Review of Salone del Mobile.Milano 2011, Milan Design Week, Italy

Salone del Mobile Milano, the most expected international event for the furnishing and design sectors, last from 12 to 17 of April, 2011, at Rho Milan Fairgrounds pavilions. Milan has long been regarded as one of the international capitals of industrial and modern design, as well as one of the world’s most influential cities in fashion. The Salone del Mobile is an invaluable tool for the industry as well as an ongoing, quite extraordinary promotional vehicle.

This year coincides with the 150th anniversary of the unification of Italy and the 50th anniversary of the Salone del Mobile Milano. In 1961 the Salone del Mobile welcomed 12,000 visitors to a 11,000 square metres of display space and 328 exhibitors. This year, the fair received over 300,000 visitors to over 200,000 sqm of display space and over 2,500 exhibitors.

The Salone del Mobile is the global benchmark for the Home Furnishing Sector. Once more Milan is a window on the world of design, as city of creativity, quality and change. With key sectoral players include over 2,500 exhibitors showcasing their ranges and more than 300.000 visitors, designers, architects, critics, intellectuals and trendhunters for a week full of emotions, innovation, design, technology and attractions to make from this event, one of the best global experiences for professionals.

Milan’s steeped history in design makes it one of the most important hubs of creativity in the world. Salone del Mobile Milano become a key event in the luxury calendar where furniture manufacturers and luxury brands look to showcase their creativity and innovation, and where the world’s most influential designers, journalists and professionals converge to discuss and analyse the latest technologies, materials and trends.

Milan Design Week, one of the most important events related to the world of design and architecture at international level. More than a design event, Salone del Mobile is a cultural statement, where the state of the art of design is presented every year, and where professionals can get new information about the novelties. The salone del mobile is the place where new products are launched annually, and is the must-see sectoral appointment every year, continuously reaffirming milan’s role as the capital of design.

As the world’s largest and most important furniture fair, Salone del Mobile is the key event of Milan design week 2011. The week-long program brings forth special events, exhibitions and product presentations, where everyone who’s anyone on the international furniture and manufacturing scene comes together to observe and get-in-tune with the latest industry developments.

The Salone Salone del Mobile.Milano, made its first appearance in 1961, designed to promote Italian furniture and furnishing accessories on the export market, and it has continued to do so impeccably, ensuring that the quality of Italian furniture is known to all four corners of the earth, and continues so to do, with half of all its visitors coming from around the world. The Salone Salone del Mobile.Milano as the leading furnishing sector companies were brought together in one single commercial exhibition space for the very first time.

Salone del Mobile Milano showcasing design excellence, quality and innovation, celebratiing the latest design trends and innovations, Salone del Mobile Milano offer the platform explore cutting-edge innovations and intricate Italian craftsmanship exhibited, exchange ideas and indulge in the most recent furniture, product, and interior design technologies. Quality and innovation, along with major collateral events and a comprehensive, wide range of goods are the ingredients that make the Salone such an unmissable event.

Salone del Mobile animated the Milan Design Week, 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. The Salone del Mobile is proud to be seen as the capital of design and keen to retain its pre-eminence, demonstrating again this year that it is the ideal context for an event of such importance. Because Milan, together with the Salone, has the power to highlight and throw into great relief the entire sector, from the talented young designers to the great international names, to the innovative startups to the historic companies.

The strength of the Salone del Mobile.Milano is strictly connected to the uniqueness of the furniture supply chain, a widespread ecosystem of industrial and cultural values. ​​It is an extraordinary plot that links creativity, ingenuity and industry, and that makes Italian design a strength of strategic importance for the whole Italian system. It is one of the best business cards that the city of Milan, which has always been able to interpret its time with an international spirit, can show the world.

This year the Salone once again turns the spotlight, on the centrality of Milan, which continues to gather international acclaim and recognition, and the creative ability and generosity of spirit of the industrial network at its base that works to offer the world excellence. The Salone del Mobile.Milano proposes an emotional and intellectual involvement of all its actors in order to go beyond what has been achieved so far, to consolidate that leadership role that the Exhibition and the city have conquered over the years, and attract, more and more, new projects and talents.

