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..

In just a few years Slide has become a leading manu-facturer of plastic furniture produced using the technology of rotational moulding. How did this sensational growth come about?We were the first in the world to have the idea of de-veloping a complete range of luminous furniture that com-prises tables, seats, bar counters, vases and decorative objects that have made it possible to change the setting of events, public establishments and gardens. Before we started on our production, luminosity was limited to flood-lights, spots and other light sources that were not part of the furnishings and served only to illuminate. With the new luminous furniture the atmosphere has become ‘magical’.Alongside industrial production, you personally oversee a section of contemporary art with sculptures entrusted to famous architects or artists that oft..

As the world changes at supersonic speed and the poles of power and progress move the center of gravity, design becomes a focal point of world deve-lopment. It’s Global Design, in the double sense that the re-design becomes the commercial and cultural motor that affects the entire planet. But it’s also Global in the sense that involves all sectors. There is a new aesthetic that looks more to shape than to function, overflows from furniture and home to become the added value in every area of daily life: from automotive technology to life-style in general, giving a new appeal to suitcases and printers, bottles of water and wine and the sex-toys, body-care and bulbs, toothbrushes or avant-garde art. A trend well-represented at the Temporary Museum for New Design 2013. The theme suggested by Superstudio to his exhibitors: ROOTS, such a..

A storm of sounds, videos, lights, projections, holograms, 3Ds, augmented reality and special effects seems to be the ultimate great attraction chosen to display the new design during this Design Week. With the aid of visual-artists of great caliber and of state-of-the-art technologies, the object is almost dematerialized and ensues from the sound and visual emotions it complements, and not the other way around. Product histories are told through images, movies, words, evocation and interactivity. This year’s new trend invites to new sensations and questions, stimulating other curiosities beside the mere act of sitting down, opening a wardrobe or turning on a light. This trend embodies the main theme of the 2012 Temporary Museum for New Design, a project that succeeded in turning a fair event into an emotional exhibition, where all t..

Three years ago it seemed a crazy notion the idea of Gisella Borioli, CEO ofSuperstudio Group, to rename “Temporary Museum” the event, mainly devoted to busi-ness opportunities, which since 2001 has been hosting at Superstudio Più thosedesign companies that chose to exhibit in the Tortona area, turned into the exhibitionarea complementary to the “Salone del Mobile” held in Rho, Milan. It seemed crazy toplace a contemporary museum as a reference point to build an exhibition with severalbrands, each with a quiteprecise and different identityand ask them to make asacrifice by confining them-selves into long and myste-rious “galleries” instead ofopening into wide stands,by giving up the giant exter-nal logos and replacingthem with sober and uni-form signs, by committingthemselves to an artisticexhibition more likely tocause am..

Brief interview with the archi-tect Giulio Cappellini, whoknows very well the designevolution in Milan and in theTortona area, by being, sincethe beginning of the pheno-menon, one of its most bril-liant and daring protagonists. Milan is the capital of inter-national design?Milan has been representingin the world a reference point for the international designfor many years, the place where during the Design Week designers, architects, press, clients and opinion leadersmeet. You can check out the new trends and lay out anoverview of design and of the next future way of living.Via Tortona stands as the focal point of the Milanesedesign week? The fair area plays a major role but the events within thecity are the beating heart of all that’s happening. TheTortona area has been for over ten years one of the busiestand most lively areas, where ..