Inside one of Milan’s legendary exhibition spaces, 6,000 guests stepped into Sensorium Worlds, a one-night-only experience fusing bold design, immersive storytelling, and a global celebration of co-creation.
Commissioned by PM International for their product platform Curious X, the project was produced by Battle Royal Studios and brought to life in collaboration with their brand partner, SELETTI.
Following the success of Sensorium Piazza, originally conceived under the Curious X platform for Milan Design Week, this new edition marked the unveiling of a limited-edition co-branded collection between PMI and SELETTI. The space was transformed into a monumental living canvas, animated by collective imagination and executed end-to-end by our team.
“Their professionalism and openness made every step not only easy but genuinely enjoyable. Collaborating with BRS has been an enriching experience and one we would happily embark on again.”
Jennifer Maia
Marketing Manager SELETTI
Emotion, designed at monumental scale
The experience was realised as a complete ecosystem, fusing spatial design, content creation, and performance direction into one fluid narrative. In the vast industrial space, scale itself became a storytelling device.
The 14m towers led to a 70-metre stage, crowned by the brand’s signature icon, wrapped by massive LED panels and motion content that filled the air with light and rhythm.
Every detail, from the sound design to the pacing of the limited edition reveal, was crafted to make four thousand people feel the same thrills at the same time.
Two events, one story
Before doors opened to the public, over 200 media and collaborators joined an intimate press preview. From behind-the-scenes walk-throughs to curated Q&As, this prelude offered a glimpse into the craft and intention behind the spectacle.
A journey designed to be felt
As the main event unfolded, guests were welcomed with drinks, a digital display celebrating the visionary artists behind the experience , and interactive zones featuring elements from the returning Sensorium Piazza – an open invitation to explore, touch and discover. One hour in, the towers ignited highlighting the global act of co-creation. As energy built, DJs took the stage, followed by a performance from a globally renowned headliner – a climax of sound, visuals, and shared emotion.
Orchestrating a universe on cue
500m² of projection mapping surface across five towers demanded millimetre precision. Every beat was timed, every transition seamless. Over 300 specialists across creative, technical, and production teams brought it all to life proof that precision and emotion can co-exist at scale.
Designing interaction at scale
Across the space, every touchpoint was designed to immerse and invite engagement. From the digital display showcasing visionary artists’ bios, to the modular SELETTI artworks displayed on the imaginative LED installations, interactive displays and photo booths, digital and physical interactions were woven seamlessly into the space.
One of the evening’s most memorable elements? Guests could take home personalised digital and physical keep sakes of the night. At peak moments, portraits of attendees were projected live across the 14-metre towers, turning the audience into part of the spectacle. This balance of spectacle and intimacy defined Sensorium Worlds.
Despite the monumental scale, every moment felt personal.
Turning collaboration into culture
In a single night, Sensorium Worlds united the design world, brand consumer communities, media, and creative collaborators in one shared moment, transforming a global campaign culmination moment and product limited edition launch into a monumental cultural statement.
We blurred the boundaries between brand, design, culture and live performance, proving how curiosity and co-creation can be elevated into collective emotion.
For BRS it was a reaffirmation of what we stand for, crafting experiences that bring emotion, precision and purpose together.
What we delivered:
- Concept, creative direction, and show design by Battle Royal Studios
- Full-event production lead and contracting agency, A to Z
- Creative leadership between our dear client, SELETTI, and 20 international creators
- Motion and art direction and video projection design for six 14-metre towers
- Spatial and lighting design for 70-metre stage
- Full-scale event production and technical direction
- Press preview for 400 guests, main event for 6,000 attendees over 5hrs
- Creative strategy and communications for the global campaign
- Concept and execution of multi-category product environments and brand experience.
This project was developed for PM International, under the platform ‘Curious X’, designed for one of their products under their SFP portfolio.
