CAMERA Inside the lens
The future of hospitality.
Designed for new
ways of staying.
CAMERA is an immersive modular micro-architecture designed by ProgettoCMR and developed by MoDesign Italia. Inspired by the shape of a camera lens, it was designed as a flexible architectural system for applications in hospitality, tourism and outdoor experiences.
Designed to blend harmoniously with its surroundings, CAMERA creates a connection between architecture, people and place, transforming views and observation into central elements of the experience.
Its combination of spatial quality, sustainability and adaptability enables it to respond to the evolving needs of contemporary hospitality and the changing expectations of today’s travelers.
Thanks to its modular configuration, CAMERA offers a versatile solutions for hotels, resorts, glamping destinations and tourism developements seeking to expand their offering through distinctive, immersive guest experiences that are deeply connected to their context.
Glamping
To create high-value outdoor hospitallity experiences that combine comfort, nature and immersion in the surrounding landscape.
Outdoor Tourism
To enhance natural settings and destinations dedicated to outdoor activities, offering visitors a unique way to experience the environment.
Destination Experience
To create new points of interest and enrich the visitor experience, strenghtening the connection between people and place.
An architecture designed to make a difference.
The most attractive destination today are no longer simply those that offers services, but those capable of creating memorable experiences. In contemporary tourism, the value of a stay is increasingly linked to the ability to connect with place, experience it and remember it.
CAMERA embodies this evolution by making the landscape a central part the guest experience. Its immersive design and large panoramic opening allow visitors to engage with their surroundings from a unique perspective, strenghtening the connection between guest and destination.
More than just a space to inhabit, CAMERA becomes a tool for observing, discovering and enhancing the context in which it is located, helping to create new forms of hospitality, new ways of experincing a destination.
One concept.
Multiple applications.
CAMERA can be configured in different ways to meet the specific needs of each project, while preserving the core principles that define its identity: a strong connection with the landscape, high spatial quality and flexibility of use. From hospitality to professional activities, each configuration is designed to enhance both the user experience and the surrounding context.
BEDROOM
An immersive accomodation solution designed to provide comfort, privacy and a unique connection with the surrounding landscape.
BATHROOM
An integrated module that complements the system, providing functionality, comfort and autonomy while maintaining a compact footprint.
PANORAMIC MEETING
A dedicated space for meetings, workshops and professional activities, designed to foster focus, collaboration and inspiration.
PRIVATE DINING
An exclusive setting for private dining experiences, where the natural surroundings became an integral part of the atmosphere.
Designed to last.
Built to respect the landscape.
Sustainability is an integral part of the project. CAMERA is built using certified timber and low-impact materials, carefully selected to ensure quality, durability and seamless integration with the surrounding environment.
The structure is based on the principles of prefabrication, reversibility and circular economy, enabling fast and minimally invasive instllation without permanent ground interventions, while allowing the unit to be relocated or removed over time.
From a construction perspective, CAMERA combines engineered timber structures, high-performance SIP panels and panoramic glazing designed to provide comfort, energy efficiency and uninterrupted visual connection with surrounding landscape.
The system is also designed to accomodate off-grid solutions, including photovoltaic systems, heat pumps and energy storage technologies. This further expands its potential applications, even in remote locations, while helping to reduce energy consumption and environmental impact.
Video credit: Andrea Badoni
Beyond Fuorisalone.
Presented during Milan Design Week 2026, CAMERA – Inside the Lens welcomed more than 3,500 visitors in the heart of Milan, demonstrating strong interest in new ways of connecting architecture, landscape and experience.
A result that reinforces the project’s potential as a tool for imagining new forms of hospitality and enhancing the value of places and territories.
Designed by
Founded in 1994 and part of Progetto CMR International Group, Progetto CMR is one of Italy’s leading integrated design firms (architecture, engineering, and design). With a multidisciplinary team and offices in Italy and abroad, it covers every project phase from concept to completion, offering services ranging from architecture and urban planning to product and interior design. In 2024 it received the Compasso d’Oro ADI for CELLIA®, its patented interactive façade, and is a partner of EAN – European Architect Network.
For
Modesign interprets contemporary design through the heritage of the Bianchini family, active in woodworking since 1968. 100% Made in Italy, it develops bespoke furniture and solutions in dialogue with architecture, with a tailored approach that combines material, technique, and vision. A flexible and customizable system for coherent, identity-driven spaces.
