The journey began with IQOS Curious X: Sensorium Piazza, an immersive installation developed with SELETTI for Milan Design Week 2025. The project reimagined the traditional Italian piazza as a constantly evolving environment shaped by architecture, digital media and SELETTI’s distinctive visual language.

For Sensorium Piazza, I worked across motion design, spatial visualization and content production. The installation was recreated and planned in 3D to test compositions, perspectives and the placement of content across its digital surfaces. Based on this setup and my initial concept sketches, I developed animations for the LED installation, paying close attention to pixel mapping, timing and the relationship between motion and architecture.

Alongside the main installation content, I created and adapted several films for additional screens and lobby areas. I was also responsible for the complete edit of the Sensorium Piazza project film, combining the development process, the finished installation and Stefano Seletti’s journey through the space into a cohesive visual portrait of the project.

Building on this first chapter, Sensorium Worlds expanded the concept into a significantly larger international event and show environment. While two fellow motion designers focused on the content for the central LED towers, my main responsibility was the complete visual staging of the press conference.

The press conference brought together moderators, CEOs, brand representatives and designer Stefano Seletti to introduce the collaboration, its creative vision and its future direction. I adapted the project’s key visual for the stage and created additional animations specifically for the extremely wide side LED screens. Every visual sequence had to be precisely timed to the speakers, presentations, talks and transitions of the live show.

To plan the experience, I reconstructed the architectural setup in 3D and created previsualizations and renderings that allowed us to test the content within the actual space before production. I also built a dedicated After Effects setup based on the venue’s unusual screen dimensions and technical pixel map. This ensured that all content could be produced, positioned and exported at the correct scale across the different LED surfaces.

My work also included storyboards for individual films, editing and adapting supplied video material for the panoramic side screens, and developing an initial version of the product reveal. As my responsibilities across the wider production continued to grow, the reveal was later handed over to another studio for further development, with several of my original animations and visual ideas remaining part of the final sequence.

Cinema 4D and Redshift were used for the key-visual, product and reveal animations, while Blender supported the architectural visualization and previsualization process. After Effects formed the central production environment for motion design, compositing, timing and final LED adaptation, complemented by Photoshop and Procreate for storyboarding and visual development.

Producing content for LED surfaces of this scale required exceptional technical precision. The animations were created at very high resolutions and optimized for accurate colors, high frame rates and maximum image clarity. Every transition, composition and pixel had to remain sharp and reliable across the entire installation—turning Sensorium Worlds into one of the most technically demanding and detailed event productions I have worked on.