Review of Salone del Mobile.Milano 2013, Milan Design Week, Italy

Salone del Mobile Milano, the most expected international event for the furnishing and design sectors, last from 9 to 14 of April, 2013, at Rho Milan Fairgrounds pavilions. The 52nd edition of the Salone Internazionale del Mobile, with the International Furnishing Accessories Exhibition, the biennial Euroluce and SaloneUfficio and SaloneSatellite, unveil panoply of previously unseen home furnishing, lighting and office solutions.

With the banner “Milan: interiors of tomorrow”, Salone Internazionale del Mobile 2013 and the events connected to it. The appointment was accompanied by other events linked to the worlds of design, art and culture.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 350.000 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 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.

The trends of Milan Design Week 2013, The bright, vivid colors of the 1970s and ’90s are back. Many brands have gone for vivid colors. Designer looking inspiration from nature silhouettes, and flowers are blooming all over the design world, plants and green are protagonist of the many sets. Luscious curves and the shape of Lanterns seem to be the shape of choice. Sharp corners showing up on furniture and lighting.

As the world’s largest and most important furniture fair, Salone del Mobile is the key event of Milan design week 2013. 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.

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 one hand, on the centrality of Milan, which continues to gather international acclaim and recognition, and on the other, on 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.

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, strategically located in 4 pavilions (9-11 and 13-15) between the Porta Sud and Porta Ovest (South and West Gates), comprise 38,000 sqm of exhibition space. SaloneUfficio, which is sited directly opposite, in 2 adjoining pavilions (22-24), take up 12,500 sqm of exhibition space, devoted to office furniture and accessories.

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.

The event “Project: office for living” by Jean Nouvel, Pritzker Prize 2008 winner. The exhibit was set out inside the SaloneUfficio pavilions, over a 1,200 sqm space, where the French architect illustrate several different scenarios that give full rein to the main strands of his vision of the workspace. The emergence of mobility, conviviality, pleasure and fun, a rejection of the enclosed spaces and the serial repetitiveness that so often characterises offices and their totalitarian nature.

Design Districts of Milan Design Week 2013
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. 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.

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.

In the 4th edition of Brera Design District, more than 90 events including exhibitions, parties and site-specific installations. In order not to get lost, there are signage banners, a map, flags in rows, the website with a detailed guide, an augmented reality app and two Info Points in Pelota and Piazza XXV Aprile, equipped with Asus technologies. In addition to two suggested routes. The first is a Food tour of the restaurants in the area. The other is a journey through the Brera Artisan Shops, made with the support of the Artisans Union.

And a reflection on Artisan Making and Industrial Thinking is the fil rouge of this 2013 edition, values ​​shared by all the participants. Because Brera Design District is a mix of refined boutiques and art galleries, of manufacturing companies and large design showrooms, but above all of people who, in the “quality of doing”, have been able to find a recipe to face the needs of the new market.

To get around and see the new Honda cars such as CR-V and Civic. And if you have some energy left to celebrate, meet at Martini’s in Corso Garibaldi 65. And, above all, at the Brera Design Night, Friday 12 with many parties and showrooms open until midnight.

Don’t miss Marco Zanuso. Design, Technology and Industry, exhibition dedicated to an Italian master of the project, at the Order of Architects of Milan. But also the master craftsmen of Being Valcucine who with practical workshops illustrate the synergy between manual skill and industrial process. Go and discover InclinART by Presotto Italia, at Spazio Fiorchiari, a furniture system designed by Pierangelo Sciuto and inspired by art. And the limited edition LoopArt – Second Glace collection by artist Ebon Heart for Villeroy & Boch which mixes painting and industrial design. Or look for the handcrafted collectible pieces by Memphis / Post Design, staged at the Undestate gallery and by Post Design, such as the wood and concrete furnishings from the Through series by Giacomo Moor. And the new handcrafted coatings of Oikos doors in oak and concrete, glass and mosaic that look at the work of Carlo Scarpa.

Tortona Design District
Tortona Around Design is the new fuorisalone in the Tortona-Savona area, a project that aims to qualify the territory and the dense network of fuorisalone events and initiatives taking place in Milan, in the area around via Savona and via Tortona, highlighting its strengths and the most interesting exhibits. Tortona Around Design is aimed at an international audience of professionals and design enthusiasts, attentive to quality and the constant search for new stimuli.

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.

Now in its third edition, Tortona Design Week 2013 is increasingly an urban laboratory dedicated to the representation, development and remodeling of what we could simply define: contemporaneity. The theme of this edition is the relationship between present and future. The very idea of ​​contemporaneity: a present in the making that continually remodels itself.

