LASVIT and McCann Prague Deliver Unconventional Immersive Theatre at Milan Design Week

LASVIT, the leading and influential special concept company based in the Czech Republic, is back for the Milan Design Week / Salone del Mobile, 2022. After the pause caused by the global pandemic, not only the design world and the general public but also LASVIT itself are full of expectations. The company showcases brand-new ideas, including a physically moving glass art installation and lighting collections. LASVIT, led by its artistic director Maxim Velčovský, invited agency McCann Prague to help them. Together they came up with the Sanctums concept, which they present through unconventional immersive theatre productions.

With years of experience in the industry, hundreds of collaborations, and breath taking installations worldwide, LASVIT has become an established brand that, for many, symbolises quality and perhaps even seemingly untouchable luxury. After an enforced break, when the public was more likely to encounter the spaces of crowded hospitals, LASVIT wants to bring visitors into the world of private residences, and Milan Design Week, the world's largest event in this segment, is the perfect opportunity to do so. LASVIT is unveiling here hot new products made by emerging talents as well as world-renowned designers such as Yabu Pushelberg, David Rockwell, or Maxim Velčovský. Everything will take place in an exciting location, which, however, is located outside the immediate city centre. There is a need to attract viewers. And so the LASVIT Sanctums exhibition was created. The show is also based on the brand philosophy based on feelings and emotions.

LASVIT Sanctums

We all need a space to call our own. A space that belongs to only us and presents our own sanctum. These places are curated carefully and selectively from the objects within them to the light that flows through them, and the spirit that infuses them. For everyone, such a space is the most incredible luxury. A luxury of unlimited shapes and forms. These are principles on which the Milan installation of LASVIT stands, and the accompanying communication is linked to them. At the same time, LASVIT is a brand that perceives luxury entirely differently, with a new perspective. Luxury should not look down on anyone. Luxury should lift and get to feel the emotions of everyone. Therefore, the individual installations will be accompanied by several immersive theatre performances. Every day of the design week, actors will present their spectacular performances to visitors and interact with visitors of the Sanctums exhibition.

"Our mission is to uplift everyone by creating breath taking and immersive spacial experiences that touch the soul of all people who find themselves in the space. We want our installations, artworks, collections, and places to make spaces for our clients that not only evoke some beautiful feelings but that can caress the soul," says Leon Jakimič, owner and president of LASVIT. "Our Sanctums exhibition is meant to rouse emotions, not just by offering the experience of free-spirited, immersive theatre. We want to show our inner sanctums, our homes, and private spaces. In Sanctums, we want to show how light makes space and how space makes feeling," adds Leon Jakimič. 

The creative idea came up from the McCann Prague agency. For the client LASVIT, the agency had to break itself free from traditional hard-sell advertising principles and adapt its communication to an audience from the field of art and design. In addition to the concept, the agency also helped prepare video teasers and key visuals as an invitation to the Sanctums exhibition. These were shot in Nový Bor at LASVIT's headquarters during theatre rehearsals.

Leonard Savage, the idea maker of the Sanctums concept and chief creative officer of McCann Prague, said: "Lasvit is an incredibly creative company, one that puts beautiful, challenging and mind-bending work into the world. We are really proud to be a Lasvit collaborator, doing our own small part to shape their story going forward. For us, to have a brand idea manifest not as typical advertising, but as an interactive theatre experience at the world’s foremost design event is a great gift and shows how the nature of creative product is evolving and expanding."