At SUPERSTUDIO, all the greatest protagonists of contemporary International design have come, thanks to an innovative way of showing projects with emotional installations, temporary architectures, contaminations between art and design and widening boarders to everything that is lifestyle. Gisella Borioli, founder and creative director, and Giulio Cappellini, art director, will explain you how the idea of an event complementary to the Salone del Mobile to the new Superstudio Più in 2000 was born, how it was developed and how it became the driving force of an new way of presenting design. The whole city followed the example, with the birth of many temporary Districts of design collected under the sign of Milan Design Week, the world’s most important one.

Watch the video on the Youtube channel Superstudio Tweb. (Soon also English version).

Superstudio is glad to support the "Designers for Bergamo" project and invites you to the live streaming today from 6pm on DimoreDesign's Facebook and Instagram channels to discover this exciting project that sees the participation of great design names including Alessandro Mendini, Paola Navone, Fabio Novembre, Aldo Cibic, Franco Raggi, Italo Rota, Alessandro Guerriero, FormaFantasma, Luigi Baroli and Giulio Iacchetti.

Speakers: Paola Antonelli (senior curator MoMa of New York), Giacinto Di Pietrantonio (curator of the DimoreDesign project and professor of the Brera Academy), Giovanna Ricuperati (Marketing Association +39; MULTI), Gisella Borioli (SUPERSTUDIO), Massimo Farinatti (ADI Lombardy), Carlo Branzaglia (IED Milan).

His refined, essential, style with a strong recognisable visual identity, is perhaps the key to a success that involves various design fields at International level also thanks to two studios in Milan and New York. He has been among the first architects to be part of the “band” of young designers that Giulio Cappellini gathered around himself for the first exhibitions at Superstudio since the beginning of the millennium. Unforgettable experiences for us, and for him.  

 2000/2020 what has changed and what will change?
Everything has changed and nothing has changed. Perhaps we got better, faster and we have gained awareness at doing things.

Has there been a popularization of design?
I think so but not so much as standardization, according to classic parameters. I think that design has become bigger as intellectual model. Twenty years ago it was already “conformed” enough to talk about design, now even more. More people are getting closer to this universe, and it wasn’t simply due to the arrival of large chains which sold or are selling the so-called democratic design but simply design has become more interesting, wider...

A young talented designer, with a long militancy at Giulio Cappellini’s side, guarantee of an open and conscious vision on design, gives us a reflection on how to deal with planning after the coronavirus lesson. The months of forced lockdown made us understand the real values and perhaps regret all excess that invaded our homes and our lives.

"The forthcoming trends in the world of design will not be stylistic but will talk about planning awareness.
The new limits will not be overcome by new forms, but will need new solutions.
Whereas before the designer’s job used to be looking at the world with different eyes, today is looking at it with new eyes and to do so, I believe it is necessary to stop and examine what happens around us, to be able to redesign new house and setup scenarios.   
It is extremely restrictive thinking that a good planning of 2020 will be just to create beautiful and functional objects: we have all noticed since a long time – even if some do not want to hear this – that it totally doesn’t make sense to redesign dozens of products to saturate the market, present them in fairs all over the world, to then perhaps, put them on a catalogue a year late, then selling insignificant quantities...

16 years ago, Cristian Confalonieri, a design student back then, had a brilliant insight: while trying to plan what to see in the city during the design week, he realised that on the web there was more or less nothing. This is how the website Fuorisalone.it was born and had become the portal that gathers all the exhibitions and projects of Milan Design Week. He co-founded the company Studiolabo that deals with communication design and territorial marketing. Accepting an invite from Council Member Cristina Tajani, he coordinates the Interzone Focus Group where all the most important players of design take part, including Superstudio.

For the first time in 1991, design showrooms gather together under an official guide called Fuorisalone, by initiative of Gilda Bojardi. In 2000, districts of design were born, by impulse of Superstudio that opens its space to design, with the accomplished creation of Tortona District. Later on, the development of other districts such as Brera and Ventura Lambrate... What is the success of the Fuorisalone, an event that the world envies us and uselessly tries to imitate?
I think the success of Fuorisalone is strictly connected to the inability to define it. And therefore to reduplicate it. Is it an event or a fair? Is it BtoB or BtoC? And so on. It is a strictly Italian model, Milanese actually. The city dimension, a little metropolis as it is usually called, is a fundamental element for the event success. We can shortly go through it and all neighbourhoods (who became then areas, and then districts) feel involved...

