Momentum by MAD at Milan Design Week 2023


MAD Architects, led by Ma Yansong presented the installation “Momentum” in the main atelier of Milan Design Week 2023, in collaboration with Interni, Axa Immobiliare Alts.

Momentum seeks to freeze the moment of art creation, with the simplest cube is used as a carrier to undertake different forms of art expression.

Momentum, exhibited during the Salone del Mobile, hopes to evoke the solidification and refinement of time with this form.

In the daytime, Momentum’s skin reflects the surrounding environment of the courtyard of Statale University, becoming a forever-changing art form of its own.

As night falls, and the installation turns transparent and ethereal, the lighting inside illuminates a new character. Momentum is also a combination of virtual art and a physical installations.

It features an AR (Augmented Reality) art experience, where viewers may experience fantastical virtual art by scanning a QR code on Instagram, becoming a creator of their own.

During this, MAD’s fourth time participation in Milan Design Week with main installation, the works brought have been accompanied by a breakthrough of boundaries and the integration of diverse arts.

With the end of the COVID pandemic, we’ve placed more consideration on communication and the interchange of multiculturalism. Past work includes Invisible Border 2016, Fifth Ring 2018, Freedom 2021. Source by MAD.

  • Location: Milan, Itlay
  • Architect: MAD
  • Design team: Ma Yansong, Dang Qun, Yosuke Hayano, Andrea D’Antrassi
  • Partner: Interni, Axa Immobiliare Alts
  • Engineering: Maco Technology srl, Roberto Maffei
  • Light Design: Luce & Light
  • Motion Designer: Studio AIRA
  • Fog Effect: Nephos
  • Material: P.A.T.I. ETFE polymer
  • Dimensions: 8m * 8m * 12.5m
  • Year: 2023
  • Photographs: Moreno Maggi, Andrea D’Antrassi, Matteo Vercelloni, Courtesy of MAD