“Creativity is in the air” was the theme of the event curated for the launch of the new instax Mini Link 2 printer, where inflatables in the shape of a pink flamingo, a pool full of balls and a catering of purple sandwiches generated a beach party among the skyscrapers of Milan. Creativity, happiness and lightheartedness, which have always been protagonists in the brand’s communication, return to tell the story of a product that aims to maximize the customer experience, giving the user the chance to express himself at 360°. It was with this in mind that we created an interactive space where guests had the chance to try out the new product features while losing themselves in pure fun.

A contemporary, white, aseptic art gallery dotted with glass cases in which printers and cameras are displayed like priceless jewels. The latest Fujifilm and Instax launch event organized by mm studio was a simple, large white space where the two brands coexisted separately enclosed in two huge boxes of colored plexiglass. Two different worlds communicating in parallel. On one side Fujifilm, serious, experienced, professional wrapped in green and red, on the other Instax, bright, playful, fun, yellow like the box that defines it. In addition, we organized, as if to act as a watershed, a photo set reminiscent of the living room of one’s own home where each guest was free to tell his or her story and be captured in a souvenir photo.