Events (forbidden until March 5th, then we'll see) suffer but shootings and fashion videos are intensifying to follow also to filmed or streaming fashion shows which are replacing the catwalks with the spectators and have changed Fashion Week's soul.
Superstudio 13 photographic studios, with a new feminine management, reached in January an exceptional request from both customers of all time and many new operators. To the point  that many sets have been shifted into the big spaces of other Superstudio locations, Superstudio Più, a few steps away and the brand new Superstudio Maxi, just a little bit further.
Top brand's ad campaign, editorials, music and advertising videos, crowded crews, celebrities who want large spaces and privacy, now find in the whole Superstudio's facilities an even greater choice among wide venues, cyclo studios, day light studios, astounding dimensions halls, outdoor spaces with parking and restaurant, always with our photo team super-specialized help...

"Twenty years of experimentation, adventures, research. 
Twenty years of brave and often against the tide choices. 
Twenty years of presentations that have left their mark 
in the city and around the world. 
And above all... twenty years of passion for good design. 
These are twenty years spent with Gisella and her team. 
... and now Superstudio is ready for new challenges in the future. 
There is still a lot to do and to create!"

Giulio Cappellini, 
architect and Superdesign Show art-director

The Architect Stefano Boeri, President of the Triennale, a public figure with a strong influence on contemporary Milan, is an excellent witness of explosive power that Expo 2015 and Design in its recent transformation have had. So he remembers it in Design Super Show book.

20 years of Superstudio are 20 years of life in Milan. Two decades during which our small and busy metropolis has been able to regenerate and return to being a protagonist on the scene of World cities of the planet.
In this regeneration, which had Expo 2015 as a catalyst, Milan has been able to play together two trump cards deeply linked to its history: a constant boost towards innovation and a deep culture of social generosity. In the world of creativity, this inseparable combination (when one of the two components is missing, Milan immediately returns to being a small city) has created a uniqueness which still amazes and attracts the world...

“Courage, vision, luck, commitment, love, friendship, sharing, experience, spontaneity, interest for fashion, art, design and all kinds of innovation are keywords that have brought us this far. Milan thanked us by transforming itself also thanks to this impulse.
20+20+20 and beyond: this is my wish forty years from the arrival in zone 6 and from the first Superstudio in via Forcella, twenty years from the second Superstudio in via Tortona. With the wish of other twenty years of success at the third Superstudio just opened in via Moncucco to bring culture to suburbs. Three strong points of the city created with the same passion with the same passion.”

Gisella Borioli,
founder and CEO of Superstudio Group 

Giuliano Pisapia, Mayor of Milan from 2011 to 2016, points out the importance of Milan design and fashion recalling the prestigious Ambrogino d'Oro award, which the city gives its most deserving citizens, awarded in 2014, among others, to Gisella Borioli for her contribution to the cultural growth of the city with Superstudio and more.

That December 7th of my years as Mayor: I remember it well. Not only because December 7th is the day of Milan feast, the remembrance of St. Ambrose Bishop and Patron of the city, the opening night of La Scala; but also because for the Mayor the day begins with Ambrogino d'Oro award, the highest civic merit to those who have made "a special contribution to the prestige of the city"...

Beppe Sala, mayor of the city, has long been committed to making the “small” Milan a creative, economic and spiritual nation’s capital and beyond, capable of competing with metropolises of the world. His look at Design events in Milan opens Design Super Show book.

In these months of pain and uncertainty, Milan’s life seems to fade almost becoming a memory. This book and its author’s energy put us back on the road of values for which Milan has been, is and always will be, one of the capitals of creativity. There are other cities, of course, especially in Italy, boasting absolute beauty and unattainable artistic heritage. But Milan has on its side a combination of work and creativity which make it a unique and irreplaceable reality. This combination has a name: design...

"Twenty years ago in Milan, Tortona area was a suburb with warehouses that employed many workers, such as Riva- Calzoni, General Electric, Osram, Nestlè, etc., gradually emptied. It seemed that the disappearance of these industries which produced important artifacts left a desert. No one, not even I who had chosen it first, could imagine that after our photographic studios and with Superstudio Più’s introduction other model agencies, fashion companies, event management, museums and therefore hotels, restaurants, temporary shops and many other activities could make this area the smartest and most innovative in Milan. Superstudio was the first light bulb, the first light that subsequently multiplied to illuminate this area and attract fashion world, design, and all those activities that today contribute to make Milan the driving force city of Italy. The next step is another exhibition venue in an even more suburban neighborhood, sure that we will bring culture and new interest there too...

We are already in February and the year of the magnificent twenty years of Superstudio Più is already over, sadly closed to events. Including our birthday party. From 2000 to 2020 time was spent in a breath, with the end of a year to forget. We hope to celebrate the return to normality in 2021, with a finished pandemic, with new initiatives and new hopes.

We could not imagine, Flavio and I, that day back in 1999 when, looking for 1000/1500 square meters to set up a new larger art atelier for him and for me a studio suitable for television footage that would complete first Superstudio in via Forcella 13 photographic studios proposal, we came across a large Gabetti sign, in via Tortona 27: factory building of 17.000 sqm for sale.

The Superstudio book, conceived and created by Gisella Borioli officially comes out on February 1st to remember not only twenty years since the opening of Superstudio Più, great multicultural and exhibition center in Via Tortona, Milan, but above all the contribution it has made to the development of  Fuorisalone in the districts and the change in design representation, switching from the product to the culture and research behind the product itself.
"DESIGN SUPER SHOW-2000/2020 evolution and mise-en-scène of design at Superstudio in Milan" is at the same time a first-person diary and a review by several (authoritative) voices of this transformation that has led us into the future...

We republish interview with Emilio Genovesi, a very important figure in the world of Design with important political, institutional and entrepreneurial positions, who passed away in recent days. His Materials Village at Superstudio Più has brought novelties, innovation, research, vision into materials world during Design Week for five years and other projects were underway.
We'll all miss him, but we believe his legacy will continue.

Material ConneXion, with its library of materials, with its presentations first at the Triennale and then at Superstudio, also represented in Italy an important step in the knowledge and enhancement of materials for architecture and design...