DESIGN WEEK 2009 - APRIL 22/27

SUPERSTUDIO becomes
TEMPORARY MUSEUM FOR NEW DESIGN

Superstudio Più , Via Tortona 27
Superstudio 13 , via Forcella 13 - via Bugatti 9
April 22 nd - 27 th , from 10.00 a.m. to 9.00 p.m.

At our 10 th appointment with Design, we felt the need to renovate profoundly the exhibiting concept. To achieve this objective we rely on Giulio Cappellini, as art director, who was protagonist with us of the birth of the "FuoriSalone" phenomenon, supporting design research and innovation.

The first Superstudio was born in 1983 in via Forcella 13, with its several photographic studios and graphic services; the second, Superstudio Più, comes in 2000, with its wide exhibition spaces. Both of them have been the pioneers of the great change of the area, which has now become a symbol of Milan, thanks especially to the success of the Design Week. Therefore, aware of our origins, we present today a completely new project.

A strong statement, to contrast the global crisis with our commitment. Our aim is to recall the attention on Superstudio's proposal, according to its distinguishing characters of being both an exhibiting and cultural centre, supporting innovation and young talents. We want to differentiate ourselves from the other presentations in the area, to combine design with the worlds of fashion, cars, video and music. We bet on excellence, emotions, research and culture in order to create a temporary "museum" based on new ideas, considering that, with the 13.000 sq metres of its two locations, Superstudio indeed represents the largest and most appealing venue available in the whole area. This is our mission for 2009.

The new concept arises under the name of " Temporary Museum for New Design ", a place where companies, products and exhibition layouts are carefully selected through an attentive evaluation of the quality of the projects, the brand value and the ability of the designers to be innovative. In other words, an exceptional setting, where to develop impressive and interesting events and where top designers can present site specific installations in a museum-like environment.

"Temporary Museum for New Design" is leaded by an artistic board, directed by Giulio Cappellini and supervised by Gisella Borioli .

Superstudio's Temporary Museum for New Design, 2009 edition, in brief:  

Two Locations
Superstudio 13, in via Forcella 13 and via Bugatti 9, the historic photographic studios that represent the starting point of Superstudio's wide range of activities and, since 1983, the origin of the district of creativity, thanks to Flavio Lucchini and Gisella Borioli's intuition. Superstudio Più, opened in 2000 in via Tortona 27, the widest private centre in Milan for culture and exhibition, pumping heart of Tortona's district, where art, fashion and design find both a stable and a temporary location.

A prestigious art-direction
Giulio Cappellini , number one of the international design scene, rejoins Superstudio with an attentive art direction of the exhibiting concept, creating a true "temporary museum" of new design.

Less of a fair and more of a museum
A reality that can be perceived from the entrance, passing through the great arches and trees-sculptures introducing the Temporary Museum for New Design . Behind this sentence lays the new concept: no more stands but multiple "galleries", no more big logos on show, but discreet panels with the names of the companies and the titles of their exhibition, equal for everyone like in the art shows, no more generalist and purely commercial spaces, but site-specific installations, not only products, but also a reflection about the "culture" of the products.

Clear themes in each location
" International Panorama " at Superstudio Più, with prestigious international brands and important designers from all around the world, with projects that touch all declinations of the world of design. Among them, two interesting group shows from two meaningful and opposite countries, north and south, Sweden and Spain: Svensk Form and Proyecto Abecedario.

"Discovering: other worlds, other ideas" in the Basement of Superstudio Più, dedicated to emerging countries and designers, where the fascinating rooms, ex General Electric's bomb shelters, host the projects Hidden Heroes , group show of maverick designers, Unexpected Objects , a selection of proposals by emerging designers and nations, and Young talents on show , 20 young designers selected all over the world by the editions of Elle Decoration Network.

" Italians: new perspectives ", dedicated to the proposals of the new Made in Italy, in the photographic studios of Superstudio 13 in via Forcella, composed and structured in different emotional installations. Among them the great exhibition, between art and design, by Costa Crociere , an extraordinary first-time presence at Fuori Salone, and the Spa Design section, dedicated to the growing trend of wellness.

Art and design
With a wide range of museum-like installations, the contributions of contemporary artists and the total support of the exhibitors and partners to the new concept of the Temporary Museum for New Design, the path includes high impact presences. Among them, besides the already mentioned exhibition curated by Roberto Recalcati and Sandra Casagrande for Costa Crociere with artworks by international painters and sculptors on the new ship Costa Luminosa, the intervention of the eclectic artist Felice Limosani with a magnetic and multimedia installation for Adidas Originals. Moreover, Flavio Lucchini 's graphic and artistic interpretations of the name Superstudio, realized on wide 3x3 panels in collaboration with Jannelli&Volpi, contaminations between art and design with the young artist Filippo Centenari for ZeroZero Design, the emotional kaleidoscope created by Vicente Garcia Jiménez for Foscarini, the poetic little church by Alessandro Guerriero and Riccardo Dalisi for Naba, which will be decorated with affective objects of famous and unknown people and the installation of Maison Veuve Clicquot Ponsardin presenting the exhibition "Out of the Box" with works by Tom Dixon , 5.5 Designers and Front Design artistically interpreting the gift-box.

