The most visionary people feel that Fairs and thematic Salons should evolve towards hybrid, phygital and more immersive forms, able to keep high attention and emotion in response to the pulverization of messages. Once again, Superstudio launches the challenge for Milan Design Week 2021 in September, proposing a new revolutionary format. It does this by bringing an extension of its Superdesign Show event to the new Superstudio location, Superstudio Maxi in Barona district, that will be inaugurated for the occasion.
Yes, but what kind of design? DESIGN BEYOND DESIGN is the project that allows a “design fair” in real motion in the immense hall of via Moncucco among video workstations, art installations, scouting of unpublished products, performers that surprisingly animate and draw the space, workshops, shortfilms, contests...

The most visionary people feel that Fairs and thematic Salons should evolve towards hybrid, phygital and more immersive forms, able to keep high attention and emotion in response to the pulverization of messages. Once again, Superstudio launches the challenge for Milan Design Week 2021 in September, proposing a new revolutionary format. It does this by bringing an extension of its Superdesign Show event to the new Superstudio location, Superstudio Maxi in Barona district, that will be inaugurated for the occasion.
Yes, but what kind of design? DESIGN BEYOND DESIGN is the project that allows a “design fair” in real motion in the immense hall of via Moncucco among video workstations, art installations, scouting of unpublished products, performers that surprisingly animate and draw the space, workshops, shortfilms, contests, video-visits of the most important architecture studios in the world led by an Italian, photo exhibitions, streaming meetings with the outsiders of the project, contemporary food, thoughts of great architects and gestures of love such as the sale of objects with charity purposes and the presentation of the next project of the non-profit association Itaca, dedicated to young people.

Superdesign Show-Extension projects
EXHIBITIONS
Luca Gilli – Phase transitions – Superstudio Maxi, the construction site of ideas.
The re-birth of Superstudio Maxi from an abandoned steel factory to a spectacular new exhibition center through the abstraction of its photographic language. Courtesy Paola Sosio Contemporary Art.
VIDEO 1: Giovanni Gastel – Unexpected works 1982/2020.
Videophotographic exhibition in tribute to the great photographer and poet who has recently passed away. The research work and the special relationship that tied him to the couple Lucchini-Borioli since the beginning of his career. Editing by Giuseppe Biancofiore.
ART
Fashion Becomes Art. Flavio Lucchini 
Artist, art-director, editor, architect, entrepreneur and founder of Superstudio. He made Divine, the great golden sculpture symbolizing beauty and creativity at the entrance of Superstudio Maxi. The elegant Ghost, exaggerated clothes from which the body seems to fly away, and the Dolls, newpop artworks that speak of youth and bring cheerfulness, are also his creations.
ANOTHER DESIGN
NeoDesign. The essential only – by Leonardo Talarico
A completely personal debut. Pure lines, rigorous aesthetics and innovation.
AntiDesign. Ironic subversion  – by Gianni Arnaudo
The original Mee-Thing cartoon-sofas designed by Gianni Arnaudo. By Gugliermetto-Experience.
PopDesign. Seat and smile! – by Diego, Guido Gugliermetto and Franco Mello
Irreverent seats (including a maxi-cork of champagne to celebrate Superstudio Maxi) designed by Diego and Guido Gugliermetto and Franco Mello. By Gugliermetto-Experience.
PandemicDesign. asphalt leftovers – by Luca Gnizio
An essential environment, a table, a chair, a painting, a lamp, where nature rebels and asks to live its normality. Symbolic furniture created with the recycling of industrial waste.
VIDEO 2: Storie di Cose. Project curated by IULM University.
A contest between design students to tell common objects and icons in an original way with a short film.
INSTALLATIONS
Paperthinks – by Daniele Papuli
Paper sculptures or design objects? Sinuous shapes and fragile material become something more in the hands of the artist. Exclusive installation and video. Simultaneously to Scultografie, a site specific exhibition at Assab One (via Privata Assab 1, Milan, from 4th September to 16th October).
LightDesign. Rays of infinite ligths – by Adriana Lohmann and Giò Colonna Romano
An immersive bright waterfall with new infinite Slim lamps by Slide For Life.
ArtLights – by Anita Morvillo
An installation of bright figures made by a very young architect with a steel wire fabric, evoking the lines of illusory skyscrapers.
ARCHITECTURE
VIDEO 3: Un (architetto) italiano a... Architect-Tour led by Laura Ragazzola for Matrix4Design.
4 short films of about an hour to know LOT-EK studios with Ada Tolla and Giuseppe Lignano, BIG – Bjarke Ingels Group with Enea Michelesio, GG-loop with Giacomo Garziano and SNØHETTA with Tommaso Maserati.
Aphorisms – The thoughts of great architects that help build a better world scattered throughout the exhibition hall.
PERFORMANCE
BodyInSpace. Performance  by Susanna Beltrami, DanceHaus Academy and Hip Hop Department.
A site specific and long durational performance, video dance and talks by 40 performers who interact with space, opening up different techniques, languages and knowledge. On the 5/6/9th September.
VISIONROOM
Talks, presentations, videos, short films in the cinema and conference little hall on the first floor.
1) In collaboration with IULM: A.I. (Artificial Intelligence) workshop 2) Presentation contest Storie di Cose, short films telling the story of objects made by design students. 3) Final award ceremony, with the award of the prizes made available to IULM. First prize 3,000€, second and third prize 1,000 €.
4) Outsider, meetings with out-of-choir creatives.
5) La Moda in Altro Modo, movie of about an hour. Videostory on fashion and fashion publishing through the work of Flavio Lucchini, from the 60s to today. Directed by Giovanni Gastel.
6) Un (architetto) italiano a..., by Matrix4Design, meetings by Laura Ragazzola.
7) Zone 6 changes with us, video photos from the early 900 to 2020 about the changes that occured in Tortona district with the contribution of Superstudio.
8) All Crazy About Rice. Press conference of the non-profit association Itaca to launch the next fundraising event for teenagers and young people with mental health problems (September 8th). 
9) Presentation of the book, DESIGN SUPER SHOW 2000/2020, by Gisella Borioli.
10) Divine. A large golden sculpture in the courtyard becomes a symbol of Superstudio Maxi and the rebirth of Barona district. Video of the installation in work-in-progress.

