Fuorisalone and Milan design week takes place at venues across Milan from April 14 to 19, 2010. This week Milan was another city, with rivers of heterogeneous people and in a continuous artistic / cultural / emotional exchange, setting aside the routine and the label of the city, it was alive more than ever. Milan’s historic streets become popular venues of Fuorisalone 2010, thousands of installations that literally dedicated to the Fuorisalone, dress the capital of Fashion and Design during DesignWeek.
Fuorisalone is one of the most important international design events. The event, which takes place at the same time as the Salone del Mobile, design took form in many unexpected ways positioning Milan as the undefeated meeting point for design. Thousands of design afficionados from across the globe made their way into the worlds biggest trade show. The inspiration by creative minds was palpable. Each event stand presented a new philosophy of design.
For one week, Milan was transformed into an open gallery, with historical palazzos and museums, public places and little hidden gems welcoming design aficionados from the world over. It has established a necessary bridge between artists and attendees, creating a vibe of memorable networking. The city is full of design and events, inside palaces, courtyards, buildings, piazzas, museums, abandoned factories, galleries, showrooms and other locations, organized in zones or districts – Durini, San Babila, Quadrilatero, Magenta, 5vie, Porta Venezia, Porta Vittoria, Tortona, Ventura-Centrale, Bovisa, Triennale, Brera, Isola and Porta Nuova…
Milan Design Week, one of the most important events related to the world of design and architecture at international level. As the most important event in the world related to design and furniture, Fuorisalone is the set of events distributed in different areas of Milan. Fuorisalone 2010 with more events and more areas popping up around the city in the ultimate celebration of Design. Be amazed by the amount of effort that goes into producing everything during the week, from each individual product, to group shows, events, installations and ingenious brand extensions. Enjoy exhibitions, installations, performances and workshops, also many events dedicated to entertainment, with concerts, aperitifs, DJ sets and parties.
Milano Design Week, the top international designevent, with more than 2,000 exhibitors, makes Milan the world’s centre of design andcreativity. The Fuorisalone animated the Milan Design Week, premiering the latest trends for the forthcoming year and heralding a tidal wave of events, exhibitions and presentations, enhancing, once again, the central role of the city on topics such as the culture of design and the importance of the Made in Italy worldwide.
Art and creativity are certainly the leitmotif for the special events organized for the week of the Salone and Fuorisalone. Fashion, design, showcooking and workshops and even more parties, themed evenings and super exclusive parties enliven the areas of Via Tortona and Brera, inviting enthusiasts, curious people and exhibitors to get involved by showing the most innovative researches “outside” the traditional canons.
The Design Experience has become a fundamental rendezvous for anyone in Milan during Design Week, the countless exclusive events dedicated to design in all its forms filled with the city. Fuorisalone has given the opportunity to attend incredible events and exhibitions, where you can absorb incredible art installations all over the city of Milan. The plethora of installations, immersive experiences and exhibition itineraries breaching the borders where design and its collateral worlds meet, blend and overlap.
Fuorisalone was first created in the 80’s as the Salone del Mobile with events and evening soirees, thanks to the of companies working in the furnishing and industrial design sectors. Currently, it is expanding into many related sectors including automotive, technology, telecommunications, art, fashion and food. Every year, in April, Salone and Fuorisalone define the Milan Design Week, the most important event in the world for design. The entire episode of the weeklong celebration is referred to as Milan Design Week, an event engaging the entire city, from Rho to Piazza Duomo.
Fuorisalone is the official guide to the event. Istitutionally recognised and supported, it has also been the reference point for the Interareas project, ordered by Milan City Council in the sphere of the ‘Milano Creativa’ programme which aims to share the requests of the different staff involved in the Design Week, since 2010. Fuorisalone is a communication platform which offers a system of support to companies, agencies, private people or associations for the conception, creation and promotion of events during the Design Week.
Fuorisalone is a tool that talks about the events of the Milan Design Week, experiencing them at first hand, bringing facts and key players to the fore against the background of a city that lives changing situations rotating around the design and creativity worlds for a week. During the Design Week, Fuorisalone evokes the atmosphere of a week in which Milan changes guise, the design capital is presented to its community through the form of the event par excellence. The aim of Fuorisalone is the promotion of design as an event, performance and installation in the urban fabric.
Milan’s Fuorisalone is a fluid entity in continuous expansion, flourishing each year in April with the leading trends in design and mapping out the most interesting areas of the city. The flamboyant festival with more than a thousand events in well-established design districts. Fuorisalone sees Milan’s showrooms, galleries and 19th-century palazzos taken over by installations, events, and parties for a six-day celebration of design, beauty, and innovation.
Fuorisalone returns to Milan with its long and elusive program of events: there are presentations of new products, special set-ups in stores, extraordinary showroom openings, hidden locations, meetings with designers, exhibitions and cultural itineraries. The areas with the highest concentration of events, to which are added individual locations, and key points such as the Triennale which, for a week, turns into a real temple of design.
