Frames&Motion
Going Beyond Traditional Product Display
As part of the Design of Spaces workshop in collaboration with Campeggi, students of the Master in Interior & Living Design – Stefano Maggioni, Santiago Guido Guzman and Nino Chkheidze – reimagined the brand’s showroom near Milan. Their goal was to evolve the space both functionally and conceptually to better reflect Campeggi’s playful, dynamic, and forward-thinking identity.
The outcome of their exploration is Frames & Motion, a showroom concept that goes beyond traditional product display. It captures the essence of the brand, offering a clean, elegant environment that highlights the furniture while inviting curiosity, interaction, and surprise. Rather than overwhelming the visitor with elaborate design gestures, the space enhances the core qualities of Campeggi’s products: adaptability, movement, and transformation.
Going Beyond Traditional Product Display
As part of the Design of Spaces workshop in collaboration with Campeggi, students of the Master in Interior & Living Design – Stefano Maggioni, Santiago Guido Guzman and Nino Chkheidze – reimagined the brand’s showroom near Milan. Their goal was to evolve the space both functionally and conceptually to better reflect Campeggi’s playful, dynamic, and forward-thinking identity.
The outcome of their exploration is Frames & Motion, a showroom concept that goes beyond traditional product display. It captures the essence of the brand, offering a clean, elegant environment that highlights the furniture while inviting curiosity, interaction, and surprise. Rather than overwhelming the visitor with elaborate design gestures, the space enhances the core qualities of Campeggi’s products: adaptability, movement, and transformation.
Project Leader | Mentor
Matilde Cassani
Michele Ignaccolo
Project Authors
Stefano Maggioni
Santiago Guido Guzman
Nino Chkheidze
At the heart of the concept is a kinetic display system inspired by airport luggage conveyors. Campeggi’s furniture travels on a continuous loop, creating the illusion of movement – as if the pieces themselves are animated and alive. Clients can pause the mechanism at the touch of a button to explore a particular item in detail, assisted by a salesperson. After interacting with the piece and witnessing its transformation, it returns to the circuit, continuing its journey through the space.
To amplify the theme of transformation, the showroom features strategically placed mirrors. These mirrors reflect the motion and the furniture in abstract and fragmented ways, multiplying each configuration and creating a surreal, immersive atmosphere. The result is a space that visually and conceptually reinforces the infinite possibilities at the heart of Campeggi’s design philosophy.
