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01/10/2013 | LOCATIONS, INNOVATION

3 Questions to GIULIO CAPPELLINI Architect, Designer, Talent Scout and Art Director of the Temporary Museum

What is the difference between the Temporary Museum and other design fairs?Temporary Museum aims to be a ‘receptacle of ideas and tendencies’ proposed by designers and manufacturers from various parts of the world. It doesn’t matter whether the designer is a star or a novice taking his or her first steps in the field or the manufacturer is a large multinational or a small workshop. What matters is the quality of the ideas. This is what makes it different from trade fairs that often take in everything without any kind of selection process.

What are the lines of your art direction that make a difference?
Clarity, coherence, simplicity and internationality are the guidelines I follow in my art direction of the Temporary Museum. Installations with a powerful emotional impact reach the end consumer as well as operators in the sector in a quick and clear way.

The Temporary Museum is open to big names and young talents. How are the two reconciled and how is the scouting done?
I don’t care whether a designer is twenty or eighty, wheth-er he was born in Sidney or Milan. What counts is whether his work is able to make us dream. I travel a great deal and it is easy for me to find new talents all over the world.

What do you think about the proliferation of design muse-ums in the world? Is design a form of art?
It’s very important to promote design in the world by bring-ing it to the public’s attention, getting it to understand the value of original designs. But if we want to do a good job we need to keep the concept of quality in its various styles and facets at a high level.

“True design, the kind that lasts and brings us joy, is undoubtedly a form of art.”

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