Fuorisalone 2010 has been an incredible success throughout Milan Design Week. It has provided the most exciting brands and artists, and their presentation of the latest trends and luxurious products. Selected as stages for a truly variegated, stimulating and multifaceted narrative, in terms of culture, trends, technological research, materials. To respond to the growing demand for improvement of our quality of life. Whether the focus is on the city or the individual dwelling, on the present or an ecosustainable, high-performance future.
The Fuorisalone fills the entire city with all things design and makes it the mecca of design for a week. There are design installations, parties and events. The Fuorisalone is sure to make any design addict’s heart beat a little faster… There are pop up design installations and exhibitions in old warehouses, historic buildings as well as traditional residential buildings. Sometimes you may stumble across the most amazing exhibitions in the most unexpected places.
As per tradition, the biggest international brands and designers exhibit their novelties in the most exclusive showrooms around the city. The Fuorisalone is also an opportunity to rediscover with different eyes known places such as the Porta Venezia area and the Science Museum, or to discover for the first time locations never seen before, such as those that open their doors to visitors in the Ventura area. The Milan Design Week pays to emerging young designers, who find space in particular in the Tortona area and Superstudio Più.
Design Districts
The events of Fuorisalone are spread all over Milan, but are concentrated in some main areas.
Brera Design District
Brera is a place full of charm and culture, a world accustomed to anticipating trends, where art, fashion and design intertwine. The design district par excellence on the occasion of the days of the Fuorisalone, opens the doors of its shops, the most prestigious showrooms and temporary spaces in private places of suggestive beauty, to citizens and tourists curious to discover this hidden corner of a Milan outside from time.
Discover the new Brera Experience. The best way to discover and get to know the district’s places and secrets. Brera Design District also features a selection of the best commercial activities, i.e. those that best represent the identity of this historic district of Milan between design, lifestyle, food, art and culture. The Brera Design District offers, as always, a large number of events that animate the neighborhood and which alternate with the many design showrooms hosted here.
Brera Design District attracts the largest number of events and is the most visited and most representative district of the Fuorisalone. Born with the 2010 edition, the Brera Design Week has been able to increase over the years the number and quality of the events it hosts, for many, Fuorisalone means Brera and Brera Design Week is the reference platform, open to collaboration with companies and designers thanks to dedicated project formats.
Brera has the charm of the Milan art district and has a somewhat Parisian, bohemian personality. When you stroll through its streets, especially in April during the Fuorisalone, you can breathe an extravagant, young and international atmosphere. Brera is an iconic place. It has always been the bohemian place in Milan par excellence, where you can breathe that artsy atmosphere, thanks also to the Academy and the studios of photographers and painters. Now Brera is increasingly linked to design and this passage has respected the creative and special soul of the neighborhood, indeed it has brought new life.
Brera Design District was born in the historic Milanese district of Brera, a place that for centuries has provided a fundamental contribution to the cultural, artistic and commercial life of the city. The boundaries of BDD range from the Bastioni di Porta Nuova to via Broletto, from via Legnano to via Montenapoleone, including historic buildings of great cultural importance such as the Academy of Fine Arts, the Piccolo Teatro and the Basilica San Simpliciano.
Brera Design District aims to communicate Brera as a reference point for Milanese design, a territorial marketing operation which, through a communication system dedicated to the promotion of excellence and strengths active in the area, intends to enrich the proposal. cultural appeal and the district’s appeal capable of combining tradition and innovation in the widespread field of design.
Porta Romana Design District
Studiolabo and Fuorisalone, in collaboration with IED and ELITA, offer a communication project designed specifically for the Porta Romana area, bringing together the excellences that stand out in the area with events and initiatives related to the world of design, but not only that, during the Fuorisalone week.
Tortona Design Week
The Tortona Design Week circuit, conceived by the Tortona Area Lab cultural association, aims to promote and coordinate the exhibition and cultural initiatives that take place during the Milanese design week in the area between via Tortona, via Savona and Via Stendhal. The exhibition circuit was characterized by important presences, big events and new interesting proposals, in a mix of sure interest for the international public of professionals and professionals who constitute the privileged target of the event.
Tortona Around Design is an itinerary rich in contents, a wide and multifaceted exhibition offer, a privileged point of view on the world of design that ranges from furniture design to technologies, from interactive installations to artistic performances, from large collective exhibitions for the promotion of young talents to the most established international brands of industrial design.
Tortona Design Week gathered the most important Italian and international design brands, together with renowned designers around the fascinating former industrial spaces that populate the area., young talents, incubators that have always made it a destination awaited and visited by thousands of people.
Tortona Around Design was born from the collaboration between Tortona Locations and Studiolabo. Tortona Design Week is an extraordinary window on the world: in fact, also for this edition of the Fuorisalone, international collectives are present in the spaces of the creative circuit launched over ten years ago in the Tortona district.
