SEPTEMBER IN MILAN: WITHOUT FURTHER HESITATION
Salone and the associated Fuorisalone, moved to September, seemed a certainty, thanks to the improved health situation and Fairs opening. But no. The Salone hangs in the balance. And what about Fuorisalone? Maybe it’s time to strengthen Design in the City, regardless of the Fair. Even with a new name to emphasize a new identity.
Almost every day a fluctuating statement on destinies of the Salone del Mobile in Milan, traditionally in April, which due to the pandemic has already "skipped" two editions, 2020 and 2021, assuming (until yesterday) a certain recovery this coming September from 5 to 10. A date painfully achieved by the dialogue between Federarredo and Cosmit, Salone del Mobile organising bodies, with Draghi Government which had to ensure the certain opening of Fairs prior to that date and with the willingness of the most important companies to be present in the renaissance Fair.
The whole Fuorisalone "design system", a corollary that for two decades has made the entire city as design protagonist with a cultural-commercial-experimental-visionary kermesse weaving the urban fabric of exciting events with major international brands, confirmed with a press release its presence since last week and rolled up its sleeves to prepare an extraordinary edition. Until yesterday, of course.
A cold shower today. Semi-official statements, denials, newspaper articles, half-formed words tell of a Salone’s climb-down. Or maybe not. We’re dismayed. Operators, planners, companies, creative people, technicians, service providers tremble thinking that the wonderful goal achieved by our small/big metropolis as international design capital, a record that many geopolitical capitals would undermine, is endangered after so many years of creating a unique and identity phenomenon.
Superstudio, protagonist of Design Week’s launch, spread in Milan districts starting from Zona Tortona and from its two locations in 2000/2001, is at the forefront - together with all the other Design organizers in the city - to confirm its presence, its commitment, its belief in an urban event which, whether it be the Salone or not, has all the right, the strength and the need to exist. And if September has been decided, let’s do it. Vaccination measures and the improvement of health situation seem to allow it. For those who cannot/won’t want travel, several digital solutions will bring the event home.
Milan, of course, is the natural home of Design in the city. Not only for small or large "locations" which are transformed into temporary exhibition spaces for the occasion, not only for the wonderful public or private buildings open to furniture, not only for streets and squares that turn into spaces dedicated to installations and curiosity, not only for showrooms and the increasingly numerous large and fascinating shops teaching beauty, not only for the increasingly daring and elegant architectures that change the skyline and transform suburbs, but above all for the huge industrious smart "community" giving life to a Made in Italy that everyone admires and that perhaps is not supported enough in its own country. So, I suggest, let's take advantage of the new Design September edition in Milan – and if possible let’s give it a new, strong and recognizable name - to make it the golden moment of our production, our imagination, with a focus on protagonists: historic or recent companies which do research innovation and quality, new talent, creative women (and there are many), sustainability designers and so on.
Bravely and carefully, all together, we bring life back to the city starting from our most remarkable wealth: our "makers" infinite creativity, be they large or small.