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10/09/2021 | DESIGN
MILAN DESIGN WEEK 2021 - SUPERSTUDIO PIU’

SUCCESS NUMBERS

Posted by: Gisella Borioli

An out of date Milan Design Week that began amidst difficulties and ended with everyone's satisfaction. Thanks to the cohesion of design world and the desire to return dreaming beautiful things and live better. The large number of visitors at the Fair and in the city was the best response to the challenge.

Over 60,000 visitors at supersalone Rho exhibition centre, 35,000 at the Triennale, 30,000 at Superstudio Più are important numbers that tell more than many words. They are a very positive response to those who strongly wanted this extra edition of Salone and Fuorisalone to remind the whole world about the strength and attractiveness of Italian design and its international capital, Milan.
The short time, the pandemic, the summer break, companies uncertainty, canceled by the passion and courage of organizers, by the "push" of city authorities, starting with Mayor Beppe Sala, the inventiveness of Stefano Boeri president of the Triennale and extraordinary curator of the exhibition at the Fair, have allowed the city to restart. Reinvent exhibition formulas, dress up, rethink the many showrooms, fill up with curious and enthusiastic people, bring hotels, restaurants, bars, taxis and other services back to better times.
Even Superstudio has revolutionized the format, both with the historic Superstudio Più location and with the brand new Superstudio Maxi, inaugurated for the occasion at the Barona, an outer belt (but not too much) in Milan.
More than 30,000 visitors, therefore, in via Tortona, attracted by many surprises that guaranteed its en-plein: from the symbolic elephant that flew over difficulties, held by a little girl (1: 1 sculpture by Stefano Bombardieri presented by Oblong gallery ) and spoke on the phone with visitors, to the latest Lamborghini Countach unveiled with a play of lights by Carlo Ratti (co-author of the Italian Pavilion at ExpoDubai) to the other 11 curatorial exhibitions that touched on hot topics of living as the new icons, women's creativity, circular economy materials, dual-purpose furnishings, new production techniques, home automation, open-air living, infinite creativity expressed by 1000 different vases, art up to the surprise of the new fashion/art Museum dedicated to the artist Flavio Lucchini and open to the city.
We are also flattered by the 2,000 visitors in a few days at Superstudio Maxi in via Moncucco, a place still unknown by design paths, which has experimented with a revolutionary and innovative format in its immense space, the largest private room in Milan. With an exhibition made up of never seen before installations, debuts, films, videos, famous phrases by great architects, photographic and video-photographic exhibitions, contests, workshops on artificial intelligence, charity sale of objects that speak of love, all connected by 40 performers who “drew” the space with bodies and movements, staging another way of being design.

As we hoped in the last edition in 2019, quality has taken over quantity. The world of creative people thanks.


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