Superdesign takes the stage

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The 2019 Milan Design Week is approaching and Superstudio, one of its most popular and frequently visited events will be celebrating its 20th anniversary. This year the Superdesign Show event is being completely revised, codifying the latest trends and the most significant proposals through research work that has lasted all year.

After having launched the original “less event, more museum” format highlighting quality and excellence, the next edition of Gisella Borioli‘s project with art director Giulio Cappellini follows the traditional “only the best” mission with particular attention paid to the theme of Innovation & Tradition.

Tradition, heritage, craftsmanship, manual workmanship and organic materials are combined with innovation and the most advanced technology with a single goal in mind: simplifying and making our homes and cities smarter, more beautiful and more environmentally sustainable.

At the Superstudio Più in the Central pavilion a simple black and white path resembles a big city street with a large central square and a succession of arcades with elegant “boutiques”. Around them are free-standing buildings, national pavilions, installations, thematic exhibitions and emotive light displays, all the results of contaminations with art and fashion.

The various major brands will include Lexus International which is collaborating with the Rhizomatiks artistic visual and media collective. Visitors in the dark will have the opportunity to witness an exciting and enthralling light show created to immerse the public in the Japanese brand’s vision of the future of mobility.

Korean LG Electronics will introduce the world’s first roll-up OLED TV. As part of the “Redefine Your Space” exhibition visitors will have the opportunity to experience a new way of “looking” into a completely redefined aesthetic environment in a space designed by the established international studio Foster + Partners.

With “Design in the Age of Experience“, thanks to its collaboration with the famous architectural firm Morphosis and with the award-winning founder Thom Mayne and the architects Kerenza Harris and Eric Meyer, this year Dassault Systèmes will show how design thinking can answer the needs of urban environments in the 21st Century.

This year Giulio Cappellini is launching the special Superhotel project, an international hotel with well-established Italian roots that combines industrial products and made-to-measure top quality craftsmanship. A restaurant with differentiated areas presents a range of world cuisines while different types of suites, a large lounge and a gym complete the project.

Material ConneXion Italia, a network dedicated to materials, new technologies, design and sustainability confirms its presence once more at the Superdesign Show with three distinct projects: Smart City, Materials Village and the special “The Beautiful Side of Design” project which sees the involvement of big design names such as Giulio Ceppi and Matteo Thun & Partners.

National pavilions, contaminations between art and design and the usual collaborations with the great Japanese design brands, confirm the high quality of this Milan design week must-see event.
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Cristina Bigliatti

Cristina Bigliatti

«Sono una persona profondamente superficiale» e «seguo sempre la cosa più facile, perché se è la più facile, allora è anche la migliore». Scrivo d'Arte contemporanea. Dici di non saperne nulla? «Non ti preoccupare, non c'è niente che riguarda l'arte che uno non possa capire». (Andy Warhol)

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