In the heart of Via Tortona, one of the key hubs of Milan Design Week, we created a space with zero crowds, zero pretentious installations, zero annoying noise, zero soggy finger food and zero queues for the bathroom. Just a cosy corner where people could stop, unwind and enjoy a Coca-Cola Zero Sugar Zero Caffeine. Inside a dedicated Glass House, we recreated the living room of a real home, offering visitors a break from the chaos of Design Week. Alongside the main experience, engagement activities inspired by the audience’s different “ideal evenings”, product sampling distributed by promoters dressed in pyjamas, personalised gadgets and instant photos helped make every visit memorable.