Client
Deutsche Telekom
Project
HALLO Magenta – Mini Smart Speaker Customization Project
Discipline
Art Direction, Production, Video and Photography, Booth Design, Graphic Design, Communication Package.
The HALLO Magenta Mini Smart Speaker customization project was developed for Deutsche Telekom with the aim of reinterpreting and personalizing a compact intelligent speaker designed for smart home control, music streaming, and hands-free calling. Conceived as a creative and experimental initiative, the project explored how a technological device could evolve beyond its functional purpose to become a distinctive lifestyle object. The initiative was developed in collaboration with Vittorio Linfante and brought together a multidisciplinary team: six selected artists, a group of young designers from Politecnico di Milano, and a dedicated team of MMG designers.
Each participant was invited to reinterpret the identity of the HALLO Magenta Mini through unique graphic concepts and material explorations. The outcome was not limited to aesthetic customization of the speaker itself; several graphic concepts evolved into a broader family of coordinated objects. These included complementary lifestyle accessories such as bags, cushions in different sizes, keychains and other design items — extending the visual language of the device into everyday environments.
To complete the experience, we designed a dedicated exhibition hub for the presentation of the project in the lobby of Deutsche Telekom’s headquarters in Bonn. The installation served as an immersive showcase, highlighting the creative process, the collaborative approach and the transformation of a compact smart speaker into a platform for artistic and design expression.
