Inaugurated on the occasion of Milan Design Week, the installation Floating Forest, the floating multisensory forest designed by Stefano Boeri Interiors for Timberland.
On the occasion of Milano Design Week was placed in Dock of the Lombardy capital floating multisensory forest designed by Stefano Boeri interior to Timberland. The installation Floating Forestwhose mission is to equip and inspire the new generation to advance the world, arises by reflecting on the importance of nature. There urban forestry it is, in fact, a fundamental step in tackling the effects of climate change and improving citizens’ quality of life. Cities should be for this greener: en byskov it can become an opportunity to improve environmental health and biodiversity, enabling us to improve our heritage for future generations.
The project, part of Tortona Design Weekhe intends to emphasize Timberland’s green commitment not only to promote greener urban areas, but also to highlight the latest innovations in eco-innovative products.
An essential and recognizable installation proposed as a disturbing element of the urban landscape. The intention of Floating Forest it not only transmits new forms of environmental responsibility and new ways of occupying and transforming urban spaces, but also offers a place of meeting and reconciliation between the natural sphere and the citizens. A space for socializing, where the distance that is usually between citizens and nature can be shortened.
The forest is conceptually and physically studied as one independent ecosystemwhere is it 610 trees And more than thirty species multiply biodiversity, activation of the environmental benefits associated with urban afforestation, in conjunction with the other green areas in Milan. It also offers both physical and virtual immersion, which through the scent of flowers and the tactile quality of the selected species involves all the senses. Among the trees present, maple, birch and malus, and then shrubs like black aronia, hydrangea, mahonia and perennial herbs like stipa, eulalia, anemone, daylily, purple verbena.
The path in the installation will have four basic stages linked to the different senses and will make visitors interact with the latest eco-product innovations and brand values. The sensory elements will be integrated with a digital experience on site, so that through a QR it will be possible to access additional content in augmented reality, while the experience for those who can not participate in Fuorisalone will be online.
The first area of interest is associated with Timberloop Take Back program, which encourages consumers to return any Timberland® product that has reached the end of its life cycle to be recycled, reused for new products or refurbished for sale, available both online and in select Timberland stores. The second experience is related to technology GreenStride, soles made from 75% sugar cane from renewable sources and rubber from trees, to make them naturally comfortable, with cushioning at every step. The third phase Hear & breathe provides a further explanation of the positive impact that nature has on the city of Milan and on our lives, as well as the concept of the forest as an independent ecosystem and its CO2 uptake function.
Finally, the most significant message will be addressed to the public: the goal of the brand to have one net positive impact on naturea, creates social content and makes its positive mark. Visitors will also be able to pick up their gift, a customizable t-shirt, at the Timberland stores in Corso Buenos Aires, City Life and Portello, as well as at the VF Orefici11 flagship store, where an installation dedicated to Floating Forest will take place. Through an augmented reality viewer, they will be able to immerse themselves in the forest in 3D for an experience between physical and virtual.
From this shop there will be two electric cars available, which will lead to the installation on Darsena for free and vice versa.
The project also intends to be a legacy for the city by supporting a local community: all the trees that make up the forest will subsequently be donated to Soulfood Forestfarms Hub Italia, a non-profit organization that facilitates the ecological conversion of the territories together with local communities , institutions and companies.
The installation will be open from 10 to 22 from 7 to 12 June 2022.
Photo by Daniela di Corleto.
|Milan, Stefano Boeri’s floating multisensory forest inaugurated in Darsena|
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