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01/01/2020 | EDITORIAL, LOCATIONS

2020: R-EVOLUTION AT SUPERSTUDIO

Posted by: Gisella Borioli
The history of forty years of the Milanese Superstudio, progressing at the same pace as the city change, often anticipating it, has been presented at the Triennale. In a space filled with personalities and guests, with greeting by the President of Triennale Stefano Boeri and speeches by the council members of the Municipality of Milan Cristina Tajani and Pierfrancesco Maran, the video-story described the transition of the culture and the art from the centre to the suburbs, that became, thanks to Superstudio, the new centre.

So much mystery, hopes, and expectations in the change of decade of the current century: will the forthcoming years be the “belle époque” of the new millennium?
The question opens an unknown world that will revolutionize our lives. Will adults of the ‘900 be unable to dialogue with digital natives, will the just assimilated technology be overtaken by futuristic inventions, between ”sardine” and gretapeople, will the young ones be once again protagonists of the great battles able to shake up institutions and cankered politics, will other young ones be the only ones able to govern a world based on internet of things, artificial intelligence, immaterial reality, iCloud, e-commerce, e-learning, e-business, e-life, e-job, robot and tools that don’t need humans any more.
If 2020 is the year that marks an epic passage, for us at Superstudio, it is a sign of change that establishes our history of innovators 40 years after the first centre (Superstudio 13, the hub for image and fashion), 20 years after the second one (Superstudio Più, the centre for cultural/commercial events) and now the third one (Superstudio Maxi, the large multi-purpose exhibiting space) that, exactly like the previous two generated Tortona District of creativity, will change the aspect of via Moncucco and surroundings definitely contributing to the regeneration of this interesting area of Milan. A very young yet experienced team, ready for challenges, supports the founders leading Superstudio, with its three locations and its collateral initiatives, to the future. The @AT Magazine becomes digital and interactive, with a new independent website where trends and events can be discovered in real time. The photographic studios of Superstudio 13 complete the offer combining productions for great brands and international editors and an accurate service for image of the most qualified fashion and design e-commerce. Superstudio Più, chosen more and more by multinationals of innovation, equipped with latest generation and high technology eco-friendly systems that improve services and increase the presence in offices of high-tech companies: after Sense, Immaterial Reality on constant expansion, D-Share arrived for digitalization and online distribution of cutting-edge magazines whereas international exhibitions are back at MyOwnGallerySuperstudio Maxi, now in reconstruction, from the regeneration of an old abandoned iron and steel factory, creates a new, totally sustainable location that only uses renewable energy, destined to host large events that respond to new wishes, from Passion Days weekends to the theme weeks of Milan, to the art, fashion and design exhibitions, to immersive events, to young artists who will be great tomorrow, to futuristic experiments, charity evenings and much more, also in collaboration with nearby universities.

Superstudio Maxi presentation at the Triennale
Superstudio Maxi presentation at the Triennale
Stefano Boeri Presidente Triennale
Superstudio Maxi presentation at the Triennale

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