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01/10/2013 | INNOVATION

3 Questions to GISELLA BORIOLI - Ceo of Superstudio and Artistic Director of the Temporary Museum

Coming in the Middle East with your Temporary Museum what expectations would you have of the region?
I think the Middle East market, after so many economic, architectural and cultural progresses, is now ready to appreciate the most innovative and smart design, which values quality and research, not only evident luxury. I personally witnessed, in the last seven years, an improvement in taste both in the field of arts and design, adding new values to an increasingly mature region.

Why did you decide to participate in the Downtown Design event?
First, it has been love. I fell in love with Dubai since the first time I visited it, in 2006. I was struck by its history, its energy, its courage, the mix of nationalities, ethnicities, religions, cultures, the Oriental-Occidental lifestyle, the re-spect for tradition coexisting with the future vision. Being at Downtown Design is a way to participate to this tremendous impulse.

What benefit do you see by attending the show? What do you expect to get out of it?
There are things you don’t do for an immediate commer-cial return. Superstudio doesn’t sell furniture, it creates in-novative events instead and the Temporary Museum for New Design is the most important of them. A “less fair and more museum” format to present in an innovative and spectacular way what’s new in design, with a continuous search for new brands, new designers, new ideas, new tendencies. I’m inter-ested in presenting this concept in Dubai and I hope a fruitful and broad cooperation will arise for the years to come.

“The aesthetic and technological quality of the buildings of Dubai, of its skyscrapers is extraordinary in itself. It’s appropriate for such beauty to be accompanied by tasteful and high quality furniture, characterized by a high cultural level and signed by great designers in the world.”

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