Each year, for Milan Design Week, the city undergoes a much more dramatic transformation than it does during Milan Fashion Week: art galleries and furniture shops stay open until late, installations and temporary shows provide entertainment for curious passers-by and designers or buyers visiting from around the world. In Milan’s centre, the coolest neighbourhoods come to life with events, happenings and parties.

And over the recent years, food has acquired an increasingly relevant presence in this week dedicated to design. There are several initiatives and events with food as the central theme, providing a moment of conviviality for its visitors.

Milan Design Week with innovative products and solutions for contemporary living come together, presenting outstanding products and solutions for contemporary living with an informed eye to the future and which combine design, technology, flexibility and sustainability. The vast array of exhibits give glimpses into the future of home design and outdoor space. Underneath the larger Fair are also various smaller events, including the International Furnishing Accessories Exhibition, EuroCucina, the International Bathroom Exhibition.

Euroluce, the exhibition devoted to excellence in the light the exhibition devoted to excellence in the lighting world, showcase the very latest in outdoor, indoor, industrial, event very latest how, special use and hospital lighting solutions, lighting systems, light sources and illumination technology software and consulting. Euroluce build on its mission to reveal the very latest in indoor and outdoor lighting appliances and special use lighting, as well as lighting systems, light sources and lighting application software.

Workplace3.0 is an exhibition with an innovative concept, devoted to design and technology for planning the workspace in the round. The exhibition underpinned by an innovative concept, devoted to design and technology in workplace planning, bring together the different components of the workplace in a single space, showcasing proposals and design solutions for living the workplace in its many different contemporary interpretations. Workplace3.0 bring togetherthe top proposals from the furnishing world for office, top proposals from the furnishing world banks, insurance offices, post offices and other public spaces, seating for offices and public spaces, acoustics, flooring and coverings, lighting and office accessories as well as audio-video technologies and communication.

SaloneSatellite, the unrivalled opportunity for interaction between young designers, businessmen, architects, interior designers and the press, was back in Pavilions 22 and 24, alongside Workplace3.0. This year, it was geared to the theme: ‘Craftsmanship & Design: Together for Industry’, and provide them many networking opportunities.The event allows emerging young designers to showcase their products and also gives them a chance of being selected to take part in the next edition of the SaloneSatellite Award competition, for the 3 best prototypes on exhibit, relating to the goods categories on show.

Design Districts of Milan Design Week 2011
The events of Milan Design Week are spread all over Milan, but are concentrated in some main areas. A series of main districts, namely Porta Venezia, San Babila, Tortona, The 5 Vie, Sant’Ambrogio or San Gregorio. During the Fuorisalone, these districts take center stage with an abundance of events including DJ sets, exhibitions and performances hosted at various locations across the city, comprising former industrial spaces, ateliers, artisanal workshops, ‘botteghe’ and the showrooms of big-name brands.

Milan Design Week drawn on the illustrious past of Milan, with it rich history in architecture, art, and design, old palazzi and churches as backdrops for the most interesting exhibits, and reissues of classic designs stealing the spotlight from new product introductions. 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.

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.

On the occasion of the Fuori Salone 2011, the projects of the Brera Design District are back. Also this year interesting events developed in the district throughout the period was proposed, involving historical brands, new showrooms and all the activities related to the prestigious district of Milan. 80 and more, the events belonging to the district for the Fuorisalone event, a huge success, above all expectations that brings Brera to the center of the events of the Milanese Design Week

For the quality and number of exhibitors who color the streets of the district red thanks also to the signage system designed for the event which consist of flags on rows, signage flags for each point of sale and vertical totems designed by Plust Collection on the basis of the king size vase “Saving Space Vase” designed by JVLT / JoeVelluto.

PLUST Collection is the official sponsor of Brera Design District 2011 with a territorial communication project that sees the king size vase “Saving Space Vase” treated as a strategic design element for signaling events in the well-known Milanese design district. A great project in which the PLUST Collection product best expresses both the characteristics of an outdoor furnishing element and the ability to communicate on the territory.

A “green” lounge in the heart of Milan that host events related to the world of gardens and design, a rich schedule of events and moments dedicated to the art and knowledge of green design at 360 °. “The Great Garden of Brera”, dedicated to the memory of Laura Dubini, aims to promote knowledge of the artistic and cultural heritage represented by Italian historical gardens and, with it, its importance within the history of design. The art of the garden, often considered – wrongly – a minor art, is a feather in the cap of Italian design and made in Italy. With the support of Davide Groppi for the lighting installation and the contribution.

