DESIGN BEYOND DESIGN – Superstudio Maxi

DESIGN BEYOND DESIGN – Superstudio Maxi

The most visionary people feel that Fairs and thematic Salons should evolve towards hybrid, phygital and more immersive forms, able to keep high attention and emotion in response to the pulverization of messages on the web. Once again, Superstudio launches the challenge for Milan Design Week 2021 in September, proposing a new revolutionary format.
It does this by bringing an extension of its Superdesign Show event to the new Superstudio Maxi location in Barona district, that will be inaugurated for the occasion.

 

Yes, but what kind of design? DESIGN BEYOND DESIGN is the project that allows a “design fair” in real motion in the immense hall of via Moncucco among video workstations, art installations, scouting of unpublished products, performers that surprisingly animate and draw the space, workshops, short-films, contests, video-visits of the most important architecture studios in the world led by an Italian, photo exhibitions, streaming meetings with the outsiders of the project, contemporary food, thoughts of great architects and gestures of love such as the sale of objects with charity purposes and the presentation of the next project of the non-profit association Itaca, dedicated to young people.

 

Superdesign Show-Extension projects

 

ANOTHER DESIGN
Experimental, evanescent, funny, dramatic, sculptural…
certainly different and unexpected.

 

ARTDESIGN. PAPERTHINKS… By Daniele Papuli
Paper sculptures or design objects? Sinuous shapes and fragile material become something more in the hands of the artist. Exclusive installation and video. Simultaneously to Scultografie, a site-specific exhibition at Assab One (via Privata Assab 1, Milan, from September 4th to October 16th).

 

ANTIDESIGN. IRONIC SUBVERSION… By Gianni Arnaudo
The original Mee-Thing cartoon-sofas. By Gugliermetto-Experience.

 

NEODESIGN. THE ESSENTIAL ONLY… By Leonardo Talarico
A completely personal debut. Pure lines, rigorous aesthetics and innovation.

 

POPDESIGN. SEAT AND SMILE! By Diego and Guido Gugliermetto
Irreverent seats including a maxi-cork of champagne to celebrate Superstudio Maxi, designed by Diego, Guido Gugliermetto and Franco Mello. By Gugliermetto-Experience.

 

PANDEMICDESIGN. ASPHALT LEFTOVERS… By Luca Gnizio
An essential environment where nature rebels and asks to live its normality. Symbolic furniture created with the recycling of industrial waste.

 

ARCHDESIGN. LIGHTING SKYSCRAPER…. By Anita Morvillo
An installation of bright figures made with a steel wire fabric, evoking the lines of illusory skyscrapers.

LIGHTDESIGN. RAYS OF INFINITE LIGTHS… By Adriana Lohmann and Giò Colonna Romano
A bright waterfall with new infinite Slim lamps by Slide For Life.

 

VIDEO 2: Storie di Cose. Project curated by IULM University
A contest between design students to tell common objects and icons in an original way with a short film. Jury of Iulm professors and Superstudio representatives. Awards courtesy Iulm.

 

ARCHITECTURE
Another way to reflect on architecture. Between videos, meetings and famous aphorisms.

 

UN (ARCHITETTO) ITALIANO A… By Laura Ragazzola for Matrix4Design
4 short films of about an hour to know LOT-EK studios with Ada Tolla and Giuseppe Lignano, New York, BIG – Bjarke Ingels Group with Enea Michelesio, Copenhaghen, GG-loop with Giacomo Garziano, Amsterdam, and SNØHETTA with Tommaso Maserati, Oslo.

 

APHORISMS
The thoughts of great architects that help build a better world scattered throughout the exhibition hall.

 

EXHIBITIONS

PASSAGGI DI STATO. SUPERSTUDIO MAXI, IL CANTIERE DELLE IDEE. By Luca Gilli
The re-birth of Superstudio Maxi from an abandoned steel factory to a spectacular new exhibition center through the abstraction of his photographic language. Courtesy Paola Sosio Contemporary Art.

 

GIOVANNI GASTEL – UNEXPECTED WORKS 1982/2020
Videophotographic exhibition in tribute to the great photographer and poet who has recently passed away. The research work and the special relationship that tied him to the couple Lucchini-Borioli since the beginning of his career. Editing by Giuseppe Biancofiore. In addition: La Moda in Altro Modo, fashion history as seen by Flavio Lucchini, from the 60s to today, directed by Giovanni Gastel. Inspiration, video of Giovanni Gastel from the book by Gisella Borioli.

 

ART
Large sculptures in each Superstudio site as a symbol of creativity and a new museum that enhances it. The author is also our president.