A non-neutral container, rather an agent of change and economic growth: an incubator for young talents, a development engine for brands and professionals, a showcase and stage for big names. The variety and breadth of the technical offer is the reason for the success of this area, the ability to renew itself every time is its stylistic signature.

Design – today more than ever – is a global language. It is the alphabet and metrics of our age. Design contaminates the most heterogeneous sectors: fashion, automotive, food, entertainment, services… All involved in a continuous transition that finds reasons for expression and redefinition precisely through design.

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.

After Ventura Lambrate’s successful first and second edition, the Ventura Projects have expanded into established exhibitory circuits: the annual editions of Ventura Lambrate, the biennial Ventura Interieur and the special edition of Ventura Berlin. Every edition is committed to present the most interesting expressions of contemporary design.

For the fourth edition, Organization in Design is proud to present Ventura Lambrate: a complete exhibition area curated with an international blend of new talents, famous names and excellent returns from exhibitors from the last few years. The whole week, from 09 to 14 April 2013, in the industrial area of north-east Milan turns into Ventura Lambrate which host 66 presentations by 135 international exhibitors, as well as creative restaurants and bars.

The Ventura Lambrate 2013 exhibitions cover approximately 10,000 m2 of space and occupy already familiar and well-known places and completely new places. For example: an old print factory where Ventura At Work is exhibited, a new path for academies, and the VL press desk which host a preview of the curators of the Choice exhibition.

Porta Romana Design District
In 2013 the Porta Romana area was animated by the actors who, in the past years, have made it an alternative area to the usual Fuorisalone routes, thanks to important evening events and fascinating locations.

Maintaining an exciting mix of contemporary culture, which starts from music and reaches design, elita presents to the international public of Design Week 2013, the eighth edition of the Design Week Festival and the institution of the first Milano Design Award, an institutional evolution of two previous editions of the elita Design Award: at the parenti theater in via Pierlombardo.

Right inside the Parenti Theater, on 11 April, the European Institute of Design in collaboration with elita festival and Red Bull Music Academy, IED host a lecture by John Talabot, a talented Spanish producer of electronic music, open to the public.

The second edition of gooddesign was held in cascina cuccagna (via muratori 1), an international selection of beautiful and responsible design: companies, designers, self-producers and artists enhance their know-how and innovation. Hospitality, nature, good food.

Porta Venezia Design District
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.

‘Porta Venezia in Design | Liberty ‘is the off-show circuit that combines design and art innovations from showrooms, shops and companies with the architectural and decorative heritage of the Liberty style of which this area of ​​the city is particularly rich. To which is added the food & wine route thanks to the collaboration of Slow Food Milan and Feeding Milan.

Partners of the 2013 edition are: FAI-Fondo Ambiente Italiano which organizes the tour of the Liberty heritage in the Porta Venezia area, on 12 and 13 April. He organize some bike tours (12, 13 and 14 April) in selected points of the tokyobike circuit (which opens the first Italian single-brand store, Viale Regina Giovanna 24) as well as participating with his bikes in the Liberty tour organized by FAI on Saturday 13 April. The tokyobikes was customized with ‘Fix Your Bike’, a tagmi design for ‘Porta Venezia in Design 2013’. Moleskine is partnering with a customized edition of Milan’s City Notebooks, whose maps collect the stories yet to be written, to discover the city, through liberty architecture, linked to contemporary art and design.

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

The Milan Triennale
The Milan Triennale is an international cultural institution that produces exhibitions, conferences and events on art, design, architecture, fashion, cinema, communication and society. It organizes exhibitions dedicated to contemporary art, to nationally and internationally renowned architects and designers, to great stylists who have changed tastes and customs, to social issues.

It is also a museum that researches, studies, represents Italian design from always different points of view; Triennale Design Museum is the first museum of Italian design, located in the historic headquarters of the Milan Triennale offering the visitor the opportunity to discover the excellence of Italian design through new points of view.

It is a laboratory of ideas that is aimed not only at enthusiasts, students, professionals, but also at the public of the future, children and teenagers, with experimental and interactive activities dedicated to the culture of design. It is also the Teatro dell’Arte, one of the most significant on the Milanese scene, a new point of reference for cultural projects and performing arts.