The Grande Giardino di Brera has obtained the support of DUC Brera – the urban district of commerce of Brera – as a project that promotes garden design, the pride of Italian culture, in the center of Milan, creating a welcome point open to all visitors of the Fuorisalone, of the Brera Design District and of the showrooms.

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.

For the April appointment of the Brera Design District there are many events and commercial and cultural activities planned, with thematic itineraries related to sustainable design, greenery and art up to the Brera Design Night on April 15, an evening that include a extraordinary opening of selected showrooms and temporary spaces that culminate with the exclusive PARTY DI BRERA DESIGN DISTRICT BY HYUNDAI in the prestigious spaces of Palazzo Clerici, from 8.00 pm to 1.00 am, with djset by Nicola Conte and a dedicated bar service.

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.

Eco-ntamination is a space full of requests to experiment with products and services of excellence, the result of the contamination between Nature and Design. They was present in a single location: 100% plant-based and refined organic wines and foods, organic pet food, bikes, major furniture and cruelty free fashion brands.

Charlene Mullen, Leif.designpark, Matthew Hilton, Studioilse – show new works produced in collaboration with the innovative design manager / producer, De La Espada. Plus, preview of the autumn launch of Søren Rose Studio. Modern design with an emotional appeal, expertly worked.

7vicocrema present a whirlwind setting that have niche communication as its theme. We work with respect for the environment and ethics, preferring original communication and avoiding the commercial standardization of the image.

SCP presents its collection consisting of new works by Donna Wilson, Gareth Neal, Kay + Stemmer, Lee Kirkbride, Matthew Hilton, Rich Brilliant Willing, Sylvain Willenz and Terence Woodgate. SCP is a typical British brand that designs, manufactures and directly sells high quality products for the home.

Case is dedicated to delivering great design at a good price. Case brings first-class design principles and advanced manufacturing techniques to an area of ​​the furniture market usually associated with imitation and mediocrity. Case promotes the idea that the best design should be available for the mass market and is capable of delivering large production volumes.

On the occasion of the Fuorisalone, Ercol re-proposes iconic pieces from its archive, including Studio Couch. Also on display is the new Chiltern dining table, inspired by the classic 1950s design. Ercol also exhibits collections produced in partnership with some of the UK’s talented emerging designers. The impressive Treviso Desk, created in collaboration with luminary Matthew Hilton is an exercise in contemporary simplicity and Russell Pinch’s delightful and refined Holland Park stacking chair also be shown.

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.

The founding members are Superstudio Group, Magna Pars, Tortona Locations, Estate4, already protagonists of the rebirth and reconversion of the ex-industrial area in the district of creativity, fashion, design, art, which continue the work of the previous Zona association Tortona

Design Food Terminal: a quality hospitality and catering project hosted in facilities consistent with the design context. Urban and “green” furniture installations created in partnership with important outdoor furniture companies. In conjunction with Euroluce, there is a strong presence of companies in the lighting sector. The technology sector also have a significant presence, with big international names. Spaces also dedicated to wellness and relaxation proposals. The surfaces and materials brands are also protagonists of important installations. The “worlds of design” are represented in the area by collective exhibitions that talk about lifestyle and creativity with a multicultural slant.

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 2011 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 2011 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.

For 2011 this intention is reconfirmed with Posti di Vista design sensible. Over 70 initiatives proposed including exhibitions, events, performances, workshops, happenings, meetings, screenings, concerts, reviews, permanent installations and temporary architectures, together with the presentation of products and projects linked by a single common thread: sensitive design.

With POSTI DI VISTA design sensitive to the Fabbrica del Vapore, you want to actively participate in the growth of an “other” design, sensitive to a broad and articulated sustainability: environmental, cultural and economic indispensable tool to start a discussion table where demand and the offer meet leading to the creation of alternative paths. For the organization of the event, the collaboration between FDVLAB and Ottagono is renewed, confirming the importance of the meeting and comparison between profit and non-profit, between associations and companies with the aim of continuing a path characterized by a new expressive language, where the experimental / cultural realities interact with the industrial world.