Meetings and culture
Numerous occasions to get to the heart of it. Every day the Openspace hosts Around 30 , brief 30 minutes interviews, broadcasted on Sky and on the web, to get to know the new thirty-something generation that is changing the international design scene.

In Costa Crociere's space, meetings with artists and curators like Mario Donizetti, Flavio Lucchini, Nicola Salvatore, Stefano Pizzi. Meetings and presentations about the wellness phenomenon in SpaDesign's space. Bookstore Skira with the last publications on design. Inside it, it is also possible to buy the artistic T-shirt created for the occasion by Feeldude based on a drawing by Stefano Barboni. Moreover, Design-Book , photographic set at Superstudio 13, to portrait the face of the international contemporary design, in collaboration with Associazione Nazionale dei Fotografi Professionisti. Photos will be online on www.design-book.org.

Superstudio Total Village of Design
For the first time, also Superstudio Più's upper floors, usually fashion show-rooms, become exhibiting spaces. On the first floor, inside La Perla's show-room, De Ponte Studio presents the sensorial installation "Skin", exploring the soft qualities of architecture starting from the versatility of surfaces; the Relax Room by Gas is a space for interaction and exchange, where guests can recharge their batteries and regenerate their spirits. At the second floor Alberto del Biondi Industria del Design presents the exhibition "Nerocarbonio", a review on unique objects and pieces realized in carbon. On the Roof, with a breathtaking view of the ex-industrial Milan, SuperstudioCube , internal-external space for parties, soirées and theme meetings under the stars, in collaboration with Peraria.

Exclusive catering improved and qualified
Inside both locations of Superstudio, several bars and restaurants, under the guide of the chef Fabio Baldassarre, hired by Convivium, general banqueting of Superstudio, for the supervision of the catering. Dada Café , renewed in the furnishing by Slide, offers Milanese plates, with a choice of risotto and other local proposals. At Caffè Italiano , inside the exhibition hall of Superstudio Più, you can taste coffee and little sweet and savoury specialities. Mediterranean menu at Superstudio Café , designed by Michele De Lucchi, at Superstudio 13, and bio-vegetarian plates at La Cucina dell'Orto , in the parking in front of via Forcella transformed for the occasion into a garden. Moreover, Elle Decor Caffè , in Diadora's spaces, on the first floor of via Tortona 27.

On show at Superstudio Più ADIDAS ORIGINALS, ALCANTARA, ALL+, ARIK BEN SIMHON , BRAND VAN EGMOND, CORO, COSENTINO/SILESTONE, DAVID TRUBRIDGE, DCS - design composites solutions, DESIGN APPARAT, ELLE DECOR INTERNATIONAL, FLOOR TO HEAVEN, FLORA, FOSCARINI, IBEBI DESIGN/INFLATE, JOO, L'ABBATE, LINTELOO /Verden , MAOS CONTEMPORARY ART, MODULAR LIGHTING INSTRUMENTS, MOOOI, NIKA ZUPANC, Nobody&Co/Bosa/Timorous Beasties , PERFORMANCE IN LIGHTING/ATELIER ITALIANO, PHILIPS LIGHTING , PLANIKA, PLUS+ BY TAKE!DEA, PROOFF, PROYECTO ABECEDARIO, PULSAR, SERHAN GURKAN, SLIDE, SÖDRA, SVENSK FORM, TIAZZOLDI-NUOVA ORDENTRA/BENAMOR DUARTE ARCHITECS, TIVOLI AUDIO, TOM DIXON, UNTITLED (FAB)/URBAN-FX, VALCUCINE, VEUVE CLICQUOT PONSARDIN, WYSSEM & CÉCILE NOCHI, YOMEI .

On show at Superstudio 13 ADREANI/BENCORE, COSTA CROCIERE, DEJAVU HOME, HHD HOLIDAY HOMES DESIGN, PETRA ANTIQUA, SPA DESIGN BY MY EXHIBITION, ZEROZERO DESIGN.

With the patronage of Comune di Milano, Assessorato Attività Produttive and of Comune di Milano, Consiglio di Zona 6.

CONTACTS:
Head of Communication and Press Office - Superstudio Group e Superstudio/Design Week
Chiara Ferella Falda | designweek@superstudiopiu.com
Tel: +39 02 422501 | Fax: +39 02 475851 | Mobile: +39 335 1080528
Press Office Superstudio/Design Week
Nicoletta Murialdo | designweek@superstudiopiu.com
Mobile: +39 339 5318579