Melinda Ipogeo Experience

In the heart of the Dolomites, a project rooted in the collaboration between people and nature.

Some places don’t feel like part of the industrial world—they belong to nature. Places where humans don’t dominate but collaborate.
The “celle ipogee” of Melinda, vast underground chambers carved into the heart of the Dolomites during stone extraction, are one of these places: immense natural cathedrals transformed into energy-free cold storage rooms where apples are preserved without consuming electricity.

A perfect symbol of Melinda’s philosophy: respect, sustainability, harmony between technology and nature.

The guardians of the land

And it is here, in this extraordinary and almost surreal environment, that our studio created a new immersive digital installation designed to express the deepest values of the Melinda Consortium.

Our installation was born from a simple question: how can we transform an already extraordinary space into an experience that amplifies its essence?
The answer is an audiovisual journey that surrounds the visitor and leads them into the value-driven universe of Melinda, where farmers and nature work in a relationship of mutual trust.

Through videomapping, responsive lighting environments, and digital scenographic design, we transformed a section of the “celle ipogee” into a narrative landscape where technology becomes the voice of the earth.

Immersion inside a place that already tells a story

The concept of the installation is inspired by the farmers of Val di Non, considered by Melinda the true “guardians of the land.”
We portray them not as technicians in a process, but as protagonists of an ecosystem of harmony, where every gesture is an act of care.

Choosing the “celle ipogee” was not just a scenographic decision—it’s deeply symbolic. These spaces breathe with the mountains, maintain constant temperature thanks to the rock itself, and store the apples without wasting energy. A concrete example of circular economy and respect for natural resources.

Our installation doesn’t cover the space—it reveals it.
It doesn’t overpower nature—it listens to it.
It doesn’t simply tell the story of a brand—it tells the story of a way of being.

An experience for visitors, a manifesto for the future

The project designed for Melinda is more than an installation: it is an immersive manifesto celebrating a vision of the future based on deep collaboration between humans and the environment.

At a time when sustainability is often spoken about but rarely embodied, Melinda offers a tangible example.
And DrawLight has translated this vision into a living, emotional experience capable of connecting people to the place itself.

The CREW!

– Alberto Gentilin (Project Leader)

– Giulia Lazzaretto (Creative and Art Direction)

– Davide Briganti (Project Supervisor)

– Alberto Beroni (Technical Artist)

– Edoardo Piccolo (Sfx Artist)