During Milan Design Week 2026, we supported Rubner Haus in communicating its participation in the INTERNI MATERIAE exhibition-event, managing press office activities and media relations. Our ongoing strategic communications work was designed to highlight the company’s contribution to the conversation around design, architecture and sustainability.
At the heart of the project was Garden of the Hesperides, an installation onceived by Annabel Karim Kassar for ANNAKA in collaboration with Rubner Haus and ABS Group, hosted at the Brera Botanical Garden from 20 to 30 April 2026. Inspired by the myth of the Garden of the Hesperides, the work brought together art, architecture and nature through a large timber portico, hand-painted figures and a sundial evoking the passage of time. The result was an immersive experience in dialogue with the surrounding landscape.
Rubner Haus translated the architect’s vision into the timber structure of the portico, applying its construction expertise to a flowing, enveloping form. Designed to be dismantled and reused, the structure gave tangible expression to the principles of modularity and reuse, embedding sustainability into the very conception of the work.
Our communications activity focused on these elements, building a narrative that connected creative exploration, technical expertise and environmental awareness. Through media pitching, coordinating enquiries, managing interviews and maintaining an ongoing dialogue with journalists, curators and stakeholders, we worked to clearly convey Rubner Haus’s role and provide relevant story angles for different editorial audiences.
The result was extensive media coverage, with articles and features in Il Sole 24 Ore, la Repubblica, Corriere della Sera – Design, Il Fatto Quotidiano, Wallpaper* and askanews. Print and digital coverage was complemented by significant television exposure on Rai 1, Rai 3, Sky TG24, LA7 and TGcom24.
The project demonstrates the value of a sustained media relations strategy capable of turning the visibility of an installation into an opportunity to communicate the brand’s expertise, design culture and values. With Garden of the Hesperides, we helped bring Rubner Haus’s vision of timber craftsmanship, design and nature to the attention of Italian and international media.
