A novel, large and expressive logo, designed by the art-director and artist Flavio Lucchini, to symbolize the new era of design at Superstudio, having reached the mark of 15 years of success. SUPERDESIGN SHOW, to convey how design has now surpassed itself, and at the same time conventions, prejudices and categories, hierarchies, limits, boundaries and even physical laws, occasionally daring the impossible. The lesson of the great mas-ters of the Post-modern and of Radical design, from Ettore Sottsass to Andrea Branzi and Alessandro Guerriero and Alessandro Mendini, who opened the oodgates of fantasy in the seventies, has become the watchword of contemporary design, which is able to com-bine tradition with eclecticism, the past with the future, experimentation with quality. After opening its doors to the events of the Fuori Salone in 2..

Since that first moment, in 2001, when for the opening of the first Fuorisalone in Zona Tortona Giulio Cappellini brought to Superstudio the pioneers of the century that had just begun, young people with names like Fabio Novembre, Tom Dixon, Jasper Morrison and Marc Newson, along with many others whose talent he had spotted around the world. Among the gures who have left a mark, with their personality and their work, are Ettore Sottsass, Alessandro Mendini, Fernando and Humberto Campana, Jean Nouvel, Paola Navone, Jai-me Hayon, Massimiliano and Doriana Fuksas, Marcel Wan-ders, Karim Rashid, Marc Sadler, Italo Rota, Oki Sato alias Nendo, Arik Levy, Jasper Morrison, Matteo Thun, Alessandro Guerriero, Patricia Urquiola, Paola Lenti, Piero Lissoni, Nika Zupanc, Ineke Hans, Ilaria Marelli and many other prominent names in the history of des..

The multiplicity of artistic languages, disciplines crossing, technology and aesthetics interaction, opening of new markets, new production techniques, new sale channels, new working methods, new creative breeding grounds: all this completely changed, in a few years, the world design landscape, the way of thinking, making, communicating, distributing the objects that, changing our house or working place, change our life. Just think of the revolution brought by e-commerce, by 3D printers, by co-working, by self-production, by eco-friendly thinking, by art-design, by limited editions, by re-using, by countries which use to manufacture for third parties and are now creating ideas, by self-communication through web, facebook, instagram and much more in a click, and there is no doubt that the grounded world of big brand designers and archi-sta..

It is a great honour to bring to Downtown Design, staged for the first time in the heart of Dubai (29 October -1 November), the Temporary Museum for New Design, highlight of the Fuori Salone during the Design Week in Mi-lan, the historic capital of international design. Launched in 2001 by Superstudio Group, at Superstudio Più, its spacious cultural and exhibition cen-tre dedicated to innovative events spanning the fields of art, fashion and design, and revamped in 2009 with the format ‘less fair and more museum’, the Temporary Museum explores the new confines of global design, paying great attention to research and quality, to new talents, to technological progress and crossovers with art. In its galleries international brands, great architects and young designers present their new creations with exciting and interac-tive install..

Coming in the Middle East with your Temporary Museum what expectations would you have of the region?I think the Middle East market, after so many economic, architectural and cultural progresses, is now ready to appreciate the most innovative and smart design, which values quality and research, not only evident luxury. I personally witnessed, in the last seven years, an improvement in taste both in the field of arts and design, adding new values to an increasingly mature region.Why did you decide to participate in the Downtown Design event?First, it has been love. I fell in love with Dubai since the first time I visited it, in 2006. I was struck by its history, its energy, its courage, the mix of nationalities, ethnicities, religions, cultures, the Oriental-Occidental lifestyle, the re-spect for tradition coexisting with the future visi..

What does Contemporary Design represent at this moment in Dubai and what is the outlook?Dubai is changing profoundly, and showing a great interest in design. The last few months have seen the opening of showrooms by Poltrona Frau, Cassina, Cappellini, Armani House and B&B and stores like The Ikon House with brands such as Vitra, Fritz Hansens and Comptoir 102. Dubai is a hub for the whole of the Middle East and Africa, one of the regions that have seen the fastest growth in the number of hotels and air-ports.Why have you invited Superstudio to bring its “Temporary Museum” and what are the prospects for the future?Superstudio is the “cornerstone” during Milan’s Salone del Mobile and we believe that it’s important to offer our visi-tors an international perspective. For us it is a great privilege to present the Temporary Mus..

What is the difference between the Temporary Museum and other design fairs?Temporary Museum aims to be a ‘receptacle of ideas and tendencies’ proposed by designers and manufacturers from various parts of the world. It doesn’t matter whether the designer is a star or a novice taking his or her first steps in the field or the manufacturer is a large multinational or a small workshop. What matters is the quality of the ideas. This is what makes it different from trade fairs that often take in everything without any kind of selection process.What are the lines of your art direction that make a difference?Clarity, coherence, simplicity and internationality are the guidelines I follow in my art direction of the Temporary Museum. Installations with a powerful emotional impact reach the end consumer as well as operators in the sector in a q..