2022: THE YEAR OF MAXI EVENTS
The "Passion Days" of Superstudio Maxi have opened for the first time at the beginning of September. Through a series of events, Superstudio has responded to a variety of trends and interests, including design, fashion, photography, ancient books, DIY, real estate, gala dinners, prestigious awards. The building on via Moncucco became quickly popular, also enlivening the area. For 2022, a wide range of appointments is already planned. Here is a preview of the schedule. Don't miss it!
The Superstudio Maxi was recently established to meet the needs of the city in regard to an exhibition space that is large, free, flexible, technologically advanced, and sustainable. It has all the features required for different types of events. The most impressive exhibition hall in Milan is located near the city centre in the Barona area. It is a giant white box of over 7,500 square meters, which has renewed the urban landscape of one of the urban districts on the rise in recent years (from Mario Cuccinella to Massimo Roj to Studio Prisma and Gianluca Peluffo, there are many studios that have designed buildings here). Only a few steps from the La Spezia park, well connected to public transport (2 minutes from the metro station), stands the peculiar white zig-zag-shaped building with a huge golden sculpture at the entrance: Superstudio Maxi has earned the LEED Gold certification, thus becoming the only sustainable event space in Europe. How did we get there?
Everything originated in an old disused steel factory, the kind that dots the suburbs of big cities. This mass of old sheets has been transformed into the third hub of Superstudio after months of careful regeneration work (documented by the beautiful industrial photography project by Luca Gilli). Superstudio Maxi has nothing of the old exhibition centre, on the contrary, it is a huge free square, an agora where you can chat, exchange ideas and opinions, do business. The centre has an open, multifunctional format that transcends disciplinary boundaries and rather allows cross-pollination of different cultural spheres: events related to art, photography, design, architecture, craft activities, fashion shows, etc. are intertwined. The Design Beyond Design exhibition, which opened September 5, has continued to serve as a centre of activity by hosting events relevant to the city and its citizens. Here are a few examples: MIA, the most prestigious photography fair in Italy; the Sunnei fashion show; Abilmente, the first exhibition of "minor crafts," the Salone della Cultura, which has filled spaces for independent and non-independent publishers, literary exhibitions and workshops.
In 2022, Superstudio Maxi enters a year full of significant cultural moments. In February, collectors and operators of the art world will experience (Un)-Fair, which subverts (ironically) the standard paradigm of the fair-market to offer an alternative way to contemporary art. Book Pride, the national fair of independent publishing, takes place in March. In April, however, Superstudio Maxi is most interested in a new vision that blends design, nature, and architecture, DesignNatureArchitecture, the project launched by Gisella Borioli for Superdesign Show 2022. Architects will be the protagonists of a new humanism that begins with rethinking the city and the way coexistence takes place.