Massimo Osti Studio — FW25 Sales Campaign

Set and product design, Milano, 2025

For the brand's first showroom Sales Campaign, we developed and designed a display system using aluminum profiles originally engineered for industrial welding applications. A precise kit of parts—structural frames, connectors, bolts—drives maximum flexibility and extends the material’s lifecycle.

Open to selected clients throughout January and February 2025 in Milan.

Object 01: Central Totem
The central installation acted as a three-dimensional frame for 6-meter-long textile samples. Suspended above four steel basins filled with blue-tinted water, the fabrics slowly absorbed the dye, shifting in hue throughout the opening month.

Object 02: MOS TV Stand
TV Stand designed and built on-site with stock components.


Credits
Client: Massimo Osti Studio

Project team (AB)NORMAL Mattia Inselvini, Davide Masserini, Luigi Savio, Camilla Morandi

Photos by Tiziano Ercoli, Riccardo Giancola