10/04/2008

SUPERSTUDIO PIU' BECOME A "TEMPORARY MUSEUM FOR NEW DESIGN" UNDER GIULIO CAPPELLINI'S PRODUCTION

Outside the lively chaos of the Fuori Salone in the myriads of the locations spread all over via Tortona neighbourhood. Inside, beyond the gate of Superstudio Più, in the heart of the creative district, a calm and exclusive oasis, where selected international designers and projects reveal the particular attention to the best quality.
Gisella Borioli, Superstudio Group CEO, put in Giulio Cappellini's hands the direction of the event, in order to change the image of the event, according to the idea of Cultural, Experimental, and Excellence Centre, something like a "Temporary Museum for New Design".
White buildings punctuated with big, red cubes that function as signs and stand at the welcome desks. Black asphalt and white carpets indicating the path. No visible logos, no visual cacophony: all exhibitors, like in a museum, must conform to a precise, external aesthetic choice of elegance and rigour.
They are all significant representatives of the best design, carefully chosen following criteria of excellence and depending on the project interest. Each Company was requested to realize a sort of "room" and to think about a title summarizing its content, just like in a museum for an exhibition of conceptual art. Fuori Salone at Superstudio, from April 16th to the 21st.