At Milan Fashion Week, M-Cube merged digital artistry with nature for Soho House’s High in Bloom event – blending bespoke LED design into a garden venue without disrupting its calm.
M-Cube: Digital Glow-up for Milan Fashion Week Event
At Milan Fashion Week, Soho House’s Cities Without Houses program once again partnered with in-store digital specialist M-Cube to craft a subtle yet striking visual experience for the High in Bloom event at Garden Senato.
The concept emphasized connection and creativity in a natural setting. M-Cube integrated a large LED wall, custom LED strips, and three transparent circular LED displays that traced the garden’s walkways. Each element was positioned to complement the greenery, creating a fluid interplay of light and texture.
All visual content was produced in-house by M-Cube using AI-assisted tools, aligning with Soho House’s refined aesthetic while maintaining harmony with the venue’s surroundings.
“Our approach was to let technology support the experience rather than dominate it, said Leonardo Comelli, Business Director at M-Cube. “This project shows how digital installations can elevate premium events by combining design, innovation, and careful integration into natural or architectural settings.”
M-Cube developed a similar concept for Soho’s Cities Without Houses during Dubai Art week where digital art displays were dispersed around a dinner location to create a gallery-like experience.
