A subtle fil-rouge, at Superdesign Show 2019, connects proposals and research that are the basis of today’s design-thinking. Over these last few years’ creative bulimia, a lot of excesses displaced us and made us forget the great masters’ lessons, cultures embedded in our DNA, undeniable traditions, environmental risks and fears which, everyone, from now on, must face. On the another hand, the aesthetic changing trend does not stop, it feeds on invisible inspirations, welcomes cryptic messages, destroys and creates trends, interferes with desires, creates new consumption models. And a third aspect, technology moves with extreme acceleration transforming our own lives but is increasingly human-tech.

The theme of this edition of Superdesign Show is Innovation&Tradition, born from the awareness of the co-existence of these three inseparable elements: traditionbeauty-technology and that no research, no matter how advanced must forget the human factor. While the focal point of the world moves and outlines Eastern countries as increasingly protagonists of financial-scientific-technological-productive systems, we are yet again witness of a strong and qualified presence of Japan that operates on daily routine, speaking the language of art and emotions, about the latest generation of automotive and electronics, as well as about many other essential and performant objects as beautiful as sculptures. And then comes Korea with an important exhibition commissioned to twenty-five great national designers. Indonesia is back with its tradition rethought through contemporaneity. Speaking of Japan, that, for many years has been very special to Superstudio with its magical installations such as the previews years ones by Nendo, by Tokujin Yoshioka, by Kengo Kuma, we underline the project Take a Seat, that we devised in collaboration with Osaka city, a reflection on the archetype “chair”, present in the rooms with works by three selected women-artists. Other stops of Grand Tour of Design, take us to a spacious and modern “Brazilian home” but also in search of top quality Northern design brand such as Normann Copenhagen and finally the project by Giulio Cappellini that with “Italian attitude” proposes an innovative Superhotel thought to support various clients’ personalities.

This year co-protagonists, together with designers, are important creative international studios that work on immaterial settings, on emotional entertainment, on experiential interactivity. Interactions with art and technology, where it is easy inserting visions or pre-visions of the future, are detectable right from the entrance, with a kaleidoscopic and immersive Tower by Matteo Thun for 3M that anticipates the excitement of the digital museums such as the brand new Mori Building Digital Art Museum of Tokyo (picture on the right). To follow the luminous journey by Lexus designed by Rhizomatiks. The museum-like setting for rolling televisions by LG with the prestigious signature by Norman Foster. The space walk among design meteorites proposed by Finsa in collaboration with the high-technology creative studio Enorme. The “exhibition that does not exist” Unreal but Real, where Sense-immaterial Reality makes large sculptures by Flavio Lucchini materialize along the path through your smartphone. And finally, the installation by Dassault Systèmes, created by the American studio Morphosis that provides a preview of a circular economy based society. Materials Village leads us in the fast-running world of materials, where textiles, ceramics, surfaces do much more than their primary function, and the container-house by Marie Claire Maison highlights it and suggests original uses. Do not miss Smart City that in the nearby location Superstudio 13 keeps on the research and debate on the Latin way to the cities of the future.