 

FASHION BECOMES ART BECOMES DESIGN. By Flavio Lucchini
Artist, art-director, editor, architect, entrepreneur and founder of Superstudio. He made Divine, the great golden sculpture symbolizing beauty and creativity at the entrance of Superstudio Maxi.
The elegant Ghost, exaggerated clothes from which the body seems to fly away, and the Dolls, newpop artworks that speak of youth and bring cheerfulness, are also his creations.

 

PERFORMANCE
Dance as a universal language, as an interpreter of space and of those who occupy it. A poem to tell the place of creativity.

 

FLASHMOB. BODYINSPACE. By Susanna Beltrami, DanceHaus Academy and Hip Hop Department
A site specific and long durational performance, video dance and talks by 40 performers who for 5 hours do not stop and interact with space, opening up different techniques, languages and knowledge. On 5/6/9 September.

 

MONCUCCO STORY. S-U-P-E-R-P-O-E-S-I-A. By Ivan Tresoldi
He’s a street poet and well-rounded artist born in Barona district, where his own ArtAkademy is located. Ivan is active all over the world and has dedicated a poem to via Moncucco and Superstudio that is meant to be read and listened.

 

VISIONROOM – MEETINGS AND SCREENINGS PROGRAM
Talks, presentations, videos, short films in the cinema and conference little hall on the first floor.

1) In collaboration with IULM: A.I. (Artificial Intelligence) workshop and 2) Presentation contest Storie di Cose, short films telling the story of objects made by design students. 3) Final award ceremony, with the award of the prizes made available to IULM. First prize 3,000€, second and third prize 1,000 €.
4) Outsider, meetings with out-of-choir creatives.
5) La Moda in Altro Modo, movie of about an hour. Videostory on fashion and fashion publishing through the work of Flavio Lucchini, from the 60s to today. Directed by Giovanni Gastel.
6) Un (architetto) italiano a…, by Matrix4Design, meetings by Laura Ragazzola.
7) Zone 6 changes with us, video photos from the early 900 to 2020 about the changes that occurred in Tortona district with the contribution of Superstudio.
8) All Crazy about Rice. Press conference of the non-profit association Itaca to launch the next fundraising event for teenagers and young people with mental health problems (September 8th).
9) Presentation of the book, DESIGN SUPER SHOW 2000/2020, by Gisella Borioli.
10) Divine. A large golden sculpture becomes a symbol of Superstudio Maxi and the rebirth of Barona district. Video of the installation in work-in-progress.

 

FURNISHING
Useful elements where needed: an improvised support surface, a providential divider…

THE LOUNGE AND THE BUTLER. Courtesy Slide
5 lounge areas with furniture designed by Paola Navone, Marcel Wanders, Karim Rashid, Marc Sadler, Lorenza Bozzoli by Slide Design available for moments of meeting, reading, relax. Butler-small tables by Francesco Favaretto.

TRANSPARENT DIVIDERS. Courtesy NC Design group
Another product makes its first appearance at Superstudio Maxi. These are the Crystal Panel dividers, IMPEX polycarbonate printed with geometric graphics. Result of a profound reflection on space, work and daily needs.

FOR YOU
supershopping in love
Special charity sale of design objects that speaks of love and friendship.
With the participation of Slide Design, Gugliermetto-Experience, NC Design group with drawings by Giulio Cappellini and Sandro Fabbri. Proceeds benefit the non-profit association Itaca.

bookshop, design and art edit by Superstudio
The book DESIGN SUPER SHOW 2000/2020, The Vogue Lesson: from Fashion to Art, the limited-edition artist’s book Cahier by Flavio Lucchini and his autobiography Il Destino, the catalogue 1000 VASES and other publications edited by Superstudio on sale.

when food meets design. Temakinho for Superstudio Maxi
Contemporary Japanese-Brazilian food and bar service from Temakinho truck.

Design-Assistant. IULM students will inform visitors about the installation in the hall and will accompany them on Superstudio Maxi’s visit.

 

Superstudio Maxi’s collaboration with the nearby IULM University, with its international students, production of ideas, vivacity and availability, ensures an exchange of experiences and training and entertainment opportunities that will further enrich the cultural offer of Barona district. A collaboration that begins since the inauguration of the center, on September 5th, 2021, with the presence of different initiatives curated by IULM, such as a workshop on Artificial Intelligence applied to Fashion and Design, a contest to tell icons and essential objects of our time with creative videos, the presence of students as Design Assistant and more.

 

 


SUPERDESIGN SHOW-Extension 2021 at SUPERSTUDIO MAXI. The multimedial program DESIGN BEYOND DESIGN is a project conceived and curated by Gisella Borioli. Exhibit consultant Paolomaria Giannotti, operative director Massimo Varisco.
Thanks for their cooperation and cultural contributions: Ford, IULM University, Giovanni Gastel Foundation, DanceHaus Academy by Susanna Beltrami, FlavioLucchiniArt Association, Paola Sosio Contemporary Art, Matrix4Design.