Soon we have the enormous design event in Milan. The fair iSaloni and the events on town are among the most talked about in the world. And with over 400 000 visitors that come to this a huge event, changes are world wide news. For the first time, the fair gathered about 30 international press representatives from all over the world. Elle Deco China, Elle Deco Russia, Vogue Living Australia, Wallpaper, Metropolis, Financial Times, etc, etc. And me. Two days were packed with meetings and talk about the new format…
Going to Milan in February is a bliss. Especially for a Swede like me. Finally some Spring…
The press event was divided in two days. During the first day, eight companies were invited to present what they are actually showing. There was Zanotta showing new tables by Sebastian Herkner, Fritz Hansen showing new things by Jaime Hayon (no pictures allowed…), Missoni Home, Artemide, Nemo, Magis, Living Divani and JCP Group (Cavalli Home, Etro, Gianfranco Ferré etc).
A common trend among these companies was that they used the word “democracy” or “democratic design”. I guess we will see cheaper (or more cost efficient) pieces that include more people. Hence no elitist design.
Artemide will show a new lamp. You make various parts of the lamp shine (or turn on) by touching it.
New light by German talent Bernhard Osann for Nemo.
Living Divani will do new stuff and I would say we will see more 80s inspirerd stuff in April. Objects or things where functionality is secondary and the object itself is important.
Day two of the trip to Milan was all about news at the fair. We had heard rumours about a new section at the fair so we were all eager. 400 Italians and us 30 international press representatives were attending. At first Minister of Culture opened and promissed 10 million euro to a new design museum. More speakers came and confirmed how important Milan as a design city is.
When the actual fair took stage they talked about the overall theme “ingenous” or “ingenuity”.
Speaking of engineering… The design week in Milan will have a big focus on Leonardi da Vinci since it is 500 years since he passed away. The city will make a spectacular water installation at the docks in Milan, and the fair will have a big exhibition about da Vinci.
But what about the new section? Well, nothing was said on the actual press conference but in the press material we can read all about Project S, or S.Project as they call it.
“It is not just an event; it is also an opportunity for reflection on the new perspectives that enable companies to work increasingly ‘synergically’ together. S.Project will act as a new business-to-business platform that underpins the alliance between retail, designers and companies, providing an inclusive experience and the ultimate networking environment. It is the ideal place for showcasing manufacturing quality and excellence and new design concepts and innovative solutions for designing spaces.”
As I read the text I understand that this new section will be focused on brands that both sell to contract (architects) and retail (straight to end-user). I see this as a section where you can find stuff for offices that look likes hotels, and hotels that look like homes… We will see how this turns up. Among the participating companies we find: Abet Laminati, B&B Italia, Boffi Living, Carl Hansen, cc-tapis, De Padova, Emeco, Ercol, Flos, Fredericia, Fritz Hansen, House of Finn Juhl, Jannelli e Volpi, Kvadrat, Louis Poulsen, Missoni, Muuto, Nikari, Rosenthal, String, Wall&Deco and Zanat.
66 companies for hall 22-24 at the fair.
But we did get some time off between meetings. And it is just so nice to stroll around in Milan. A lovelly city.
During the trip, we actually got to experience a new space. Peck. This is a old food store with great stuff, and for this iSaloni event they managed to get a number of tables so we could get a festive evening, Amazing food. Highly recommended
But Milan off season. Kind of empty… Here Villa Necchi.
And always room for aperitivo
And for April – rememeber to bring sunglasses… Back to Milan on April 8th.