For the 2024 edition of MDW, the theme chosen by Archiproducts to coordinate the exhibiting brands is water. 3M selects a product that perfectly interprets this year’s concept, presenting the DI-NOC film. A top-of-the-range product, this metallic line is made with seashell powder and is designed for applications in architecture and interior design.

Mercurio collaborates with 3M in narrating the brand’s presence at Fuorisalone within the context of Archiproducts. The project includes the production of teaser videos that anticipate Design Week to accompany the audience in discovering the DI-NOC line. During the exhibition, photo and video reportage content is created to tell the story of the film application phase, which is enriched by the valuable collaboration with Schriftart. The central element of the installation is the table, whose surface hosts a selection of the displayed finishes.

To evoke the origin and the processing of the films, 3M and Mercurio choose a hybrid visual language, combining 3D productions with maritime footage to enable fluid and evocative transitions between nature and technology. The produced content becomes part of the brand’s social media communication strategy, guiding the audience through 3M’s journey in Milan to discover the latest innovations in the world of architectural finishes.