THE NUMBERS OF A SUCCESS
An out of date Milan Design Week that began amidst difficulties and ended to everyone’s satisfaction. Thanks to the cohesion of the world of design and the desire to return to wish 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 the Rho Fair supersalone, 35,000 at the Triennale, 30,000 at Superstudio Più are important numbers that tell more than many words. They are the very positive response to those who strongly wanted this extra edition of the Salone and Fuorisalone to remind the whole world of the strength and attractiveness of Italian design and its international capital, Milan. The short time, the pandemic, the summer break, the uncertainty of the companies, canceled by the passion and courage of the organizers, by the “push” of the city authorities, starting with the Mayor Beppe Sala, the inventiveness of Stefano Boeri president of the Triennale and extraordinary curator of the exhibition at the Fair, they allowed the city to restart. To reinvent the exhibition formulas, to rethink the many showrooms, to fill up with curious and enthusiastic people, to bring hotels, restaurants, bars, taxis and other services back to better times.
Superstudio has also 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 the Oblong gallery ) and spoke on the phone with visitors, at the latest Lamborghini Countach unveiled with a play of lights by Carlo Ratti (co-author of the Italian Pavilion at ExpoDubai) at the other 11 curatorial exhibitions that touched on hot topics of living: new icons, women’s creativity, circular economy materials, dual-purpose furnishings, new production techniques, smart-home, open-air living, infinite creativity expressed by 1000 different vases, art interactions 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 Moncucco street, a place still unknown from the paths of design, 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 unpublished 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 they “designed” the space with bodies and movements, staging another way of being design.
As we hoped in the last edition of 2019, quality goes over quantity. The world of creatives thanks.