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17/03/2023 | DESIGN

INSPIRATION INNOVATION IMAGINATION

Posted by: Federica Clari

The press conference presenting the twenty-first Superdesign Show was the kick-off of a particularly significant season for the Milan-based group, which sees the Design Week event at the center of its 40th anniversary celebrations.
   INSPIRATION INNOVATION IMAGINATION the theme chosen for this edition and particularly dear to the hosts. She starts from afar Gisella Borioli, co founder of Superstudio and the event's longtime creative director, starts from the idea of creating not rented spaces but real venues devoted to the realization of innovative, avant-garde creative projects, not fairs but museum-like setups. He does so with his usual clarity and verve, recounting, while waiting for all the participants to take their seats and streaming journalists to catch up (180 press accreditations in addition to exhibitors, influencers and bloggers) the beginnings, the vocation to nonprofit in favor of promoting interesting projects, the birth of the Zona Tortona, the stop for the pandemic and the resumption with the intuition that 2023 will be a different year for the design world. That is why the more than 40 exhibitors who will participate from April 17 to 23 were invited to present projects that represented the new (INNOVATION), the future (IMAGINATION) but also told of their origin (INSPIRATION) because design above all other forms of creativity perhaps, is influenced by the everyday enviroment in which it is born.
   It was a fluid and down-to-earth press conference, with a videomessage by Councillor Alessia Cappello and a presentation by art director Giulio Cappellini, who then left the floor to Laura Vella, the event's project manager and moderator. Individual exhibitors' projects were discussed, and experts were called on stage to highlight highlights and focuses: materiality, the virtual, the influence of the East, and, a theme that has always been dear to the Superdesign Show, women and the discovery of new talents
   Because Superdesign Show has also always been this, a stage on which so many have debuted and through which so many have gained visibility (do the names Fabio Novembre and Marcel Wanders ring any bell for you?).


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