In 2000 the large multi-cultural private exhibiting centre Superstudio Più is created in via Tortona. Design, in its most innovative aspects, is soon at home in the new Superstudio. Giulio Cappellini, the “made-in-Italy” design leader, and Via, association of the most interesting French designers, inaugurate the exhibiting space by bringing in Avant-guard design, young architects and designers that will become stars in the years to come with a new lively concept that designs the way of living and inhabit the future. Straight afterwards the objects and design exhibitions and cultural initiatives, spread rapidly also to Superstudio 13, the photographic studios in via Forcella, creating the first design pathway in this ex-industrial, some suburban area. This is the base and focus point of the new FuoriSalone in Tortona district that soon became the most lively and interesting district in the city. The event held alongside to the large “Salone del Mobile” in the new Rho Fair, offers the international design the opportunity to find new spaces and new ways of expression.
Superstudio emphasizes its leadership by creating new initiatives whereas the Fuori Salone in the new Tortona District becomes an example to the whole city that, along these lines, in the years to come, will open many more areas temporarily dedicated to design.
In 2009 Superstudio proposes the renewed concept of design expositions with an original and innovative project directly managed, by Gisella Borioli availing herself of the art direction of well-known designer Giulio Cappellini.
The district that developed around via Tortona and via Savona has become crowded of initiatives with an “excess of success” that brought a huge and curious international public as well as some concerns. Once again, Superstudio reaffirms its guiding and trend-setting role with a new project highlighting quality, coherence, research, innovation, the dialogue among contemporary visual arts. The TEMPORARY MUSEUM FOR NEW DESIGN is thus created: On the basis of “less fair, more museum” formula, it selects and invites its exhibitors by encouraging them to present new products through emotional and sensorial installations, enhancing commercial proposals with artistic and cultural incentives.
“Site specific” exhibitions, thematic expositions, selective group exhibitions, national pavilions, identification and highlighting of trends, international artists participation, common parts are set-up according to the year’s theme, lounge and areas for reflection or relax make the visit at Superstudio Più and Superstudio 13 (over 13.000msq exhibiting space, in fact the largest exhibiting private space of the area) not unlikely a tour in the great contemporary museums of the world. Instead of open stands of fairs, many closed “galleries” where design is valued in its productive and cultural contents. No logos at the entrances but titles and contents just like in art exhibitions. A little revolution that has immediately much success and influences other presentations over the following years.
Superstudio Group celebrates 15 years as protagonist of the international Design in Milan with the new format SUPERDESIGN SHOW, evolutionary project that replaces and incorporates the success of the “Temporary Museum for New Design” pointing out how design outdid itself, along with conventions, prejudices, categories, hierarchies, limits, boundaries and even physical laws, sometimes daring the impossible.
A large container that faces with renovated projects the present facts. On the one hand, the fascination of the Temporary Museum is preserved by entrusting some international brands with the task to explore the outer reach of creativity and narrate them in emotional paths that fascinate and surprise the visitor like a sensorial show. On the other hand, more and more opening to research, scouting, to selection of authors that experiment innovative solutions to improve our lives. Alongside with great protagonists of international design and multinational corporations, there come Start-Ups, Makers, Young Talents, Selected Objects, Art-Design, e-commerce, Fab-Lab, 3d Objects and all the latest expressions of design in a constant research and updating.
Superstudio confirms itself as the most significant pole of Tortona district. The new project is called Only the Best, always curated by Gisella Borioli with the artistic direction of Giulio Cappellini.
We will launch Superstudio Maxi via Moncucco. 10.000 sq.m, including 7.200 indoor sq.m. born from the regeneration under the name of art of an old iron and steel industry. The ideal space for big cultural events. The forthcoming Design Week new entry, easily accessible by car, metro, with a large public car park of over 2.000 places.
Superdesign Show presents 3 different events, concentrating on 3 themes: at Superstudio Maxi the project DNADesignNatureArchitecture, at Superstudio Più a new edition “only the best” and a new theme REDVolution, at Superstudio 13 Tech&Life.