This year’s Milan Fashion Week saw M-Cube partner with Soho House Cities Without Houses to deliver a digital experience for the High in Bloom event held at Garden Senato.
M-Cube designed and installed a series of bespoke digital touchpoints, including a large LED wall, custom LED strips, and three transparent circular LED displays. Each element was engineered to align with the garden’s pathways and greenery, creating a subtle interplay of light, texture, and movement. The displays acted as focal points that supported the event’s atmosphere rather than dominating it, transforming light into a storytelling tool.
Visual content, produced in-house by M-Cube and supported by AI tools, was tailored to the Soho House brand aesthetic while remaining sensitive to the venue’s organic environment. The result was a cohesive digital layer that enhanced the sense of exclusivity and connection central to the High in Bloom experience.
Leonardo Comelli, Business Director at M-Cube, commented: “Our approach was to let technology support the experience rather than dominate it. In Milan, the LEDs enhanced the event’s atmosphere, creating memorable moments for guests while remaining discreet. This project shows how digital installations can elevate premium events by combining design, innovation, and careful integration into natural or architectural settings.”