Special Events
Itineraries that include the events of Design Week related to the most important themes of this edition.

Veuve Cliquot
The prestigious Maison de Champagne Veuve Clicquot Ponsardin, for the seventh consecutive year, renews its link with the world of Design by participating in the next edition of the Milan Design Week with a leading role, proposing a series of unmissable events that make Milan yellow.

The link between Veuve Clicquot and Design has its roots in the cultural heritage, in the DNA of the Maison, in the daring spirit of its founder Barbe Nicole Ponsardin, who has always been looking for new connections and transversal languages. Over time the Maison has acquired the ability to communicate in different cultural contexts through the refined and universal expression of Design; this bond has been strengthened by collaborating with internationally renowned designers and proposing itself as a partner of important companies in the sector. Also this year Veuve Clicquot proposes itself as a protagonist at Design Week with a circuit of events born from the partnership with about 30 companies, clubs and exclusive clubs in Milan.

A series of daily appointments that accompany guests from the aperitif to the after dinner, with cocktails and parties under the sign of Giallo Clicquot at the showrooms and locations of the partners, customized for the occasion in the style of the Maison.

Clicquot on the Move, the itinerant Champagne Boutique totally customized with the brand’s colors, cross the Yellow Line, an ad hoc tram route created in collaboration with ATM that travel through the center of Milan with a stop in Piazza Castello and Piazza Fontana. From 10am to 8pm you can board the Veuve Clicquot traveling boutique in the company of a personal shopper, essential support to guide guests in their purchase.

For the occasion, the Maison de Champagne has also created around 20,000 Yellow Maps, pocket maps available at the locations that have joined the initiative. The maps highlight the stages of the Clicquot circuit and the calendar of events promoted and also be a practical pass to board the Clicquot on the Move tram.

Veuve Clicquot also offers an interactive version of the Yellow Map, the new Clicq App for smartphones, which can be downloaded for free on Clicq App allows you to follow events, find locations and contacts, as well as create a personal agenda to experience a week dedicated to the Clicquot Yellow.

Fuorisalone Design Party by Hyundai
Fuorisalone Design Party by Hyundai is the most exclusive event of the design week, Friday 20 April at Officine del Volo, in Mecenate 76. The Hyundai Party is configured as the unmissable event of the design week, from 10.00 pm to 2.00 am you can dance in one of the most evocative spaces of the Mad (Mecenate Area Design) where NICOLA GUIDUCCI records turn. The exhibition is dedicated to the preview launch of the HYUNDAI CREATIVE LAB, a platform and creative laboratory aimed at the widespread world of design. The exclusive partner of the evening was ARCHITONIC with a dedicated bar area.

Hyundai Motor Company Italy renews its support for the main event that sees Milan as the undisputed protagonist of international design. On the occasion of the Salone del Mobile week, in fact, Hyundai was the Main Sponsor of Brera Design District, the beating heart of the initiatives aimed at the public during Design Week for the second consecutive year.

Hyundai Creative Lab is a creative laboratory, aimed at the community of Italian and foreign designers and creatives, with the aim of promoting the culture of design by supporting the ideas of young designers in the world of creativity and widespread design with particular attention to the themes of automotive and sustainable mobility.

The exhibition is dedicated to the preview launch of the HYUNDAI CREATIVE LAB, a platform and creative laboratory aimed at the widespread world of design. The exclusive partner of the evening was ARCHITONIC with a dedicated bar area. Colorful presences of outdoor furniture by Plust Collection.

ASUS Senses Experience
ASUS was present throughout the week dedicated to international design with a spectacular exhibition / concert at the prestigious Milano Studio Digital photographic studio, Via Tortona n. 35. In the exclusive location, located right in the heart of the Milanese fashion and design hub and in the most lively and pulsating area of ​​the Fuorisalone, the public was accompanied on a cognitive and sensorial journey that develop among the most innovative technological proposals signed ASUS, arranged in three different themed rooms.

