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Making The Invisible Visible
Amplify + Google transform invisible, abstract ideas into tangible experience.
Winner the Fuorisalone Award 2025 Special Mention: Technology
Challenge
For Google's fifth Milan Design Week exhibit and Amplify's third collaboration with the tech giant, the team faced an ambitious goal: establish Google as a global leader with a unique point of view and dynamic approach to design.
The challenge was to demonstrate how abstract ideas are translated into tangible forms that can be felt and experienced, bridging the gap between conceptual thinking and physical product design at Salone del Mobile Milano.
Insight + Strategy
Ideas exist all around us, often felt but rarely seen. The process of translating the invisible into the visible - whether in art or product design - is an act of alchemy that bridges the intangible and tangible, transforming energy and perception into physical experience.
We wanted to position Google as a brand that elevates design philosophy by drawing parallels between artistic expression and hardware innovation. Create an immersive exhibition journey that begins with pure artistic exploration, then progressively reveals how the same principles of thoughtful design, using sensors, software, and human-centered research, shape Google's consumer products.
Solution
Making the Invisible Visible partnered Google's team with light and water artist Lachlan Turczan for a third consecutive year, creating a sensorial journey through four distinct spaces that illuminated how abstract ideas become tangible form.
Space 1: Art Installation
Turczan's laser, sensor, and software art installation transformed light into matter. Luminous veils sculpted entirely from light rippled through mist, creating shifting environments where the intangible became tangible. Using large-scale optics to align wavelengths, the installation envisioned a future where form is defined by energy and perception rather than physical mass, with light becoming the very architecture of experience.
Solution
Space 2: Nest Learning Thermostat Space
Sensors and software made invisible interaction visible. The thermostat's sensor responds to physical presence, using machine learning to understand habits and preferences while displaying stunning animated weather imagery through a jewel-like display set on a form inspired by traditional camera lens precision.
Solution
Space 3: Pixel Earbuds + sound wall
Laser scans met industrial design to create human fit. Over 3,200 ears across three continents were scanned, capturing 45 million critical data points (represented as triangles) that informed the ergonomic shaping of Google's Pixel Buds. The Pixel Sound Matters collection featured the dawn chorus of birds from remote areas of Botswana and Zimbabwe, demonstrating how inspiration from nature humanizes technology.
Solution
Space 3: Portfolio Space
The portfolio space showcased how design thinking transforms inspirational stories into tangible hardware products.
Results
Making the Invisible Visible furthered the conversation on thoughtful design, successfully positioning Google as a design leader by sharing how the company transforms abstract ideas into beautiful hardware products that provide moments of magic.