3M Design and Studio Urquiola Collaborate at Milan Design Week 2017 to Protect Memories into the Future

“A Capsule of Memorabilia” Installation Combines Architecture, Design
and the Magic of 3M Material Sciences.

ST. PAUL, Minn.–(BUSINESS WIRE)–#3MDesign–3M, the global innovation company recognized for diversified technology
and applying creativity and ingenuity to improve people’s lives,
announces a collaborative installation at the Milan Design Week 2017 in
partnership with internationally-renowned Studio Urquiola. Based on the
belief that behind every memory, there is a story, and behind every
story, there is a memory worth protecting, the installation titled “A
Capsule of Memorabilia” will give designers, creative professionals and
thought leaders an experience of protecting memories into the future
through the union of architecture, design and innovative use of
materials. 3M Design is partnering with Studio Urquiola to bring the
protection of memories to life using 3M’s Novec products – designed to
help protect, clean, preserve and cool products in smart, safe and
sustainable ways.

Visitors of the installation will experience a one-of-a-kind photo booth
where they can snap memorable shots with friends and colleagues using
the components of a camera submerged in Novec fluid. The photos will
appear on a screen protected by Novec, giving visitors the opportunity
to preserve and share their memories digitally through social media.

“It is exciting to be at Milan Design Week to share the magic of 3M
material sciences to celebrate design and explore innovative
possibilities that make people’s lives better,” said Eric Quint, chief
design officer at 3M. “We have partnered with Studio Urquiola for this
installation and together explored what’s possible through material
science – reminding the world of the importance of protecting our
collective memories.”

The inspiration behind the installation is the critical nature of
ensuring that our memorabilia, whether physical or digital, live on into
the future – from precious artifacts and irreplaceable works of art, to
books in a library that are historical and unique, and data centers
across the globe managing communication and storage, and photos taken
from our smart phones and stored in the cloud to preserve the memory of
life’s special moments. 3M Novec is the featured material utilized
throughout the installation, helping to provide the peace of mind that
our collective memories are secured and live on into the future.

“The qualities of the Novec products are fascinating and triggered our
collaboration to express a bigger story in an experiential way,” said
Patricia Urquiola, founder of Studio Urquiola. “The collaboration with
3M Design was inspiring because we shared similar values and a vision
about how design and architecture can amplify the qualities of magic
materials, and in this case how they can protect our memories in to the

This most recent creative partnership for 3M Design is a continuation of
the company’s commitment to elevating design and collaborative
creativity in innovative new ways to drive great brand experiences. 3M
Design partnered with ABS for construction of the installation, as well
as MammaFotogramma for the installation’s interactive components and
H-Farm for digital content.

More than 300,000 visitors expected to attend Milan Design Week 2017 for
meetings, events and networking. The “Capsule of Memorabilia” exhibit
will be located at the Central Plaza of SuperStudio and will be open to
the public April 4 through 9.

3M Design is the global, internationally award winning, creative engine
driving design for innovation and branding at 3M. Across the company,
designers stimulate collaborative creativity to translate insights into
solutions that inspire and positively impact 3M customers, employees and
society at large – www.3m.com/design.

About 3M
At 3M, we apply science in collaborative ways to
improve lives daily. With $30 billion in sales, our 90,000 employees
connect with customers all around the world every day. Learn more about
3M’s creative solutions to the world’s problems at www.3M.com
or on Twitter @3M or @3MNewsroom.

About Studio Urquiola
Based in Milan, Patricia Urquiola
founded her design studio in 2001 and has since worked for some of the
most important Italian and international companies in the world.
Urquiola’s works have been displayed in various museums and galleries
over the years, and has been honored with such prestigious awards as
“Designer of the Decade” and “Designer of the Year” from numerous
top-tier publications.


LaForce for 3M
Janine Landrey, 212-367-8008
Design Communications
Melissa Chapman, 651-737-0687