Three years ago it seemed a crazy notion the idea of Gisella Borioli, CEO ofSuperstudio Group, to rename “Temporary Museum” the event, mainly devoted to busi-ness opportunities, which since 2001 has been hosting at Superstudio Più thosedesign companies that chose to exhibit in the Tortona area, turned into the exhibitionarea complementary to the “Salone del Mobile” held in Rho, Milan. It seemed crazy toplace a contemporary museum as a reference point to build an exhibition with severalbrands, each with a quiteprecise and different identityand ask them to make asacrifice by confining them-selves into long and myste-rious “galleries” instead ofopening into wide stands,by giving up the giant exter-nal logos and replacingthem with sober and uni-form signs, by committingthemselves to an artisticexhibition more likely tocause amazement thanbusiness, which aims atpromoting more the projectthan the product. It seemed an absurdity the ambition to create an iconic, different,reflective, catchy, changeable, welcoming space, more similar to a museum althoughonly temporary, than to a fair.

But with the collaboration of Giulio Cappellini, brilliantand meticulous talent scout of smart people and beautiful things, as her partner andart-director, the project could be fulfilled. The Temporary Museum for New Design of Superstudio, now celebrating its third year, is a success to be followed. All the compa-nies on exhibition have become protagonists of the renovation and have worked to theutmost by introducing their new proposals within vibrant contexts and unusual installa-tions.

Every “gallery” conveys a true emotion that will move you. Starting with Canon, which with a graphic-artistic intervention starting from the outdoor (see picture) announ-ces its pavilion where lights, videos, sounds tell us about the future of technology. Theinstallation combines the talents of two teams of creative people/designers: the "Hikarino Shokki” (The Light Frame) by Torafu Architectson which float the images of “Hikarino Junkan” (Circular Light) created by the visual design studio WOW.