The Milan Triennale is the Italian institution for architecture, decorative and visual arts, design, fashion and audiovisual production; is a center of cultural production that organizes conferences, film reviews, itinerant exhibitions and exhibitions. Born as an overview of modern decorative and industrial arts, with the aim of stimulating the relationship between industry, production sectors, applied arts, the Milan Triennale soon revealed itself to be the mirror of artistic and architectural culture in Italy and one of the major venues of comparison of emerging trends.

The Milan Triennale, established in Monza in 1923 as the 1st Biennale of decorative arts, has been based in Milan in the Palazzo dell’Arte since 1933, designed by Giovanni Muzio and built between the autumn of 1931 and the spring of 1933. Conceived by the designer as an extremely flexible container, it represents an innovative multifunctional organism for the time it was designed.

It is also the Palazzo dell’Arte in the center of Milan inside the Sempione Park, one of the city’s historic parks, which since its origins was born as a building designed to be flexible and adaptable to every performance and exhibition need.

Temporary Museum For New Design
The idea of ​​a “museum” format, in a contemporary and emotional sense, which would enhance content and culture, avant-garde and roots, thanks also to the commitment of major international brands, was a great success, imitated by many and also requested by the abroad. Today, faced with the fragmentation of production and self-production, the imposition of bio-architecture, the multiplication of producing countries, the increasingly young age of designers, of increasingly varied origins, the new unstoppable market created by e-commerce, strong is the demand for renewal, which moves without a priori snobberies on the path of the search for good design all over the world and in every area.

The new edition of the Temporary Museum for New Design organized for the Fuori Salone by Superstudio Group, based on a project by Gisella Borioli and with the art direction of Giulio Cappellini, unfolds as always in the two iconic locations in the Tortona area: the great Superstudio Più, exhibition and creativity center, in via Tortona 27 (10,000 m2) and the historic Superstudio 13, the famous pioneering photographic studios of the area opened in 1983, in via Forcella 13 / Bugatti 9 (2,000 m2).

The attention to change has renewed the formula and brought new projects: it is Global Design, noting that in the new millennium the influence of design, understood as a tension towards increasingly emotional, playful, functional, technological, individual, seductive “things” is overflowing from the simple “invention” of new furnishings to solutions for every sector of life, from the devices we use every moment, to cars, to fashion, to the use of “green”, to more traditional or innovative materials, to art, to objects and moments of everyday life, to the extreme expressions of food-design or nail-design that express this trend once more.

The path of the Temporary Museum for New Design 2013 therefore unfolds through installations and exhibitions that tell the evolution of design in all its forms: the great international brands and famous designers with the “exhibitions” that tell us about the future, but also the spaces dedicated to research, to young designers in which hands are the new fruits of our roots. ROOTS – such as heritage, development, tradition, culture, momentum towards new ideas – is in fact the key word given as a common theme and a source of inspiration to all the participants in conceiving their exhibition and their set-up.

Tom Dixon transforms the Museum of Science and Technology into the new epicenter of the Milanese Design Week. The theme of this edition is “disrupting design” that is the fragmentation of the object. The brands present at MOST explore new materials, technologies, production and distribution systems. The first edition was a real success which saw the participation of 30,000 visitors, 35 exhibitions and installations, and 108 contributions from companies and designers.

Hybrid interior
With the exhibition Hybrid Architecture & Design Interni activates a stimulating dialogue between designers and companies, which takes the form of site-specific works intended as new forms of intercultural communication: the perspective in which they are framed overcomes ethnocentrism and at the same time enhances contributions and expressions from cultures of different countries.

The Event Exhibition is dedicated to the theme of métissage in architectural and design projects: the concept of hybridization is interpreted here as a meeting of cultures and technologies capable of generating answers to the unknowns and problems of the contemporary world.

Internationally renowned architects and designers, whose work stands out for the contribution of research and innovation, thus express their vision in an evocative and spectacular way through experimental micro-architectural pavilions or macro-objects, making use of the support of companies at the forefront of the field of materials, technology and environmental sustainability The installations was located in the spaces of the State University of Milan.

The encounter between different cultures sometimes triggers processes of mutual influence and changes that create original cultural forms. The métissage, the cultural exchange, authorizes the production of difference from the point of view of the encounter and the relationship between single individuals, who live in the ambivalence of belonging to multiple identities. The métissage, therefore, in the field of design, stands as a credible alternative to the concept of melting pot (the uncritical sum of cultures and traditions) and to the linguistic, design and cultural flattening of globalization.

