Working as a freelance consultant Creative Director, at Simmetrico I brought my expertise focusing on audiovisual narrative, interactive experiences, multimedia assets, magic realism and conceptual storytelling to projects related to Experience Design, Exhibits, Shows & Events, Multimedia Installations, Cultural Projects and Digital.
ESSILOR LUXOTTICA CES 2024
Simmetrico's deeply valued stand design for Essilor Luxottica at CES 2024 is a stunning manifestation of innovation and creativity. Inspired by the visual representation of sound waves resonance, the stand's architecture forms a distinctive three-dimensional sign, providing 360° visibility and communication.
At its core, the Nuance Audio experience invites visitors into two immersive rooms, allowing them to explore firsthand a prototype of Nuance Audio integrated into stylish glasses. These central focal points serve as an iconic element, drawing attendees into the world of Essilor Luxottica and carrying the visitor into an unforgettable journey of discovery through a multimedia installation employing video technology, featuring avatar subjects engaging with visitors.
The third room, always designed to engage and captivate, is dedicated to showcasing and directly experiencing this soon-to-be-released product.
One of the standout features of the stand is the synchronized orchestra of LED screens, harmoniously weaving together storytelling and product showcasing. This multimedia spectacle highlights the Ray-Ban Meta smart glasses as the pinnacle of next-generation technology and creates an atmosphere of harmony, beauty, and elegant balance.
The stand exudes boldness, impact, and magnetism, positioning Essilor Luxottica as the pulsating core of innovation at CES 2024.
ETHIOPIAN GREEN LEGACY PAVILION AT COP28
Simmetrico designed and delivered the visitor experience for the Ethiopian Green Legacy at COP28, hosted in Dubai in the Blue Zone.
This exhibition aimed to showcase Ethiopia's commitment to sustainability by highlighting key projects and initiatives encompassing the realms of Mitigation and Adaptation.
In a thoughtful approach, Simmetrico ensured that the pavilion not only emphasized these critical aspects but also celebrated Ethiopia's rich heritage, identity, and unity.
Ethiopia's historical connection to sustainability became a focal point of the exhibition, with the intention to narrate the success story of the nation's collective efforts toward a sustainable future.
The project's commitment to sustainability extended beyond its thematic content, as Simmetrico faced the challenge of redesigning and implementing the visitor journey within existing building structures. The exhibition spaces were infused with abundant greenery, not only to contribute to the aesthetics but also to symbolize Ethiopia's commitment to environmental preservation.
In this way, Simmetrico successfully unfolded Ethiopia's identity within the exhibition, offering visitors a unique and immersive experience that reflected the nation's dedication to a sustainable future.
In a thoughtful approach, Simmetrico ensured that the pavilion not only emphasized these critical aspects but also celebrated Ethiopia's rich heritage, identity, and unity.
Ethiopia's historical connection to sustainability became a focal point of the exhibition, with the intention to narrate the success story of the nation's collective efforts toward a sustainable future.
The project's commitment to sustainability extended beyond its thematic content, as Simmetrico faced the challenge of redesigning and implementing the visitor journey within existing building structures. The exhibition spaces were infused with abundant greenery, not only to contribute to the aesthetics but also to symbolize Ethiopia's commitment to environmental preservation.
In this way, Simmetrico successfully unfolded Ethiopia's identity within the exhibition, offering visitors a unique and immersive experience that reflected the nation's dedication to a sustainable future.
THE GREAT RETURN - The Victory Museum - Baku
The Victory Museum is a landmark cultural destination located within a monumental memorial complex, offers a seamless journey through heritage, identity, and the rebirth of a historic region.
The museum sits beneath an iconic monument and opens through a dramatic circular plan where architecture, scenography, multimedia, and narrative flow blend into one coherent experience. The project demonstrates Simmetrico’s ability to transform national heritage into immersive contemporary storytelling, with highly curated content, state-of-the-art installations, and a refined architectural language.
The museum is divided into eight thematic sections, each celebrating a different dimension of the region’s cultural, historical, and social identity.
Across these spaces, visitors encounter:
Cultural Heritage & Artistic Traditions
Interactive books, digital media, handcrafted bas-reliefs, archival imagery, sound showers, and immersive projections present the region’s rich artistic legacy, music, craftsmanship, architecture, poetry, nature, and literature.
Landscapes & Architectural Legacy
Panoramic visual stories and digital installations highlight the natural beauty of the region and its historical architecture, illustrating centuries of cultural evolution and artistic excellence.
Human Experiences & Personal Narratives
Dedicated rooms reveal the voices and testimonies of individuals who shaped the region’s identity across generations.
Visitors explore contemporary interviews, personal stories, and multimedia documents that reflect the resilience and aspirations of families, artists, musicians, writers, and cultural figures.
Restoration, Reconstruction & Future Vision
A major section celebrates the region’s contemporary transformation through a forward-looking lens:
kinetic central installation representing renewal and future generations, LED-based immersive corridors, interactive portals symbolizing Restoration, Reconstruction, Development, physical scale models of new infrastructures, schools, airports, cultural landmarks detailed multimedia guides explaining ongoing regional development projects
This area expresses hope, vision, and the cultural renaissance of the region.
Celebration of Unity & National Identity
One of the museum’s signature artworks is a large sculptural installation inspired by the Khari-Bulbul flower, a symbol closely tied to the region’s heritage.
The blown-glass artwork, animated with light, reflections, and movement, creates an emotional and celebratory atmosphere, representing unity, rebirth, and collective resilience.