15/04/2011

MUSEUM NUMBER 3 - Temporary Museum for New Design April 12th-17th

Three years ago it seemed a crazy notion the idea of Gisella Borioli, CEO of Superstudio Group, to rename "Temporary Museum" the event, mainly devoted to business opportunities, which since 2001 has been hosting at Superstudio Più those design companies that chose to exhibit in the Tortona area, turned into the exhibition area complementary to the "Salone del Mobile" held in Rho, Milan.

It seemed crazy to place a contemporary museum as a reference point to build an exhibition with several brands, each with a quite precise and different identity and ask them to make a sacrifice by confining themselves into long and mysterious "galleries" instead of opening into wide stands, by giving up the giant external logos and replacing them with sober and uniform signs, by committing themselves to an artistic exhibition more likely to cause amazement than business, which aims at promoting more the project than the product. It seemed an absurdity the ambition to create an iconic, different, reflective, catchy, changeable, welcoming space, more similar to a museum although only temporary, than to a fair. But with the collaboration of Giulio Cappellini, brilliant and meticulous talent scout of smart people and beautiful things, as her partner and art-director, the project could be fulfilled.

The Temporary Museum for New Design of Superstudio, now celebrating its third year, is a success to be followed. All the companies on exhibition have become protagonists of the renovation and have worked to the utmost by introducing their new proposals within vibrant contexts and unusual installations. Every "gallery" conveys a true emotion that will move you. Starting with Canon, which with a graphic-artistic intervention starting from the outdoor (see picture) announces its pavilion where lights, videos, sounds tell us about the future of technology. The installation combines the talents of two teams of creative people/designers: the "Hikari no Shokki" (The Light Frame) by Torafu Architects on which float the images of "Hikari no Junkan" (Circular Light) created by the visual design studio WOW.

www.canon.com