The main room was dedicated to the suggestions and variations of the concept of “Senses Remix”, the fil rouge of ASUS participation in the Milan Design Week 2011 and expression of a technology capable of involving the senses, through the evocation of memories, sounds and sensations tactile. In this room, visitors find themselves in front of a real hi-tech orchestra made up of sixteen NX90s, the exclusive notebooks made by ASUS in collaboration with David Lewis, Chief Designer at Bang & Olufsen for twenty years, and able to give a exceptional viewing and listening experience, thanks to the large widescreen screens and the most advanced audio technology they are equipped with.

The sixteen notebooks, expertly synchronized by ASUS designers, are set up to play in unison, in all their power. Visitors was able to immerse themselves in the shoes of an orchestra conductor and compose their own melody, using as many tablet PCs, Eee Slate, each with the possibility of reproducing a different melody, created through the sound of an instrument chosen from among eight available.

Continuing along the path created by the ASUS Design Center, visitors was able to discover how an exclusive and successful technological creation is born. The “Behind Our Sound” area was reserved, in fact, for the exclusive NX90 notebook, a perfect example of how technology, art and design can blend harmoniously and give life to a true masterpiece of style and performance. In this space, therefore, the secrets and history of an object as unique as it was original was revealed, discovering the different phases of the “design process”, from the initial concept to the first prototypes, up to the final realization, as well as appreciating its quality and purity again. audio.

The third room, “Behind Our Touch”, instead act as a casket for the highly anticipated Eee Pad family, shown for the first time in Italy: it was possible to touch the unprecedented Eee Pad Transformer, the innovative and versatile pad that “changes skin”, transforming itself from tablet to notebook according to the needs and preferences of the moment; the older brother, the Eee Slate, the more powerful and complete pad, recognizable by the large and precise 12-inch display; the Eee Pad Slider, equipped with a practical qwerty keyboard that literally “slides” under the touchscreen; the Eee Pad MeMO, equipped with a 7 “screen, the smallest of the new touchscreen proposals, the most compact and versatile solution in the range.

START! New Design
START! was born with the aim of allowing all new and old realities to show themselves in a prestigious context with high international visibility. By providing a split location for various exhibitors, START! it becomes a real showcase for professionals who was able to make themselves known; an opportunity for a meeting between business and new design.

Conceived and developed in collaboration between Spazio Del Cima, Studiolabo and, START! was the event of the Milan Design Week dedicated to new design projects, gathered within the Spazio Del Cima, a splendid location located in via Tortona 14. On an area of ​​approximately 230 square meters, twelve creative exhibition comparing itself in an installation designed ad hoc to allow maximum freedom of expression for the individual but able to incorporate the power of communication of a real collective of ideas.

Energy of Design ASPIN
Unmistakable styles, innovative ideas, captivating shapes come together in a balance of expressions with a clear and seductive language. 10 companies of Frosinone, 10 symbols of excellence united to represent the energy of the best interior design performances, through the meeting of techniques and emotions that generate exclusive pieces. An intertwining of personalities and trends that Aspin, a Special Company of the Frosinone Chamber of Commerce, wanted to promote within an event that collects, in all its expressions, the style and essence of Made in Italy. An invitation to encounter the elegance of refined and never dull environments.

Elita Design Week
The 2011 edition of the usual Sundaypark Special Design Week Closing Party by Elita and Fuorisalonel. Elita Design Awards overturns the point of view of the many awards that are awarded in the field of design, enhancing the creativity and capacity for innovation of companies that, through talented designers and architects, propose creative interventions capable of involving visitors, transform Milan into a stage full of happenings that attracts a more varied and international audience than any other Lombard initiative.

The Sunday evaluation of what was seen during the week in the various spaces of the Salone and Fuorisalone, a debate outside the logic of industrial design, but focused on the installation project, to enhance creativity and innovation skills. During the screening of ten video reports selected during the week and produced by Ied Visual Communication students, an exceptional jury evaluate the most deserving, to whom the award was awarded.

Other Events
GranitiFiandre offers a number of events during Fuori Salone with a special focus on the themes of architecture and sustainability. Contemporary architecture and sustainability was the key themes at the “Greenbuilding” meeting coming up on April 13 at Politecnico di Milano featuring architect Mario Cucinella as special guest. Also on April 13, in the new “Geologica” showroom in Via Francesco Sforza, GranitiFiandre and Illum offer an “aperitif in architecture”. The current exhibition focuses on plans for a tower in Lodi by architect Marco Visconti, considered a project in the vanguard of sustainability, and creations by Bysteel designer Stefano Pirovano.

