stands out for its multi-sensory approach and strong focus on identity.
In collaboration with STS, Eurostands by Mitograff oversaw the production and setup of the spaces, transforming the creative concept into a truly immersive experience. The project involved the creation of completely customized thematic environments that alternate luminous scenography, reflective structures, and narrative walls.
Visitors are welcomed by an immersive tunnel dotted with suspended spheres, simulating contact with the new Dove Advanced Care formula featuring Pro-Ceramide Technology. This luminous and sensory experience leads into the more scientific and educational part of the exhibit. Here, through interactive installations and surfaces, visitors can explore the skin and understand its complexity.
The journey culminates in the photo room, where 15 extra-large photographs, taken by three photographers from the Italian Institute of Photography, celebrate the underarms of real women with diverse visual languages. Each image tells a story of authenticity and diversity, restoring dignity and centrality to a part of the body often invisible.
The entrance to the “Care” area, enveloped by diffused lighting and lightweight fabrics, is conceived to evoke intimacy and delicacy. This entire installation is integrated into Dove’s communication strategy for promoting the Advanced Care deodorant line. However, the exhibition’s soul is expressed through the synergy of art, design, and executive project management. Eurostands by Mitograff ensured comprehensive technical support throughout the exhibition pathway, from production to on-site execution, thus playing a decisive role in the event’s success.
Underarms – The Experience” was launched to the public on May 16 and 17 at the Tenoha Concept Store, Via Vigevano 18, Milan.
