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.
Beyond the gate a piece of General Electric, still active but about to move abroad, with its yellow walls already peeling, the smoky chimney, the large garden, the driveway leading to the central building still swarming with workers. We tried to imagine what it could have become immediately: everything that was not there. A house for creativity, for innovation, for art, for design, for dance, for events, for advanced communication, live and video, for contemporary visual expressions, open to companies as well as to creative people which were talented and needed visibility but did not have conditions in order to access to unique galleries or public spaces that were not granted to them.
Realizing a dream that appeared suddenly was not easy and all the banks consulted refused to finance the visionary project that was to be born in a suburban Via Tortona where large factories were in the process of being decommissioned. Except for the last one, through a friend’s intervention, a small provincial bank that allowed the dream to come true.
In 2000 the century changed and our life too.
Superstudio 13 continued to be the focal point for the image world successfully with the world’s most important photographers shooting in its studios and side activities, schools, workshops, agencies, freelancers to complete the services panorama.
Superstudio Più (Più because it was bigger, more open, more eclectic, more involved in city life) grew, day by day, becoming what it is. A heady rush, with building companies carrying out throughout the three months of summer break what normally took at least three times longer time. In a very short time Superstudio Più was (almost) as it appears today: an elegant complex of very white buildings, with black doors and window frames, the great art works of its founder scattered in the green to remember that everything comes from passion for fashion and art.
It is difficult to collect in a few pages twenty years of innovation, challenges, meetings, opportunities, events, shows, exhibitions, fashion, design, art, yoga, dance, theater, conventions, technology, culture, business, soirées and everything that revolved around them. Including the final transformation of an area little out of the centre into a district par excellence which the world envies us and would like to recreate.
We wanted to celebrate Superstudio Più’s twenties with a big party, as was the custom. Like we did for the 30 years of Superstudio 13. The evil Covid has not allowed it.
We do it with a book, DESIGN SUPER SHOW, a very personal diary that tells with images, thoughts, reports, the unrepeatable years in which Design has dematerialized and transformed science, technology, culture, emotions, shows.