FOR YOU
Lounge Areas. 5 lounges designed by Paola Navone, Marcel Wanders, Lorenza Bozzoli, Karim Rashid, Marc Sadler, available for moments of meeting, reading, relax. Butler-side tables by Favaretto & Partners. All by Slide Design. Dividers with art prints by NC Design group.
Supershopping in Love. Special charity sale of design objects that speaks of love and friendship. With the participation of Slide Design, Gugliermetto-Experience, NC Design Group with drawings by Giulio Cappellini and Sandro Fabbri. In favor of the non-profit Association Itaca.
Bookshop. The book DESIGN SUPER SHOW 2000/2020, The Vogue Lesson: from Fashion to Art, the limited edition artist’s book Cahier by Flavio Lucchini, the catalogue 1000 VASI and other publications edited by Superstudio on sale.
FoodDesign. Japanese-Brazilian contemporary food and bar service from Temakinho truck.
Design-Assistant. IULM students will inform visitors about the installation in the hall and will accompany them on Superstudio Maxi’s visit.
Design is... on the facade at the entrance of the hall, the “manifesto” of design beyond the object, printed by WallPepper Group.

Superstudio Maxi’s collaboration with the nearby IULM University, with its international students, production of ideas, vivacity and availability, ensures an exchange of experiences and training and entertainment opportunities that will further enrich the cultural offer of Barona district. A collaboration that has begun since the inauguration of the center, on September 5th, 2021, with the presence of different initiatives curated by IULM, such as a workshop on Artificial Intelligence applied to Fashion and Design, a contest to tell icons and essential objects of our time with creative videos, the presence of students as Design Assistant and more.

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SUPERDESIGN SHOW-Extension presents the multimedial program DESIGN BEYOND DESIGN. Project curated by Gisella Borioli, exhibit consultant Paolomaria Giannotti.
Special thanks to IULM University, Giovanni Gastel Foundation, DanceHaus Academy by Susanna Beltrami, FlavioLucchiniArt Association, Paola Sosio Contemporary Art Gallery, Matrix4Design for their collaboration.
Special thank to Ford for the support.
SUPERSTUDIO MAXI, via Moncucco 35, Milan 20143
5th-9th September, 2021, opening hours 12/8pm.
In the same days SUPERDESIGN SHOW-Special Edition event, September 2021, also takes place. Project by Gisella Borioli with the art-direction of Giulio Cappellini and the contribution of many curators, such as Silvana Annicchiarico, Donatella Bollani, Giulio Cappellini, Ettore Mocchetti, Giuseppe Moscatello, Francesco Pirrello e Pierpaolo Pitacco, Fulvia Ramogida, Chiara Rodriquez e Federica Pastonesi. 
SUPERSTUDIO PIU’, via Tortona 27, Milan 20144.
4th/10th September, opening hours 11am/9pm (September 4th from 3 to 9pm; September 10th from 11am to 5pm).
Admission by reservation only for both locations www.superdesignshow.com