Main partner
Since 1931, Finsa has been transforming wood into panels, decorative surfaces, laminates, and solid wood, and was a pioneer in the Iberian Peninsula in particleboard and MDF production. Today it employs 3,369 people, operates 10 plants across Europe, 17 commercial offices in 10 countries, and a network spanning over 60 international locations. In 2022 it recorded revenues of €1,419 million. It integrates production, chemistry, energy, and innovation, promoting circular economy and sustainable forest management.
Partners
AGC Glass Europe, based in Louvain-la-Neuve (Belgium), manufactures, processes, and markets flat glass for the construction sector (facades and interior design), the automotive industry, and solar energy applications. The company is the European subsidiary of AGC Glass, the world’s leading flat glass producer. The Group operates through more than 100 locations across Europe.
Founded in 1969, Hisense is a global consumer electronics and home appliances brand present in over 160 countries, specializing in TVs, multimedia, and smart IT solutions. World leader in 100”+ TVs (2023–2025) with a 57.1% share in 2025, it pioneers RGB MiniLED technology. Official FIFA World Cup 2026™ sponsor, it further strengthens its global presence.
Founded in 1959, iGuzzini is a global leader in lighting for culture, workplaces, retail, and urban spaces. It combines design and innovation, turning light into a tool for wellbeing and quality of life. A pioneer in smart lighting, it develops efficient and sustainable solutions using up to 96% recycled materials and 100% renewable energy. Part of the Fagerhult Group, it operates worldwide.
Schüco Italia, part of the Schüco International Group, develops high-quality aluminum systems for windows, doors, façades, and sliding solutions for residential and large-scale projects. Headquartered in Padua with branches in Milan, Turin, Rimini, and Naples, it has over 170 employees, 24 sales agents, and a network of 700 partners and 5,000 firms.
Theatro was founded in 2014 as a space dedicated to integrated design: not just a network of leading companies, but a coordinated direction that supports designers, clients, and investors from concept to completion. The model is based on thematic clusters covering the entire building, through the collaboration of industry excellence. Theatro partners: Schueco, Thema, AGC, Duravit, Schneider Electric, Resstende, Florim; Alpolic, Corradi, Daikin, Dormakaba, Griesser, Hilti, iGuzzini, Laboratorio Morseletto, Metalltech, 8-chemie, Ravaioli, San Marco Group, Schoeck, Scrigno, Starpool, Verdeprofilo e Banco Desio.
Thema designs bespoke solutions for windows, façades, and aluminum and steel structures, combining design and performance. It manages every phase, from engineering to after-sales. Through the MetodoThema®, it integrates technology and craftsmanship to deliver tailored, sustainable, high-quality solutions developed with designers beyond standard architecture.
VerdeProfilo® is an Italian company that designs innovative systems for architectural greenery, combining nature and design. Its solutions enhance the quality of spaces, well-being, and sustainability. Inspired by biophilia, it promotes greenery as a key design element. It uses sustainable materials and develops high-performance systems for both indoor and outdoor environments.
Special Guest
Fondazione Bullone is a Third Sector organization founded in 2012 by Bill Niada to support teenagers and young adults who have faced serious illnesses. It helps them rediscover their identity beyond disease, promoting social and professional reintegration. Through publishing, communication, training, and awareness projects developed with professionals and companies, it fosters a vision in which fragility becomes a resource. Its goal is to shift perspectives: illness is not an insurmountable limit, but an experience to be shared and transformed into value.
Technical Partner
Stain Engineering is an engineering company founded in Trento in 1996 and based in Milan since 2018. It was created by multidisciplinary designers specializing in building systems. Through continuous innovation in methods and tools, it has grown significantly and become a key partner for major architecture firms in Italy. It also develops proprietary BIM software for design, cost estimation, and quality control, and has been ISO certified since 2005. It is part of the Progetto CMR International group.
Contatti:
press@progettocmrinternational.com
Ufficio Stampa SEC Newgate
Cinzia Ghilotti | +39 3477958520 | cinzia.ghilotti@secnewgate.it
Lisa Dalla Pria | +39 3466019335| lisa.dallapria@secnewgate.it