The Salone del Mobile transforms the city of Milan once again. In the 51st installment of this international Trade Show which took place from April 17 to 22 we were shifted through a labyrinth of design zones. From the center of exhibitions in Fiera RHO to the Experimental zones of Lambrate , Brera and Tortona and the only luxury point in the world, Montenapoleone, where design took form in many unexpected ways positioning Milan as the undefeated meeting point for design.
Celebrities Fashion and Design have always been related, but in this installment of Salone the evidence was clear. Celebrities and Fashion have made their way into the design world. Celebrities like Lenny Kravitz who reinvented the Mademoiselle, designed by Phillippe Starck for Kartell. Fashion Houses like Bottega Veneta, Marni, Maison Martin Margiela, Missoni, Calvin Klein, Versace, also showed their new Home collections.
Thousands of design afficionados from across the globe made their way into the worlds biggest trade show. This year the numbers where outstanding showing an increase in both exhibitors and visitors from previous years. There was a total of 2,700 Italian and foreign exhibitors at the Salone Internazionale del Mobile, the International Furnishing & Accessories Exhibition, the SaloneSatellite and the biennial “EuroCucina”. A total of 331,649 visitors overall attended the 2012 Salone and 6,484 members of the communications industry, including 5,725 of them from countries all over the world.
The inspiration by creative minds was palpable. Each stand presented a new philosophy of design. For example, the Blue world of Baxter who presents a new collection designed by Matteo Thun and a reinvention of the designs of Paola Navone and Draga&Aurel. Furthermore, the minimal design of Molteni’s new collection Grado° by Ron Gilad’s. Additionally, the incredible presentation by Vitra with an amazing stand designed by Valerio and Monica Mazzei in collaboration with Massimo Morozzi as art director, where they showed a line of new furniture with designs by Antonio Citterio, Bourroulle, Jean Prouvet, Konstantin Grcic and Jasper Morrison. Zannotta presented among others the new Altopiano sofa designed by Ludovica+Roberto Palomba. Giorgetti maintains an equilibrium in form and style, attention to detail and a almost artisan quality makes the company’s signature, a natural feeling a sense of home is achieved with new designs by Chi Wing, Laura Silvestrini and Umberto Asnago.
In the Kitchen pavilion a new concept presents itself giving a new direction to the future kitchen, a new functional and aesthetic concept is presented in various trends. DaDa presents the HI-LINE 6 by Ferruccio Laviani a model far from the classic concept of the kitchen. Boffi presents a new model designed by Norbert Wangen in which the lines of minimalism are redefined.
New zones are born. As the Salone becomes bigger and stronger, new zones emerge in the constant search of what is next. The experimental transforms into a new Culture of Design. Each zone has a distinctive feel and attraction for a variety of different people. Tortona holds the Tortona Design Week, referred to as the “Tortona Area Lab”. This event coordinates exhibitions and cultural initiatives around Via Tortona, Via Savona and Via Stendhal. This exhibition featured important participants like Mercy, the French native store chose the Tortona area for their first “POP UP” store. The Super Studio Group presented the Temporary Museum for New Design in which the Cosentino Group, a global leader in the production of surfaces, presented a project named Shaping Silestone, created by renowned Brazilian Designers, Fernando and Humberto Campana. Poltrona Frau also chose this location to present the 100 x100 exhibit celebrating 100 years of the company.
On the occasion of the Milan design week, Venini chooses again the Bagatti Valsecchi Museum as scenery for the press conference with Architetc Tado Ando and also for the exhibition of the new extraordinary projects and unique works, characterized by a timeless charm.
Brera is a place full of charm in which Fashion and Design live together. It is a place full of creative minds where culture mixes with shopping, exhibitions like SPUN by Thomas Heatherwick and the Agape Concept Store showing the new designs by Patricia Urquiola , Benedini Asoc. and Andrea Morgante All give true meaning to innovative design.
The circuit, Ventura Lambrate, a neighborhood that in the past years has attracted attention during Milan Design Week is characterized by creativity, quality, and internationalism. This is what caught the attention of exhibitors like IKEA who launched its long-awaited PS 2012 collection witch unveils Smart and Sustainable Designs.
As the night falls, the City of Milan holds the best events and parties. It comes to no surprise when you gather Fashion, Design and Celebrities.
Flos celebrating 50 years of design set the standards, a bash hosted at Palazzo della Permanente with a magnificent retrospective installation that featured more than 100 historical pieces. Guest where greeted by the different installations, then gathered in the lounge area which featured oversized maxi arco lamps under which guests danced the night away. Among the celebrated guest in this event were, Phillippe Starck , Rodolfo Dordoni , Patricia Urquiola, Marcel Wanders, and Piero Lissoni.
Baxter made the night all about leather transforming the Diana Majestic Hotel into a private club in which a selected crowd where treated to the best music, drinks and hors d’oeuvres.
Missoni made its presence feel in this year event with a stand in the Saloni and various exhibitions outside the trade show but there where no doubts that the star packed private event Bolon by Missoni hosted at their showroom in Viale Venezia was the toast of the night.
An unexpected, but quite successful collaboration between Savatore Ferragamo and Molteni&C made this year all about design and fashion. The duo collaborated in all their presentations and hosted a private event entitled “Eclaté (Exploded)” in the Ferragamo showroom in Via Montenapoleone. During the occasion the new MO and SOL products designed by Constance Guisset where presented to those in attendance.
Promemoria took a different approach by hosting an intimate garden party in the afternoon at their showroom in Via Bagutta to present their new collections. The event showed the company’s passion for detail and the love of true craftsmanship.
The fashion houses, Stella Mccartney and Maison Martin Margiela were among those that also hosted extraordinary events.
