MILAN – A physical party with phygital flair kicked off our What's the Matter? exhibition on Monday evening. Within the Studio Laviani-transformed interior of La Posteria in Brera, the #frameexpo presents the phygital works of international designers until Sunday 17 April.

Visitors were welcomed to an experiential exhibition featuring designers alongside prominent brands presenting design explorations for a phygital future. With the scenographic skills of Studio Laviani, La Posteria in Milan’s Brera district transformed into an immersive exhibition.   With the help of Exposize, Studio Laviani amplified La Posteria's flooring of ceramic tiles, spreading their checkered pattern beyond their horizontal boundary onto the interior's vertical surfaces. Reflective platforms and partitions extend the effect to eliminate the staid boundaries of the room. The scene is complete with projections via Ricoh's top notch devices and fashions flaunted by Atrezzo Mannequins. BOS Ice Tea refreshed party goers all night long.

During #mdw16, What's the Matter? presents a phygital future as envisioned by Zeitguised, Anouk van de Sande, Convival Project, Alice Dunseath, Abstract_, Kukka products, Jordan Söderberg Mills, Jim Hu, Scottie Chih-Chieh Huang, Hyde Park, Colors And The Kids, Skinterface, Rachel Harding, Bastiaan de Nennie, Vescom B.V. x Studio Dennis Parren, Benjamin Muzzin and last but not least Lucy Hardcastle.

Relive the evening through the photos on Frame magazine's Facebook page! Throughout the week, please share your experiences of What's the Matter? with the tag #frameexpo.

Photos Alberto Ferrero