14/17 July 2020 is a turning point event: the first digital fashion week that could lead  the way for the fashion shows of the future is born, with interactions among physical and virtual and audience all over the world. Top brands, Camera Moda and Superstudio are ready. 

Phase 3 of the post-coronavirus opens, bringing along lots of good intentions. Among these, some outstanding initiatives suggesting a less selfish world, a better awareness of diversity and needs. There are already many entrepreneurs of the Made in Italy, fashion and design, that since the first signs of the pandemic have made a race of generosity to help the health crisis with generous offers in money or with supplies of medical devices or even with funds to support families of virus victims (see HERE on our @AT)...

During the week dedicated to virtual-design (and more), from 15th to 30th June, @AT SUPERSTUDIO MAGAZINE dedicates the new SUPERDESIGNVIEW schedule to describe the world of design and innovation. Interviews with great protagonists, meetings with visionary talents, videos, trends, photo galleries,reviews and much more will keep focus on the world of production, design, project and creativity. 
A preview on installations foreseen for Superdesign Show 2021 (from April 2020 moved to next year due to “force majeure”).  Updated on a daily basis, SUPERDESIGNVIEW adds a new viewpoint of to the effervescence of the sector, again completely active as its the time for #ORARICOMINCIAMO (#LETSTARTAGAIN). 
Don’t miss the digital @AT SUPERSTUDIO MAGAZINE. In addition to collaborations with specialists it is open to participation of its readers. Yours as well. If you have something to say, write to us. We are waiting for you.

On his first presentation in the basement of Superstudio in 2009 Luca Nichetto, chosen among many young designers, won Elle Décor’s International award. On his second one, he presented a Prosciutteria (ham bar) in every detail located in a temporary architecture on the roof. Afterwards, an escalation took him from Venice, here he opened the first studio, up to Sweden, where he moved for love and where he settled. Today, he is a successful multi-tasking designer who has collaborations around the whole world, collects international awards, and is a guest of retrospectives in cities such as Venice, Paris, London, and Stockholm.  

In twenty years, from 2000 to 2020 what has changed and what will change?
The beginning of 2000 is also the year I began being a designer. I remember when I used to come to Milan, the fair was still downtown and events of Fuorisalone could be counted on a hand. The Fuorisalone was more romantic back then, there was Spazio Krizia with Ingo Maurer and Ron Arad as well as Driade in Via Manzoni and so on. I don’t know if it was international as, apparently, the whole world was there, but it was a more human dimension where you had the time to talk to people. From 2010 onwards it got out of control, it became a circus, where you can find events of a certain type of quality or find yourself in the middle of a situation that you can’t understand, with a quite tiresome sort of visual contamination...

In MyOwnGallery, two exhibitions in one, Superstudio’s gallery in via Tortona 27 bis. On stage under the unifying title of "FASHION SHOW by Flavio Lucchini" the virtual experience of UNREAL BUT REAL where his little Toys become big immaterial Totems through a smartphone with technology by Sense. The original MADE IN ITALY mural sculptures of the Dress Memory series pay tribute to the beauty of the most precious and creative fashion.
A visit to the gallery is also an opportunity to visit, by appointment, Flavio Lucchini’s majestic art work archive, a little solo museum preserved in Undergallery in the Basement of Superstudio. A journey through thirty years of an incredible dialogue between art and fashion, filled with many tributes to designers who created the Made in Italy. An opportunity to take home a valuable art work at a special price, that will be donated in support of those most affected by the pandemic...

Following three months of enforced isolation, we are rediscovering the joy of being outside, equipping balconies and terraces, and in the luckiest cases, creating proper outdoor rooms with the most advanced pergola systems. However, how are the buying habits changing and what are clients asking for? We talked about it with Luca Pangallo, sales manager of Ecliss, one of the most popular showrooms in Milan in the field.

How has market changed in the past few years? 
Up until a few years ago, the outdoor was regarded just as a niche market. Furnishing outdoor spaces used to be felt as a secondary need, unlike what used to be for the rest of the house. Most of the time, lower quality products were chosen. Whereas today, the outdoor is reaching the same importance as the indoor: selected with precision, with great attention to details, to quality of the furniture and above all to the atmosphere, to the experience that the client expects to live in these spaces...