72 Hours in Milan

Milan Design Week is not a trade show but an event. This gargantuan show takes place each April in Milan and is an endless round of shows, parties, exhibitions and events that spreads out all over the city. Designers young and old come to Milan from all over the globe with their sights set on making a name for themselves or with hopes of their prototypes being put into production. Established designers push the design envelope with the innovative processes and materials.
Upon first looking at the map provided, I had a panic attack- How will I see it all; more important where do I start? This is a daunting task, even for a seasoned trade show attendee. After a deep breath, I forged ahead. After all, this is the most important week all year for design. Here’s how I spent my 72 hours in Milan.

I Saloni Internationale del Mobile is promoted as the main event and held at the Rho fairgrounds in the outskirts of Milan, 45 minutes from city center. It is an architectural gem made up of 8 buildings flanking the Corso Italia. (One thing you learn very quickly is the intense national pride Italians have.) I didn’t waste a lot of time in the halls but headed to the contemporary design pavilions; Euroluce, the biennial lighting fair and Salone Satellite, showcasing young talent.

Surreal Sizing Walking around the Fair, object after object was blown up out of proportion. Marcel Wanders's lamps, Philippe Starck's vases and Studio Job's giant tea service were all primly traditional in style, but wildly exaggerated in size. Even booths showing traditional Italian Baroque looks punched up their sizing.

Mantellassi called on Studio Memo to develop a collection of sofas and accessories surrounding a central theme of reinterpreting old structures with of innovative techniques on leather, fabric, metal and crystal.

Curate/Edit Though Italian design borders on minialmism and god knows you have to wade through a sea of black or white leather sofas; It was back to basics at the Fair. Paring down seems to be a reaction to the proliferation of product and innovations.

It's a move to what some forecasters are calling the Nu Austerity. New introductions had a overriding sense of the elemental.

Driade- The cream of the crop introduced new products for Driade at the fair and at their store in central Milan. Philppe Starck introduced Frame, a mahogany framed mirror /bookcase with swivel shelves and Moore, an armchair on a swivel base of laquered nylon. (It's actually very comfortable)

Euroluce
Milan plays host to this lighting fair every other year, manufacturers present their latest and best.

Aqua Creations- The beauty of the moon through clouds light fixture is made of thin glass pieces wrapped in a polymer skin. The glass veins build up an organic shape inspired by mountainous landscape and the skin gives the effect of moonlight through the clouds.

Salone Satellite
Over 500 emerging talents in 187 stands were shown in Salone. This really affirms what Milan is all about- bringing young creative talent to the attention of manufacturers to ultimately get their work into production. The exhibition, “A Dream Come True” marked the 10th anniversary of the satellite. A where- are- they- now exhibit of products and designers who participated in the past satellites and have had their prototypes produced by the world’s most prestigious manufacturers

Front mounted the Normal but Strange exhibition off- site with a chest of drawers that defies gravity. It was a recurring theme among both young and established designers. This version by a young Japanese designer at Salone Satellite drew crowds

" dining is and always was a great artistic opportunity..." Frank Lloyd Wright

Food, dining and ritual brought all kinds of inspiration. Antipasti was student exhibit mounted at Salone. While in/d design, a UK design cooperative,presented *much depends on dinner, a collection of everyday objects that we take for granted, reintrepreted to create a modern day communual experience.

Sweet and Heady named after a line in the song Lilac Wine was commissioned for a client - an obvious connection between the ritual of eating and the design's composition.

Teashot Family's Lace Leg and Laced Tables


ULRIKA ELOVSSON's Wing- a hoistable curtain made of

buckram and shirring tape.

Teobo Unit- Felt shapes that link together for curtains, dividers and lampshades.

The events around the rest of the city are really where the action is.
Zona Tortuna located in a warehouse district and centered on Superstudio is where the more intriguing and adventurous designers and companies exhibit. Loads of collaboration is seen with joint events, designs, parties and shared spaces. You can walk up and down the street ducking into exhibit spaces noted by large red round signs.

Unconventional Point of View
Milan Design is not for the faint of heart and you have to put preconceived ideas to the background and view the products with an open mind.

Jaime Hayon, new Creative Director for Lladro, presented this larger- than- life Pinochiccio for Bizassa Mosaics

Philippe Starck's Miss Lacy Chair for Driade

Clover by Rod Arad for Driade

I came away from Milan with two final thoughts. First, I was amazed at how deeply ingrained design is in the Italian way of life. Crowds at Zona Tortuna weren’t there for the parties, but to view and review the new offerings with thoughtful and insightful critiques . Sidewalks were crowded not with design aficionados or students but with families and their kids and seniors couples.
Second, was the incredible amount of access and availability of the world’s most prestigious designers. I was up close and personal with the likes of Philipe Starck and Jaime Hayon who were mingling with the attendees; answering questions and discussing design.