MILAN DESIGN WEEK 2021: SUPERSTUDIO MAKES IT GREEN
Almost 40 years after the birth of its first hub, 20 years after the establishment of Superstudio Più and passing through a series of events, evolutions, innovations, regenerations of post-industrial spaces, presentations of ideas and works around photography, design and creativity, Superstudio Group presents a new creature in a new space: Superstudio MAXI.
Superstudio MAXI, is the new family member of Superstudio Group’s venues: Superstudio 13 and Superstudio Più. Together the three spaces will present during the next Milan Design Week a complete panorama focused on the theme of design innovation. The shows will encompass over 30,000 square meters on three locations within walking distance.
Superstudio MAXI will host a brand-new exhibition format: "DNADesignNatureArchitecture. The world of tomorrow". The show is based on a farsighted concept which, as event organizers and design week experts, we urgently feel the need to offer to visitors and to a precise cluster of exhibitors.
The perfect space to host DNADesignNatureArchitecture. Superstudio Maxi is going to be the first Milanese building for temporary events provided with Leed certification. Completely revamped, luminous, grand and open location, powered by solar panels and renewable energy to embrace the lifestyle of the future and it is located in an extremely promising area of the city.
The project, meaning both the new venue Superstudio Maxi and the unprecedented show DNADesignNatureArchitecture is ambitious and strategic. With the decision of opening a third venue, Gisella Borioli and her nephew Tommaso Borioli have fully married the philosophy of a smart and continuously evolving city.
Close to the via Tortona epicentre and located in an area which is at the same time very promising but also in need of participation and attention Superstudio MAXI will add design, knowledge, events to the urban landscape. The quarter is provided with green spaces and it is well connected, it is marked by architectural interventions signed for example by the firm Il Prisma, now engaged in the renovation of the previous Palazzo Savoia Assicurazioni designed by Giò Ponti. The headquarter of the acclaimed architecture studio Progetto CMR, together with the renovated Cascina Moncucco, now residence of IULM University and the business centre Parallelo created by Mario Cucinella Architect and known as “the horizontal skyscraper” are part of this district. Let’s not forget the presence of Scuola Politecnica di Design, the historical design school founded in 1954 and now home of prestigious international masters involving teachers such as Martì Guixé for food design and Walter de Silva for car design.
Within this context DNADesignNatureArchitecture is going to be the hub of the future. Architectural, technical and design paths, all strongly oriented to the enhancement of the key elements of contemporary life will be unveiled to the Milan Design Week audience.
The format, which will be carefully curated, aims to add to the micro (the product exalted and told at its best during the Milan Design Week) the macro meaning with all that is nowadays needed to design good and liveable spaces, to feed them with energy, to use them at their best according to the public or private destination. Another crucial content is represented by the focus on the relevance of the natural and green element component in all urban contexts and on how to introduce beauty as a part of everyday life.
During the particular moment we are living, the next Milan Design Week can be an opportunity of regeneration.
Superstudio and its exhibitors will talk to the international and Milanese public about nature, evolution, architecture, design and the exhibition will open a wide, green view on the world that can be.
The goal is concrete and at the same time inspiring: DNADesignNatureArchitecture. Design as a focus on beauty and technology for everyday life. Nature as the design practices for sustainability, Architecture as the construction of the world to come. All this will be declined on a human scale and it’s no coincidence if the mythical golden section, model of perfection in nature and architecture is present in our DNA as well…
See you there, from 13 to 18 April 2021!