Steam Factory
Inside the Cathedral of FdV Milano Makers presents the Bla Bla exhibition curated by Alessandro Mendini, with installation by Duilio Forte, coordinated by Cesare Castelli, in co-production with the Department of Culture, Fashion and Design of the Municipality of Milan and with the patronage of the Foundation Cologni of Art Professions. Composed of 2 sections, the exhibition aims to promote and enhance non-serial and autonomous productions in the field of design. Bla Bla Virtual Discussion is a video installation and reproduce on a large screen, projected in loop, the collection of many theoretical self-statements by international designers. In the Bla Bla Examples section, a series of small exhibitions was presented on the topics considered interesting for the definition of the problems in progress.

The Magazzini
Heineken, the most international premium beer in the world, presents “The Magazzini”, the new dynamic and interactive space that was inaugurated in Via Valenza (Porta Genova) on the occasion of the Design Week. Thanks to exclusive partnerships with the leading exponents of the international design scene, “The Magazzini” “offer young emerging designers the opportunity to enhance their talent within a dynamic and innovative place that, from 9 to 13 April, was open to the public.

During the aperitif time, visitors was able to see the works created by the designers involved and attend specific workshops while, starting at 9pm, the space was transformed to give life to innovative and surprising designs – led parties with DJs sets curated by Massive Music. The experimental hub bring together the Designersblock collective, the PechaKucha creative network, the online magazine Cool Hunting, the digital designer Joshua Davis, for the first time in Milan, and the multidisciplinary artist Matt W Moore.

In addition, thanks to the partnership with the international Tuttobene network, a dedicated area was set up where visitors was able to try their hand, as part of specific workshops, in creating design pieces, as well as seeing and purchasing those on display. It’s not all. Matt W Moore was the author of a spectacular outdoor installation and, as part of the Design Week, unveil the new project created for the Heineken STR bottle as a world preview.

Sarpi Bridge – Oriental Design Week
Sarpi Bridge is a project that aims to create a bridge between East and West, between city and city, between fuorisalone and fuorisalone by proposing design, research and creativity. The neighborhood that gave life to the “bridge” is Sarpi, a historic district of Milan of great charm but Oriental Design Week is dynamic, always on the move in search of new places to create other bridges with the East. It does not last only the 6 days of Milan Design Week but all year round in order to create cultural and economic opportunities.

Sarpi Bridge – Oriental Design Week offer design, research, experimentation, innovation and creativity of young and talented students / designers from China, India, Korea and Cambodia. “Make a bridge moving in the cities” is the key to interpreting this edition, which aims to consolidate the bridge, in continuity with the previous edition, between East and West and create new ones between some Western cities.

The Sarpi district is a historic district of Milan and an area of ​​great charm, with a strategic geographical position, not far from Porta Garibaldi Station, the center and the famous area of ​​Corso Como; the main street is pedestrianized and leads into fascinating ancient buildings that open onto particular and well-kept courtyards, sometimes small gardens. Sarpi, retracing its history of Chinese immigration, precisely because of its identity, diversity and internationality, also has the winning elements for Italian design, which tends to be the pivot of global design.

On the occasion of Milan Design Week 2013, a new design center was inaugurated in the heart of Milan. The FUORISALONE SARPI association, born from the artistic and cultural collective TOMATO CATCH UP with the studio 2HB ARCHITETTI, STUDIO AKKA and SHIINA + NARDI DESIGN, proposes itself as the Organizing Body promoting the event Fuorisalone Sarpi Bridge – Oriental Design Week, edition (0) in Milan Design Week of a new format outside the salon, unique in Italy, which intends to propose exclusively oriental design projects / products, creating synergies with the East in creative, design and production areas.

Dedicated events, special projects (including Portraits, Insectida, J + I – 6 Japanese Designers + great Italian Artisans, Cantiere Fuorisalone, Oriental Kitchen Sounds, Design for Social, offiCINA Fusion Design Lab, A mezzo del Ponte – Iran between East and West…) and workshops make possible a contact between the two realities, eastern and western, in a calendar that runs throughout the period of the Design Week.

Mecenate Area Design
ddn Design View is a ddn project that envisages the development of an ideal city during the Milanese Design Week, within the Mad. A path in Design and Creativity that redefines a place of about 6000 square meters, giving a new perspective of the area and therefore the future of the city of Milan.

Paths for VIPs – Very Important Pedestrian – through a Tour in Design, from which the concept of an environmental area is deduced, an area free of traffic within which the primary objective is to achieve a satisfactory environmental quality. A unique journey of its kind, among internationally renowned brands, star architects, artists, starred chefs, stylists and celebrities from all over the world and a rich calendar of design parties with DJs, concerts and events.