This year for the first time AlphaTauri attended Milan Design Week with an immersive installation titled CHROMOSATURATION – which was co-created with collaboration partner Deutsche Telekom.
The installation was inspired by the co-developed Heatable Capsule Collection (HCC), a series of heatable smart fashion garments, and could be experienced as part of Interni’s "Design Re-Generation" in the Cortile d'Onore of the Milan Università degli Studi.
CHROMOSATURATION is a walk-in installation. It consists of two-colour chambers - one red and one blue - and allows visitors to immerse themselves in a completely monochrome environment. This is a highly unusual experience for the retina which is accustomed to seeing a wide range of colours simultaneously. CHROMOSATURATION can trigger a variety of associations in the participant; it can give colour a semblance of materiality or plasticity or create a physical sensation of warmth or cold.
This effect is reminiscent of the products co-developed by AlphaTauri and Deutsche Telekom - the Heatable Capsule Collection. This smart fashion series consists of heatable garments, trench coats for men and women and a unisex commuter jacket. The Heatable Capsule Collection 2.0 products have heatable zones that can be activated and controlled at the push of a button or via a smartphone app, the latest version of which also supports Apple Watch. The HCC 2.0 demonstrates how stylish, contemporary products can be created by combining fashion and innovation.
“Our goal is to show how much more fashion can do these days. The combination of interdisciplinary strengths has again resulted in an innovative collection that combines fashion design with textile technology and AI. The Milan Design Week is the perfect opportunity to experience our co-innovation with Deutsche Telekom in a new context,” explains Ahmet Mercan (CEO AlphaTauri).
“We decided to present at the legendary Milan Design Week because the event offers the perfect backdrop for our innovations in the overlap of technology, culture, and trend. Our HCC 2.0 can be experienced interactively before the official launch in autumn and show its full potential!" says Antje Hundhausen, Vice President Brand Experience Deutsche Telekom/ Founder "Telekom Fashion Fusion".
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