Ventura Lambrate District
Ventura Lambrate, an industrial district in the northeast of Milan transforms into a temporary curated design hub. Within this area Organisation in Design – the initiator and producer of Ventura Lambrate – provides a stage for the most promising designers, studios, labels, galleries, institutions, academies and students from over the world. Visitors can move through the big industrial factory halls and intimate galleries to encounter the newest developments in design, though-provoking installations and the growing capacity of designers to expand their boundaries to design research. If overwhelmed with all these expressions of design, one can cool off and relax at one of the multiple pop-up creative restaurants and cafes.
Ventura Lambrate, a new and completely curated exhibition district. The project started in 2010 and quickly grew to become a cutting-edge design district with internationally acclaimed creatives, never-before-seen niche projects and extraordinary pop-up restaurants. A selection of international debuting and established designers, academies, institutions, companies and labels have the opportunity to present their creations here, in a coherent design circuit to the large, influential and professional audience of the Milan Design Week.
With every edition Ventura Lambrate is shaped by its continuous focus on the essence of design and on designers’ growing capacity to expand their boundaries to research, self-production, performances and other fields such as health-care and science. Exhibitions coming from all around the globe run through each other at the individual spaces and the clustered theme-furnished locations in and around the streets of ‘Lambrate’, a vibrant transitional area between urban and industrial in the northeast of Milan.
The Ventura Projects are curated exhibition areas dedicated to present international designers, design studios, design labels and brands, design institutions and galleries. Each Ventura Project presents a coherency of carefully selected exhibitions, temporary initiatives, as well as special projects, creative restaurants, etc. The Ventura Projects attract a large professional and influential audience consisting of journalist, photographers, bloggers, cultural institutions, curators and representatives from the corporate world.
The first Ventura Project originated in 2009, when – after 10 years of experience in scouting design talents and organising exhibitions in Milan – Organisation in Design met the architect and cultural entrepreneur Mariano Pichler, who was working on a major requalification project to regenerate the post-industrial borough “Lambrate” in Milan. Starting from the charming atmosphere of the Lambrate district and the desire to create a never-before-seen area during Milan’s prestigious Design Week, Organisation in Design launched the Ventura Lambrate show.
The Ventura Lambrate 2010 circuit is one of the districts that in recent years has attracted attention during the Milan Design Week. The overwhelming success of the first Ventura Lambrate edition led to hundreds of requests from exhibitors to participate in the second edition. The exhibitor selection process was based on principles that had already characterized the 2010 edition: creativity, quality, experimentation and content. Ventura Lambrate 2010 placed further and greater attention on the concepts of diversity and internationality.
Porta Venezia in Design
Porta Venezia In Design, the fuorisalone circuit that combines design and art with the architectural and decorative heritage of the Liberty style. The idea of this circuit, is to highlight points include design and furnishing, hospitality and leisure, with good food and wine, architectural firms, workshops that highlight the artisan aspect, sometimes ‘hidden’ in courtyards, others on the road. Also the cultural aspect, which highlights the architectural angle, revealing the attraction has not been accessible for years. Visitors could enter to admire this secret location, magnificent and rich of art deco.
Interesting news in the area, which is undergoing a major transformation in recent years, with entrances to realities linked to the world of architecture and 3D design. “Creativity” applied to all sectors. The collaboration between various realities – commercial, cultural – that live in the area and have favorably welcomed the project. Porta Venezia Design District, in a historic district, dense due to the strong architectural trace left by the liberty style (the belle époque), a central area, which boasts important points related to design, art, architecture and culture.
An area that has been offering, for some years now, individual exhibition projects that attract the attention of the public and sector employees. It hosts important companies in the design / furniture sector, locations, professional studios, period buildings and historical monuments, art galleries and cultural centers. The design / art events come communicated together with the Liberty route, which includes the main buildings of this period.
In its first edition, it presents itself to the audience of the fuorisalone as a double circuit: a design / art path and a cultural focus centered on Liberty. ‘Porta Venezia in Design | Liberty ‘combines 24 points, including showrooms, shops and companies, which exhibit the latest in design and art, with the architectural and decorative heritage of the Art Nouveau style of 16 wonderful buildings that characterize this area of the city. Made also thanks to the collaboration of technical partners – DuPont Tyvek, Essential, Jannelli & Volpi and Operad’Arte – and some media partners, it is a project conceived by Nicoletta Murialdo.
Posto di vista since its first edition is characterized by being a Fuorisalone appointment capable of proposing an unconventional reading of design. A project that has been rewarded over the years by a constantly growing influx of public, thanks to a proposal of creative paths that, edition after edition, deepen the link between design and social, economic, political and ecological issues. To characterize the present projects, the laboratory and research component, the attention to the cultural, artistic, communicative, multimedia, experimental dimension, the choice of themes and targets that are not strictly commercial.