Industry Project from my Master’s in Digital Art Direction, at Istituto Marangoni.
Strategy, concept development, cultural insight, campaign architecture, digital-platform proposal.
100/100: Objects for The Next Century
Created for Cassina’s centenary, 100/100 addresses a cultural tension: Gen Z is highly design-literate, yet financially distant from the furniture icons it admires.
Instead of marketing to this generation, the project gives it authorship. A global open call invites emerging designers to reinterpret the LC2, Superleggera and Maralunga for the next century. The submissions become a permanent digital archive, 30 finalists are exhibited during Milan Design Week, and one reinterpretation enters production as a limited edition of 100 pieces.
The Challenge
Cassina is admired and respected by younger audiences, but risks remaining culturally distant and untouchable.
The Idea
100/100 transforms the centenary from a retrospective celebration into a growing platform for emerging design talent.
The Platform
100/100 is a global open call inviting emerging designers to reinterpret the LC2, Superleggera or Maralunga for the next century. Every submission receives its own editorial page that documents the concept, process, and becomes part of a permanent digital archive.
The project eventually becomes a recurring format, innovating the brand and rewarding talent at the same time.
Milan Design Week
Thirty finalists move from the digital platform to a physical exhibition during Fuorisalone 2027, as part of Cassina’s centenary celebrations.
One winning reinterpretation is then developed into a limited Centenary Edition of 100 pieces.
