Inside Hypebeast & Nuova Group's Milan Design Week Celebration

A time-traveling journey back to the 1970s.

Design
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Last Tuesday, on the occasion of Milan Design Week, Hypebeast teamed up with LA-based studio Nuova Group to host a party to celebrate their time-warping installation.

Located inside the Via Stampa restaurant, the “Time Travel” installation saw visitors embark on a multisensory journey back to 1971. Inside, the Nuova Group founders Rodrigo Caula and Enrico Pietra had devised an immersive scene that saw scent, furniture, and performance come together to create an all-together nostalgic feel.

According to Caula and Pietra, the inspiration came from the elements that made up a quintessential American living room of the time, complete with performers dressed in period-correct attire. Across the space, a specific shade of deep yellow features prominently, in a bid to tie in with the time period they were trying to recall.

To celebrate the installation, Nuova and Hypebeast – together with Hypbeast’s design-focused publication Hypeform – threw a party on the Tuesday evening of Milan Design Week.

Outside, guests spilled onto the street, while inside, they sipped drinks from Ferrari Trento and Cedrata Tassoni, listened to music by Keef Boy, and caught performances from artists dressed in L’Equip uniforms and Retrosuperfuture glasses. The “Suede” scent from Aeir added another dimension to the 1970s vibe.

Check out the video above to see what went down, and keep updated with Hypebeast’s Milan Design Week coverage here.

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