An immersive product experience translating color into a physical, emotional brand space.

AlphaTauri and Telekom wanted to express the Heatable Capsule’s core idea — personal temperature regulation through technology — without relying on conventional fashion storytelling.

Contribution: I led the concept and spatial direction for an immersive installation built around two monochrome chambers: one red, one blue. The experience translated temperature into color, and color into a visceral physical response, connecting product technology with perception, space, and emotion.

Selected contributions

• Developed the creative and spatial concept for the experience.
• Defined the narrative, visual, and sensory direction.
• Shaped the customer journey through the space.
• Connected product innovation with color, material, and emotional storytelling.
• Worked with production and build teams to translate the concept into a physical installation.

Impact: Presented at Fuorisalone Design Week in Milan, the installation turned a complex product story into a tangible human experience.