Special Newsletter Milano 2013

Dear Readers,

next week Milan will - for five days - become the hotspot of the world of design once more. Also this year countless showrooms and temporary exhibitions - besides Salone del Mobile and Euroluce on the fairgrounds in Rho - will open their doors in the city. You will find a first preview of the most important events in this newsletter.
Further, the Architonic Guide Salone del Mobile 2013 selects the best features on the fairgrounds and in the city and works as an effective assistant for you to prepare your stay in Milan. It is now ready for you to download. Of course Architonic will also be in Milan for its tenth anniversary. Come and visit us in our Concept Space IV at booth D27 in hall 15!

And here's a brief overview of the contents of our Special Newsletter Milano 2013:

  • Frame Moooi Award 2013
  • Milan 2013: Design Hones its Craft at Brera Design District
  • EDIT by designjunction
  • Gisella Borioli Presents Superstudio’s Temporary Museum for New Design
  • New App: Best Sofa & Armchair Design


Get inspired!

Your Architonic Team

Zurich | Milan | Barcelona | Berlin | Cologne | Copenhagen | Stockholm | London


Frame Moooi Award 2013



For the second year during the Salone del Mobile, interior design magazine Frame and Moooi will present the Frame Moooi Award, sending one designer home with a €25,000 grand prize. The award is presented for a furnishing or lighting fixture designed for a specific location, chosen by Jana Scholze, Curator of Contemporary Furniture at London’s Victoria and Albert Museum. Scholze will personally award the winner on Wednesday April 10 during a ceremony and VIP cocktail, held at Area 56 (Via Savona 56 – 20.00), by invitation only.

In addition to an exhibition of the finalist’s work – open throughout the week at Via Savona 56 – Frame and Moooi will host a panel on 11 April at the same location. The panel will be held from 13.00 to 14.00 on the topic of the ‘Future of Design’. Panellists will include Jana Scholze; Robert Thiemann, Editor-in-Chief of Frame magazine; Marcel Wanders, founder and art director of Moooi and the winner of the award. Admission is free.



Milan 2013: Design Hones its Craft at Brera Design District

Looking, now more than ever, for ways of adding value to its products, there’s a renaissance of craft-based thinking within design manufacturing taking place. Where better to see this trend presented and discussed than in Milan’s leading design quarter, Brera, which has long been the cradle of artistic expression and craftsmanship?


Sanitary design manufacturer Geberit has chosen to return to Brera this year, showing at the Museo Minguzzi; photo Patrick Tomei Neri for Brera Design District 2012

Long popular with tourists for its cobbled streets, restaurants and resident fortune-tellers, you don’t need the gift of prescience to see what’s happening in Milan’s Brera quarter. The past few years have witnessed the area become, beyond the annual Salone del Mobile, a highly credible design destination in itself, thanks to the many high-end design brands that have chosen to set up their showrooms in this historic city neighbourhood. And it’s a trend that looks set to continue.


Design brand Moroso's showroom on the via Pontaccio will be transformed by Patricia Urquiola into a dynamic installation called ‘The Revolving Room; photo Patrick Tomei Neri for Brera Design District 2012

Yet it’s fair time in April that truly sees the Brera Design District – the banner under which these premium-segment manufacturers, together with other quality-name brands who temporarily exhibit in a number of architecturally intriguing venues, join forces – come into its own, offering visitors a design experience that’s greater than the sum of its individual parts. The 2013 edition, the fourth, is setting its sights even higher than last year’s programme, which saw a remarkable 100,000 design fans flock to the area.


EDIT by designjunction


designjunction has now established itself as the leading destination for contemporary interior design held each year during the London Design Festival. designjunction is set to launch a Milan edition of the show in April 2013.

EDIT will be a carefully curated exhibition, featuring a select group of global brands with a focus on quality, authentic design. Leading international brands will be presented alongside live workshops, installations, pop-up eateries and high-end design shops. EDIT will be shown within the striking La Pelota venue, a renowned space which over the years has housed some of the most creative and inspiring events in Italy. This landmark building, positioned in the fashionable district of Milan, is the perfect location to continue designjunction’s growing reputation for presenting world-class design in urban, industrial environments. EDIT by designjunction is set to be a major destination at this year’s Milan Furniture Fair.



Gisella Borioli Presents Superstudio’s Temporary Museum for New Design



Describing what Superstudio’s Temporary Museum for New Design has become, in what is now its 5th year, is a bit like tracing the evolution of this sector over the last decade, and along with it society, of which the events staged by Superstudio have always been a mirror. Let’s try to do it with an ABC of creativity.

A for Art, in its contemporary form, an essential component of all the installations and of the route we will follow, which takes us through exhibitions of a museum flavor and through art interactions, with the presence of artists of international standing who have created site-specific avant-garde works that hold a dialogue with the space and with design.

B for Beauty, which underpins all the aesthetic choices made by the Temporary Museum, but is also a cue for the idea of offering a temporary but real and functioning Beauty Salon, in which you can make over your look free of charge with the help of famous hair designers, seated on the armchairs Stefano Giovannoni has designed for Maletti; an initiative carried out in collaboration with L’Oréal.

C for Container, an easy and eclectic element for economic structures, quick to erect and flexible in their use. Three real examples in the courtyard, with the containers of ZAVA, Marshal Office of the Wielkopolska Region and the modular house created by Betina Gomes for Itinerant Structures, plus an exhibition of photographs of examples from various parts of the world in the Basement...



New App: Best Sofa & Armchair Design



Just in time for Salone del Mobile 2013 in Milan, Architonic launches the Best Sofa & Armchair Design app which presents more than 5,000 seating products for indoor and outdoor lounge areas. The app only displays products from premium segment brands.

For each product you will find images of product variants and typical applications, as well as the possibility of sending direct enquiries about catalogues, prices and stockists. Many products are also presented within the framework of projects by international architects. The intuitive navigation by product group, manufacturer, designer or free text search provides you with fast search results anywhere and at any time. As a result you can use the app either as a private design enthusiast, or for business purposes as a planner or architect. 

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