New entry to Superstudio Più. In the First Floor space, an open space of 700 square meters all glass overlooking the garden and via Tortona, Wave&Co arrives, a leading company in the sale, installation and repair of ultra-high-tech led screens. Manuel Maccioni is the young entrepreneur who brought to success in Italy and abroad the innovation of these tools, now indispensable elements for visual communication and the world of events, whether real or virtual.

"The field I deal with is that of cutting-edge and constantly changing led technology, able to create projects with an amazing visual impact, thanks to a very delicate element e as that of a pixel. It is an obvious manifestation of how, if you take care of every little gear of the mechanism, you can create something unimaginable. This type of technology is mainly used to bring fully immersive and engaging experiences to life, so that communication becomes the protagonist of the context.
In this regard, I am proud of the virtuous partnership that has been established with Superstudio and which is expressed in two innovative projects and in which I strongly believe.

A small green space has become the dream of Italians who have understood how smart-working and possible new lockdown would benefit. Many architects are already working to propose their solutions. The multifunctional proposal by Sandro Meneghello and Marco Paolelli, young and already established designers who concentrate a lot of their design on the outdoors, has all the characteristics to satisfy the most varied needs. Probably yours too.

"Balconies also have an important real estate value in the city", Marco Paolelli, of the Meneghello Paolelli Associati studio tells us, "We therefore asked ourselves why not work on a system that would enhance them easily, with a simple assembly and a wide versatility of construction". The health crisis that followed the project made all the spaces that allowed to be outdoors even more precious.Thus was born Urban Balcony, the project for Unopiù, recently presented in its first version but already engineered also in the "extended" version...

40 years ago, in March 1980, Donna was born, the magazine that renewed fashion publishing and became Vogue's most formidable antagonist, and would have been for many years to come. The story tells that in 1963 the designer and art director of an innovative and prestigious Vogue Italia was Flavio Lucchini, the same who 17 years later would have created the new magazine, once again able to revolutionize the image and communication of fashion itself.

This is the memory of the editorial adventure that generated Donna, an unforgettable magazine published by Edimoda (Rizzoli Group/Corriere Della Sera and later Rusconi) that spoke of new fashion, new ways, new worlds with an avant-garde cut that would make it contemporary even today. Its startling covers, always different, always provocative and punctual, highlighting the new Made in Italy (but not only). And other preferably Italian talents.  The collaborators are stellar: front-page journalists, writers, intellectuals, sociologists, artists. Very talented photographers, from Oliviero Toscani to other future stars such as Giovanni Gastel, Fabrizio Ferri, Paolo Roversi… 

Jacopo Foggini, more an artist than a designer, took possession of an unusual material, methacrylate, of which he fell in love when he was a child. He has made it the basis of his artisanal and exclusive production of beautiful, colorful, unique, theatrical, light and even gigantic objects. Free objects that follow the wings of the imagination and forged manually, with the material brought to more than 200 degrees. In 2004, he brought his dreamlike flowers with a soul of light and a monumental chandelier to Superstudio.

Where does the passion for methacrylate come from?
My passion for methacrylate, a material commonly used to produce machine reflectors, was born in family companies. One night, at the age of five, I snuck into the plastic materials factory and I saw a red drop of methacrylate coming out of the "nose" of one of the huge machines. Since then this material has entered my imagination, and like a seed, slowly over the years, it has grown to become my life. In the 90s I started to experiment with its creative use, fascinated by its chromatic and aesthetic qualities...

CLUB MILANO, popular bi-monthly free press magazine of lifestyle, fashion and design with interviews and insights, distributed in over 200 selected locations, interviewed Gisella Borioli on architecture, design, fashion, training and, above all, the future, which cannot fail to be led by the beacon of knowledge.

On the website of @ATAt, the quarterly online of Superstudio Group, you wrote an editorial that has a clear and direct title: "The new responsibility of architects". How important will these figures and, in general, knowledge and competence be once this health crisis is over? 
The focus of the speech is precisely this: knowledge and competence. The world is made of closed and open places, where we live and meet, where we work and compare ourselves. Competent people such as doctors, scientists or professors are basic because they solve the problems that surround us. The task of designing spaces where these people - and not only them, of course - can find answers to problems is the prerogative of architects. They are experts who do not work alone, in their studies many other excellences from different fields compare themselves...

