SC Johnson Escape House
Client: SC Johnson
Occasion: Fuori Salone / Milan Design Week 2025
Location: Via Novi 2, Milan
Concept
Each room a challenge. Each challenge, a SC Johnson icon to solve it.
An immersive escape house in the heart of Milan’s design district, transforming the functionality of SC Johnson products into a creative, sensory, and unforgettable experience.
The Idea
For the first time, SC Johnson introduced a brand-new experiential format in Milan: a themed Escape House open to the public, where each room presented a household challenge solvable only through the effectiveness of a specific SC Johnson product.
The Experience
Six rooms, six multi-sensory challenges.
From the freshness of Glade to the cleaning power of Mr Muscle, from the protection of Autan to the instant action of Raid and Baygon, and the brilliant hygiene of Duck—each product became the key to escaping the room, enhanced by immersive scenography and engaging narrative design.
Results
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Over 6,000 visitors in 5 days
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Hundreds of organic UGC posts shared on social media
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Strong visibility among influencers, media, and the design community
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Significant boost in brand awareness and engagement
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Enthusiastic feedback: “A brilliant and unexpected way to experience the product.”
