Leica – 100 Years of Design and Photography

The installation designed by Habits comes to life with the technical support of DASS

An emblematic anniversary, a city synonymous with design, and a visual story to be told. During Milan Design Week 2025, Leica celebrates 100 years since the production of the first 35mm camera with an installation that spans a century of aesthetic and technical innovation.
To bring this vision to life, DASS worked closely with Leica and Studio Habits, expertly overseeing every stage of the installation and helping to transform a creative concept into an immersive physical experience.

100 Cameras, 100 Years, One Language: the Concept of the Leica Exhibition Space

In the heart of Milan, on Via Mengoni, a scenographic installation unfolds: 100 transparent panels showcasing 100 iconic cameras. Each one represents a fragment of Leica’s history, from the invention of the first mass-produced compact camera to the latest high-precision digital models.

The installation stands out for its evocative use of light, which interacts with transparent surfaces and reflective materials, turning the space into an immersive, contemplative environment with a strong identity.

Outside, a large-scale "exploded" camera becomes an urban sculpture: a landmark that fuses art, technology, and vision.

The DASS Contribution: Design, Technique, and Operational Precision

Bringing an idea to life means blending design sensitivity, technical precision, and strong organizational skills.

In this project, DASS supported the Habits team through every operational phase, managing material selection, structural fabrication, and on-site logistics, all within a tight timeline and high-quality standards.

Each phase was developed in close collaboration with the designers and clients, ensuring alignment between the creative vision and the final realization.

An Experience That Reflects Leica’s Identity

The exhibition space embodies the distinctive qualities of Leica’s design language: minimalism, precision, and recognizability.

It was a project that saw DASS deeply involved both creatively and operationally, an experience that enriched the studio’s journey and reinforced the value of collaboration as a driver in shaping projects that combine design, heritage, and innovation.