The doubt is legitimate to follow the statements of the fashion big names, from Giorgio Armani to Alessandro Michele for Gucci, to Anthony Vaccarello for Saint Laurent, to Dries Van Noten, to Alessandro Sartori for Zegna, the times and ways of the collections presentations must be rethought according to the creative visions of each, outside of catwalks and fixed appointments coordinated from above, more and more frenetic.

Slowing down is the key word that came out of the pandemic that will serve to redesign the future. Fashion bigs had a few months to rethink this increasingly accelerated system that forced them to a continuous flow of creativity, to churn out excess products, to a short-sighted marketing which could not see far, to an abnormal production that often created unsold intended for the parallel market. Slow-Fashion now takes its revenge on the Fast-Fashion that not many years ago has revolutionized the fashion world with ever new clothing at ever lower costs, filling the wardrobes but lowering the desire. It took the time of the #istayhome to look inside and wonder if the "so much", in all senses, had not really become too much...

We asked an exceptional testimonial: Massimiliano Bizzi, founder and beating heart of White Show, the research fashion show that has become the most important contemporary fashion event  in Italy. He settled at Superstudio in 2002 , from that moment he began an incomparable growth and success. With White during  Fashion Weeks  fashion invades the whole Tortona area: more than 500 companies bring their message of creativity always with increasing attendance and interest.  And now? In this short video Bizzi gives voice to everyone’s concerns: less fashion but smarter, more attentive purchases  to people, sustainability as a primary value.

The post Covid-19. "I think that fashion must accelerate a process of innovation, which had already started before: that of mega production, of fashion that no longer has the ability to excite the final consumer. The fashion of the past, elegant, that made you dream, has become a fashion instrumental to marketing, somehow closed in on itself...

In many cities of Europe, authorization procedures are being lightened and speeded up to allow public places, not just bars and restaurants, to set up outdoor areas. So did Milan too, which published its guidelines this week. What is happening is a real revolution of outdoor spaces, especially in big cities. For a year, Superstudio has been working on the future of "being out", in all its forms, domestic and public, which was to be and will be a strong theme of the next Superdesign Show. This acceleration imposed by the health emergency is also making it possible to rethink urban spaces that are little used or less used due to a contraction of vehicle flows in favor of mobility on two wheels. A vast field of experimentation for designers and for the many solutions made available by production.

The new provisions of the Municipality of Milan, valid until the 31st of October, allow for an increase in the spaces available for all commercial activities and provide for simplified procedures to require the occupation of green areas, squares, sidewalks with tables, chairs, umbrellas, platforms, exhibition spaces. Among the main innovations, the free of charge of COSAP, the issue of the permit by the Municipality within 15 days, the possibility of obtaining spaces even if not in the immediate proximity of its activity...

An interesting live broadcast, organized by Istituto Marangoni, remained visible only for the lucky few who followed it on Instagram. We were there and we propose the most important passages of Giulio Cappellini's interview with Rossana Orlandi, gallery owner and curator who in a few years has created with her Milanese space a focal point for the whole world of design, giving the possibility to young talents to exhibit alongside acclaimed artists and designers, a mix between art and design with strong contaminations, a multicultural language and always avant-garde ideas.

G.C. This period has changed our way of live, our attitude, how we need the interiors, that means how we live in our homes, how we're going to live in our showrooms, offices, and so and so. I really think that this period and more and more in the future can be a really big challenge for all the design world. So I think Rossana we have today to think about awareness , a new consciousness of design. So what do you think about this?

O.R. Absolutely. This experience, huge, incredible, unexpected, a lot of words we can see, change our life. During these times we realised what we need. When I talk with people everybody say: "Oh, for the first time I went out in my terrazza, uh my sofa is not comfortable, oh my house is pretty nice but I need...

The restart after the lockdown makes you think about the fate that suddenly forces you to change direction and, often, life. Here we repropose an extraordinary story with an autobiographical book and film. That of Flavio Lucchini, president of Superstudio Group who, as Oliviero Toscani said "was the real creator of the birth of made in Italy".

It is difficult to imagine that that boy born in the Mantuan countryside, raised in the difficulties of the war and probably destined to be a farmer like the whole family - but with that unusual ability to know how to draw very well and to be passionate about art and architecture - could find his way in a completely different world, that of fashion, creating the most important newspapers and raising the most famous designers. The final goal of his long and varied path is Superstudio, founded a long time ago, in a certain sense the sum of his interests, after having been with equal success teacher art-director journalist editor entrepreneur and simultaneously, for the past thirty years, artist who investigates the mysteries of fashion in order to give it a sort of eternity...