Milan, March 2026 – On the occasion of Fuorisalone 2026, Progetto CMR International presents CAMERA – Inside the Lens, an immersive micro-architecture that redefines the way we observe and narrate the city.
The installation will be open to the public from April 20 to 26, 2026, in the center of Milan, between Corso Vittorio Emanuele II and Piazza San Babila—one of the city’s main urban and commercial hubs—within the Milan Design Week circuit.
A new point of view on the city of Milan
Inspired by the shape of a camera lens, CAMERA is a wooden structure designed to offer an analog and immersive experience. The installation invites visitors to rediscover Milan without digital filters, through a direct and authentic view of the urban context.
Inside, the space is intimate and quiet: a true urban telescope oriented towards the Duomo of Milan, the city’s iconic symbol. No screens, no invasive technology—only architecture, light, and perspective, enhancing attention, contemplation, and awareness.
A cultural hub during Fuorisalone
During Fuorisalone week, CAMERA will transform into a space for cultural production and participation, hosting creative micro-editorial teams and workshops with youth associations and third-sector organizations, including Fondazione Bullone.
The aim is to create an inclusive and dynamic space dedicated to creativity and the contemporary storytelling of the city, with a particular focus on younger generations.
Sustainable design and temporary architecture
CAMERA is a modular, lightweight, and fully removable micro-architecture, built with sustainable materials in accordance with circular economy principles and reversible design.
Originally conceived for hospitality in natural settings and glamping contexts, it now evolves into a flexible urban device adaptable to different scenarios—from cultural events to more fragile contexts, where it can serve as a temporary shelter module.
The vision of Progetto CMR
“After projects such as Tramway to the Future and The Apples of the Third Paradise, we continue our path of innovation, sustainability, and participation,” comments Massimo Roj, CEO and Founding Partner of Progetto CMR. “CAMERA brings together design, perception, and social interaction in a single architectural gesture, becoming a tool for the cultural evolution of urban space and generating a tangible social impact.”
Project partners
CAMERA, designed by Progetto CMR for Modesign, has come to life thanks to the collaboration of our partners. Special thanks go to Finsa, our main partner, and to AGC, Hisense, iGuzzini, Schüco, Thema, Theatro and Verde Profilo, who, with their expertise and vision, have helped to create an immersive, innovative experience that surprises and inspires.