How do you imagine your first home?

An exclusive opportunity awaits students enrolled in the Master in Digital Art Direction and Digital Design for Immersive Experiences programs. On the 17th of April, from 2pm to 4pm, they will have the chance to showcase their vision of the GenZ House to IKEA designers. The GenZ House project embodies the needs, tastes, and lifestyle of Generation Z—an innovative demographic characterized by digital connectivity, eclecticism, and a focus on sustainability.

This event, marked by an aperitif graciously provided by IKEA, promises to celebrate creativity and collaboration. Students have been tasked with crafting not only concrete design solutions but also highly conceptual content that aligns with IKEA's brand values and the overarching theme of Fuorisalone 2024. Their challenge? To creatively respond to the question: "How do you imagine your first home?"

Before delving into their design concepts, it's crucial to contextualize the term "first home." Here, "first home" does not refer to one's primary residence, but rather to the dream home—the inaugural, ideal space envisioned by Generation Z. It represents a deeply personal vision of a living space—a sanctuary where individuality and aspiration converge.