From April 17 to 26, the installation in the Pharmacy Courtyard of the Università degli Studi in Milan will be inspired by play and leisure and will be dedicated to biodiversity. Visitors can discover a selection of products available on Amazon.it, including designer home accessories and furniture.
As part of the Interni Design Re-Evolution exhibitionevent, Amazon will breath life into “The Amazing Playground” at the FuoriSalone 2023, a large interactive space starring “SWING”, an installation curated by Stefano Boeri Interiors, which includes a selection of designer furniture products for the home available on Amazon.it.
“SWING” is a celebration of leisure time and an opportunity to rediscover the pleasure of light-hearted and fun moments. It’s also dedicated to the online shopping of furniture and decoration, an experience that today is as simple and pleasant as playing outdoors.
“SWING” is also a playful counterpoint to the often abstract rhetoric of sustainability, in favour of a national urban re-forestation project, such as Parco Italia promoted in the courtyard by Amazon Italia in collaboration with Stefano Boeri Architetti and AlberiItalia. The project aims to increase, improve and protect Italy’s natural beauty and its biodiversity through research and the implementation of systems that enhance the ecology of the forest. Amazon has committed to funding Parco Italia with 2 million euros, as part of a 20 million euro allocation across Europe for nature-based projects, that help make cities more resilient to climate change, improve air quality and increase biodiversity. Additionally, the funding aims to bring social benefits such as job creation and increased access to natural areas. Forestami, was the first project supported by Amazon, as part of Parco Italia, which contributed to planting over 6,000 trees in the metropolitan city of Milan in 2022.
The “SWING” installation is designed with sustainability in mind: the materials chosen can be broken down and reassembled to be reused in other contexts.
“We are proud to return for the second year running at the FuoriSalone, at the Interni exhibition-event, with ‘The Amazing Playground’, in such an iconic location of the Università degli Studi in Milan and with such a prestigious partner as Stefano Boeri Interiors. We hope that visitors will enjoy feeling a bit like children again by spending some time in our installation and thatthey will discover our wide selection of designer products for the home,” comments Michele Marini, EU Director of Amazon’s Furniture and Large Appliances categories. “Through this installation, we also want to tell people about our support for projects related to the preservation, improvement and restoration of the natural environment, which are part of our commitment to sustainability enshrined in the Climate Pledge Friendly programme. This includes Parco Italia, an urban forestation project through which we want to generate a positive impact for the communities where our employees and customers live.”
In addition to interacting with the installation, visitors will be able to scan the QR associated with each product and get all the relevant details. These will also include some of the 100,000+ products that meet sustainability standards and help preserve the environment, labelled Climate Pledge Friendly, available to Amazon customers in Europe.
In the courtyard, Amazon also presents technological solutions that facilitate the shopping experience of furniture products. Both on the site and in the Amazon app. Amazon customers can take advantage of Amazon Augmented Reality, which allows them to visualise products within the space in which they wish to place them; Amazon 360 Spin, which allows a 360° view of products; Discover, the feature that allows customers to filter items according to their style preferences by providing personalised recommendations; and Showroom, which allows customers to personalise and furnish their room with the items of their choice.
The Amazing Playground event is made possible thanks to the collaboration of numerous partners: Bialetti, De’Longhi, Groupe SEB with the brands Rowenta, Moulinex and Lagostina, Samsung Home Appliances, Alessi, Baroni Home, Bellissima (Imetec), Blomus, Composad, Driade, FontanaArte, Ichendorf, Inoxlm, KARE, LEGO, Motorola, MSI, Philips Hue, Sony, Steelcase, Swarovski, THUN, Umbra, Zafferano, Zinus. Technical partners: iGuzzini, Intel, Lenovo, Samsung Home Entertainment, Samsung Mobile Experience.