Frame magazine curates What's the Matter?, an experiential exhibition at Milan Design Week. We're teaming up-and-coming designers with prominent brands to explore and expose their interpretations of a phygital future. With the scenography skills of Studio Laviani, Frame will transform La Posteria in Milan's Brera district into an immersive exhibition that stimulates – and sometimes even tricks – the senses.

Scroll down to see the full line-up exhibitors presenting their design explorations for a phygital future.


Dutch designer Bastiaan de Nennie’s interpretation of Material Futures, the theme of Frame107, splashed a captivating series of vibrant images across the issue’s cover and contents. Hyperreal iterations of chairs made from parts of demolished cars formed the basis of his surreal scenes. De Nennie’s fascinating images come full circle at the What’s the Matter? exhibition in Milan, where his digital abstractions reclaim their physical state.


Colourful crystal formations sprout hairy appendages in London-based filmmaker Alice Dunseath’s tranquil film of psychedelic pastel swirls. Stirring and awakening like nature emerging after a cold winter, the visuals of You Could Sunbathe in this Storm articulate familiar forms in foreign hues in fragmented motion. For upwards of six minutes, retreat into Dunseath’s reality transformed into eye candy with virtual means.


A fascination in all things spectrum guides the designs produced by Rona Meyuchas Koblenz for Kukka Studio. The British design studio will unveil a pair of ethereal tables which reveal the colour of light. Planes of Dichroic glass and quartz stone form an elegant balance of materiality and clarity, opacity and transparency, fragility and solidity.


RCA student Lucy Hardcastle, who has a knack for conceiving otherworldly images, plucked one from the screen and gave it a physical presence. She starts with a digital rendering made with computer-modelling program Cinema 4D and then applies a background in textile design. Generated by means of computer-modelling software, Lucy Hardcastle’s images materialize, becoming a spatial installation of once-immaterial objects.


According to Benjamin Muzzin, all animations are entitled to their personally tailored viewing devices. The ÉCAL graduate, with a bachelor’s degree in Media & Interaction Design, pushes the technical limits of video-mapping by adding a twist to his cinematic presentations, sometimes literally. Atop a pedestal, Full Turn blurs the boundaries of digital and physical realms by rapidly spinning a pair of monitors set back to back.


Known for objects or spaces preceded by playful experiments with pattern, illusion, colour and material, Rachel Harding believes ‘we are seeing the emergence of a post-internet aesthetic’. Employing RGB and CMYK colours digitally, Rachel Harding made a fluorescent lamp that features spectrum glass and gushes rainbow-hued illumination.


Believing skin to be the crucial interface between virtual and physical encounters, Skinterface cofounders and Royal College of Art students Charlotte Furet, Ka Hei Suen, Andre McQueen and George Wright combined their knowledge of industrial design, footwear design and engineering science, respectively, in a ‘skinsuit’ whose sensors ‘convert virtual interaction into physical feeling’. Wearers perceive a range of sensations that originate from a digital source yet immerse them completely in the real world.


Berlin-based Colors And The Kids doesn’t like to feel limited, so the digital world’s lack of restrictions – gravity, dimensions, costs – is the studio’s ultimate boundary-free territory for creativity. Symbolising the studio’s mind-set is Signature, a compelling animation of swivelling curlicues, psychedelic patterns and tactile textures.


Filmmaker and musician Kamiel Rongen has a fascination with a land down under – under water, to be exact. Using the alias Hyde Park, the Dutchman makes subaquatic audiovisual landscapes that are alive with vivid colours and amorphous shapes. Visitors entering Frame exhibition What’s the Matter? find themselves engulfed in the volatile waters of Protection– without getting even the soles of their shoes wet.


With a diverse background that includes several degrees in architecture and a position as industrial-design professor at Taiwan’s Chung Hua University, artist slash designer Scottie Chih-Chieh Huang applies his knowledge to the development of interactive technologies for use in spatial settings. Scottie Chih-Chieh Huang embedded sensors in his Dandelion Mirror, which reflects facial expressions as a dynamic – or dwindling – cluster of dandelion seeds.


Deurne-based Vescom produces high-end wall coverings, upholstery and fabrics for interior applications. Together with the vibrant imaginations of Studio Dennis Parren's multidisciplinary designers, Vescom co-conceives an installation for the What's the Matter? exhibition which makes a tangible fusion of real-life effects with digitized patterns on wall coverings.

– JIM HU –

Searching for a formula that might explain everything in our material universe, Taipei-born fashion designer Jim Hu, a graduate of Central Saint Martins, turned to the energy of subatomic particles. He translated their grid-like forms into a unique weaving technique, effectively adding a third dimension to the once-planar process. Highlighting Hu’s XI collection are swollen panels of laser-cut fabric used to make voluminous garments.


Juggling the professions of designer, artist, architect and artisan, Jordan Söderberg Mills crafts material installations, objects and sculptures that defy physics. In pursuit of 'hacking' visual perception, he came up with Anaglyph and Parabola. Backed by physics instead of computational programming, the mirrors act as optical filters, emanating wavelengths of colour also visible on a screen’s grid of pixels.


Fashion designer Julie Helles Eriksen, interaction designer Bjørn Karmann and textile designer Kristine Boesen conceived Abstract, an interactive tool to generate made-to-measure garments which takes the idea of customization to its most literal sense, sizing up the personality of its wearers in the process.


Comprising a team with interdisciplinary backgrounds, convivial projectof London produces work that is an integration of art, design and technology. Cofounded by Ann-Kristin Abel and Paul Ferragut, the studio's Generative Scarves collection empowers wearers to manipulate colours and patterns to their liking with an algorithm-driven mobile app.


The Berlin-based collective is comprised of artists, designers and technologists. With an interdisciplinary approach to back their creativity, the studio tackles art and design projects from all angles, including creative direction and production. With collaborations with Absolut, Chanel, Nike and Harrods under their belts, Zeitguised was among the first exhibitors to jump on board for our first #frameexpo in Milan.


Despite the busy lifestyle of today's society, Anouk van de Sande is invigorated by her ambition to reconnect the human sensibility with reality. The recent graduate of Design Academy Eindhoven's Man and Identity department plays upon a combination of materiality, motion, colour and shape. Van de Sande's fashion project Print in Motion is comprised of textile layers with geometric prints in vibrant hues which visually pulsate with only a bit of movement.

Stay tuned for more participants, until then you can see the full list of exhibitors and partners on the exhibition's dedicated page:

What's the Matter? – Design for a phygital world will take place at Via G. Sacchi 5/7 in Milan and run from 12–17 April 2016. During the event, be sure to tag your pictures and posts with #frameexpo and #framewtm to be potentially shared on Frame's pages!

La Posteria
Via G. Sacchi 5/7
20121 Milan