Bevisible+ is a creative team that promotes innovative ideas and projects through their exhibits, creating non-spaces where individuals can rebuild their own habitats and interact with an alternate, eco-sustainable world. Bevisible+ presents the concept, “… natural Design” as it applies to two main categories: Green-Style Home, a new living dimension, a new home for experiencing emotions and relationships with others in a more ethical and responsible way, and Natural Design Concept, new objects and tools for everyday life inspired by nature and designed for a new person, ready to fit in perfectly to the ecosystem he or she is part of.

The exhibit combines different environments, bringing tradition closer to new technology, seen as a resource capable of enhancing our wellbeing and creating a more human and sustainable dimension for everyday life. Along with this exhibit, Bevisible+ is also launching a competition, also called “…natural Design,” in collaboration with Cagliari’s IED to encourage talented young people to get involved in the green revolution combining creativity and sustainability, with an awards ceremony on Friday the 15th at 5:00 p.m.

In the Tortona district, in the 2500 square metre Home & SPA Design, area featuring exhibits about the home, the bathroom and wellness, Xtra Fiandre presents the Ecobath installation, a complete furnishing project including all the products present in the bathroom. The solutions proposed emphasise environmental sustainability, with a focus on eco_marble, a new LEED certified collection consisting of more than 40% recycled materials and produced using the Active Clean Air & Antibacterial Ceramic production process to give it anti-pollutant and anti-bacterial properties.

At the entrance of the Cortile building on Via Savona, courtyard and interior of this skeletal space were the venue for ‘Luce Tempo Luogo’, a mesmerising created by installation by architecture firm Dorell.Ghotmeh.Tane (DGT) in partnership with Toshiba. DGT’s directors Dan Dorell, Lina Ghotmeh and Tsuyoshi Tane are interested in the socio-historical and cultural aspects of architecture. For their Milanese installation the trio looked into the history and unique features of the Cortile and how they could induce an emotional response to the space using 21st century technology. The resulting exhibition was installed in the entrance, courtyard and interior, below, and featured curtains of water lit up by pulses of LED light in a dazzling demonstration of how new technologies can bring value to historic venues.

During Milan Design Week, Gardenia Orchidea participates to “150 Y Italian Beauty”, a creation of the architect Roberto Semprini, for the 150th anniversary of the unification of Italy. The exhibition, laid out in the exhibition area in via Montenapoleone 6/A, offers an accurate selection of made-in-Italy excellence: from art to fashion, from design to everyday objects. It is organized in three ample rooms: each of them corresponds to one of the colours of the national flag.

Gardenia Orchidea, together with some of the most important companies in the interior design industry, was chosen to interpret white, “the origin of all colors” and symbol of a new beginning. In “150 Y Italian Beauty” white identifies the place dedicated to taking care of our bodies and minds, an environment of innovative aesthetic and design solutions, to satisfy all needs of comfort and wellbeing.

The Gardenia Orchidea tiles are used by Mr. Semprini to tile the oval room on the first floor: a mix of decorations, textures and shapes of some of the most exclusive collections from the company. So the surfaces are the protagonists, therefore, and are created through an accurate selection of raw materials and the fine art of the master decorators of Gardenia.

As you enter the exhibition, you plunge into an intimate and seducing atmosphere, which takes its steps from the purity of a perfectly white matter and, thanks to the most advanced application techniques, realizes that unmistakable décor that mixes contemporary art and classic influences, which is the distinctive trait of the interior design philosophy of Gardenia Orchidea.

The Paola Lenti event was held at Chiostri dell’Umanitaria, a historic Milan institution, renowned for its role in promoting arts and culture. The location is a former 15th century Franciscan monastery developed around four renaissance cloisters, with secret gardens and original spaces, full of charm and history.

Paola Lenti present the new indoor and outdoor collections through an emotional and visual experience to take place in an unprecedented location. In these unique surroundings, and in each of the settings, Paola Lenti take you on a journey that weaves the ancient with the modern and allows you to experience with all of the senses this year’s collection, through a combination of colours, sounds, scents and objects.