Students from the BA in Graphic Design and Art Direction, the BA in Product Design, and the MA in Interior Design at NABA, Nuova Accademia di Belle Arti’s Milan campus, designed five original artistic installations, displayed from 14 to 27 January in five of the windows of Rinascente Milano, located on Corso Vittorio Emanuele — the iconic shopping destination at the heart of Piazza Duomo.
The five installations, which turned the store’s façade into a deep sea blue, were created as part of a special collaboration with MSC Crociere, Rinascente Milano Piazza Duomo, and the agency Dentsu Creative, for the project “La bellezza fatta su misura”, part of MSC Cruises’ campaign “In viaggio verso la bellezza”, curated by Dentsu Creative.
Guided by NABA lecturers Paolo Giacomazzi and Alberto Bettinetti, the NABA students involved in the project unleashed their creativity to bring to life the concept “Tailor-Made Beauties”, representing an emotional journey through the values and distinctive experiences that define MSC Cruises: the emotions experienced at sea, the pleasure of tasting food from around the world, entertainment, relaxation, and the exclusivity of the MSC Yacht Club.
Are you a company interested in collaborating with NABA?
Contact us here!
The first of the five window displays — true works of art conceived to enchant the viewer at first glance — is “La bellezza del mare” (The Beauty of the Sea), designed to evoke deep and immersive sensations. It poetically recreates the aquatic environment through a play of soft lighting and almost transparent blue-toned materials, carefully arranged to simulate the movement of sea currents. The message to passers-by is clear: let yourself be carried away by the silent beauty of the sea. The next display, titled “La bellezza dei sapori del mondo” (The Beauty of Flavours from Around the World), opens a window onto a variety of culinary traditions, narrated through a composition of ceramics and colours that evoke images, flavours, and scents from near and far. The third display, “La bellezza dello spettacolo” (The Beauty of Entertainment), invites viewers to connect with the vibrant energy of the performance world, conveyed through an elegant and unexpected arrangement of light tubes and fabrics that recreate the intense euphoria of a live show.
