Milan Design Week 2026 marked the public presentation of CRISTINA’s new brand identity. We developed Everyday Matters as the creative foundation for a holistic spatial experience.

Following our creative direction, CRISTINA found a decidedly human perspective in a sector that is dominated by product-focused communication and aspirational renderings. We wished to create spaces that felt comfortable and relatable. The experience extended across two project spaces, from the fair presence at Salone del Mobile to the CRISTINA Brera showroom.

WAF GMBH guided the project team through defining a coherent experience in every detail, extending from spatial design to guest experience, integrating our project partners Open House and Le Labo. We also provided tone of voice and art direction for all connected communication material. It included a website, an extensive brand catalogue and further printed matter.

We are grateful for a wonderful project team: Experience architecture by Experiential H, styling by Sarah Possamai. Press relations were handled by Strategic Footprints. Special thanks to Agnese Caleffi for her unwavering attention to detail.

Most of the photos on this page are by Francesca Iovene, Benedetta Stefani and Anelle Taulé.