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Credits
- BRS — Creative Team
Brendan Shelper
Head of Creative Direction
Jon Buckels
Creative Director, Press Event
Kadambari Zokarkar
Creative Strategist
Catalina Figliolia
Spatial Design Manager
Phillip Hohmann
Senior Spatial Design
Mert Aytaç
Spatial Design
Catherine Hayward
Creative Producer & Artist Liaison
Emily Landers
Creative Producer, Multicategory brands - BRS — Production Team
Ola Wilczynski
Overall Project Lead
Sarah La Tragna
Head of Events & Activations
Simone Beck
Senior Project Manager, Operations and Graphics
Moritz Morchardt
Senior Project Manager, Production
Matthias Korn
Technical Director
Hannes Lutze
Technical Director, Set Construction
Alessia Avallone
Project Coordinator
Janina Schaffrath
Project Lead, Press Event
Ky Lloyd
Global Scheduling
Rolf Maier
Show Caller
Nadja Zoltek
Stage Manager
Chrissie Overton
Client Account Manager
Florian Bucking
Production Assistant & Main Stage Manager
Michael Marsberg
Press Portal & Slido Development
Kaya Knepper
Project Assistant
Yvonne Okenuwa
Project Manager, Multicategory brands
Michael van Lüpke
Technical Director, Audio & Seletti Park
Nicole Stang
Teleprompter Operator, Press Event
Sabrina Trentini
Make Up Artist, Press Event
Steven Jackson
Video Engineer
Stephen Diebel
Audio Operator
Henryk Wahl
Special Effects
Jörg Isermann
Laser - BRS — Digital Storytelling & Media
Stefan Spendier
Media Producer
Cornelia Graumann
Content Manager, Press Event
Shan Blume
Art Director
Duncan McDade
Motion Designer
Morten Fossey
Motion Designer
Sean Zietman
Motion Designer, Press Event - BRS – Documentation
Marcus Zumbansen
Photographer
Jeff Jimenez
Videographer - D Events – Local Production
Djuna Lombardi
Local Productions Project Lead
Marta Melgarti
Catering
Federica Lantini
Operations
Patrizia Longo
Production
Giorgia Retselli
Production Assistant
Massimo Girelli
Production Assistant
Zhour Adni
Intern
Stefano Valsecchi
Health & Safety
Nick Lauria
Health & Safety Assistant - Sunrise Studios – Lighting Design & Ops
Chris Moylan
Lighting Designer
Daniel Gündner
Lighting Operator
Sebastion Huwig
Lighting Operator
Oliver Kraus
Gaffer
Artur Kechter
VJ / Video Operator
Heiko Petersen
Media Server Operator
Sebastian
Media Server Operator - Lleyendecker – Lighting & Audio
Mischa Martens
Lighting & Audio Project Lead
Christoph Dziabel
Audio/System
Marvin Weissert
Audio/System
Carsten Schmidt
Light System
Christoph Rachuba
Light System
Frank Brückner
Light Rigging - Fischer & Friends – Video
Stefan Nowak
Video Head
Christian Soppa
LED System
Timo van Itersen
LED System
Alex Spies
Video Operator Press and Consumer Event
Martin Schleicher
Video Operator Camera Mix Press Event
Fabian Birkenstock
Video Operator PTZ Cams Press Event
Joky Lamberts
Video Operator Steady Cam Press Event
Martina Jünger
Video Operator Steady Cam Press Event
Florian Hartmann
Video Stream Press Event - Atlantis – Set Construction
Benjmain Preuss
Alexandra Framke
Oliver Bischoff - Franchino – Rigging & Scaffolding
Christina Baroni
Franscesco Disipio - Plan Valley – Media Servers
Tobias Arndt
Media Servers
Aron Klauke
Media Servers - Performance Acts Artists
Tobi
Coez
Adriatique - Press Event Hosts
Veronica Gentili
Bryson Thornton - Press Event Presenters
Pasquale Frega
Stefano Volpetti
Oggie Kapetanovic
Alina Igritskaya
Stefano Seletti - Location & Partners
Production Partners
D Events
Local Partner
Plan Union
Technical Direction Partner
Lleyendecker
Lighting & Audio Partner
Fischer & Friends
Video Partner
Atlantis
Set Construction Partner
Sunrise Studios
Lighting Design
Plan Valley
Media Servers
LunaTX
Special Effects
Lasa Berlin
Lasers
Franchino
Rigging & Scaffolding
Pazzesco
Catering Partner
Party Rent
Decoration
Oltre Il Gardinio
Decoration
Noonah
Photo Capture Experience
Nembrini
Power & Distribution
Sebach
Toilets & Production Containers - Client Brand Team
Alina Igritskaya
Global Head Brand Marketing HnB
Uros Urosevic
Manager, Brand Engagement HnB
Blaine Dodds
Director, PR & Earned Media SFP
Maria Clara Paradies
Head of Brand Engagement
Ignazio Farinato
Manager National Consumer Engagement
Benedetta Di Prospero
Corporate Digital Executive
Flavio Ciancio
Supervisor, Consumer Engagement
Andrea Dettori
Supervisor, Consumer Engagement
