L'Italo-Americano

L'Italo-Americano THURSDAY, APRIL 18, 2024 www.italoamericano.org 4 M i l a n i s w h e r e c r e - a t i v i t y thrives and evolves. It's the heartbeat of design and the Salone del Mobile is the gateway to immersing oneself in the future and in beauty. "Evolution and Inno- v a t i o n " a r e t h e d e f i n i n g themes of the 62nd edition of this event, which began as a trade fair in 1961 during a time of economic boom and significant reconstruction. Today, it stands as the quin- tessential narrative stage for c o n t e m p o r a r y d e s i g n . T o miss it is to be out of step with the market trends, aes- thetic preferences, and the evolving directions of pro- d u c t i o n . M a r i a P o r r o , p r e s i d e n t o f S a l o n e d e l Mobile.Milano articulates it best: "Seizing new trends involves evolving an entire sector by engaging and lis- tening to communities both near and far, identifying new methods, and experiment- ing. We aim to remain at the forefront of design innova- tion." Milan not only showcases t h e e x c e l l e n c e o f I t a l i a n craftsmanship on a global stage but does so with a fresh and daring approach, step- p i n g " o u t o f t h e b o x " — a n e c e s s i t y f o r c o n t i n u o u s innovation and evolution. According to the organizers, m e e t i n g t h i s c h a l l e n g e requires vision, attentive- n e s s , a n a l y t i c a l p r o w e s s , enthusiasm, curiosity, and a b l e n d o f r e s i l i e n c e a n d adaptability to drive benefits a c r o s s t h e e n t i r e d e s i g n ecosystem, all while support- ing the ecological transition that is integral to modern avant-garde movements. Attention will be given to water, the environment, and the sustainability of mate- rials, but also to cutting- e d g e t e c h n o l o g i e s l i k e high-tech, artificial intelli- gence, and virtual reality, w i t h o u t o v e r l o o k i n g t h e "human-centered" philoso- phy. This approach shifts f r o m m e r e l y s h o w c a s i n g products to engaging visitors and exploring the interac- tion between design and its users. T h e v e r y l a y o u t o f t h e Salone, redesigned by Lom- bardini22, leader in Italian architecture and engineer- ing, has been reconceived u s i n g n e u r o s c i e n c e . T h i s redesign aims to enhance t h e v i s i t o r e x p e r i e n c e b y a n a l y z i n g n e u r o l o g i c a l , emotional, and perceptual responses to various path- ways. The new ring-shaped layout is more intuitive, eas- ier to navigate, and more m e m o r a b l e , a l t e r n a t i n g exhibition spaces with cul- tural installations and rest a r e a s t o m i t i g a t e t y p i c a l m u s e u m f a t i g u e . F o r instance, visitors can now cover all exhibits by walking just 640 meters, a signifi- cant reduction from the pre- vious 1.2 kilometers. T h e n e u r o s c i e n t i f i c approach not only pushes the brain beyond its "com- fort zone" but also guides choices towards art, culture, and aesthetics, which can powerfully open minds and foster innovation. Conse- quently, the exhibition will feature new experimental forms designed to engage v i s i t o r s . T h e r e a r e t h r e e major installations to high- light. The first, "Interiors b y D a v i d L y n c h : A T h i n k i n g R o o m , " i s curated by the famed direc- tor known for exploring the subconscious. This installa- tion offers "thought rooms" envisioned as symbolic por- tals through which atten- dees can deeply engage with the event, experiencing how interior design is intimately connected with the personal depths of those who inhabit and shape these spaces as e x t e r n a l e x p r e s s i o n s o f themselves. The second installation, " U n d e r t h e S u r f a c e , " d e s i g n e d b y A c c u r a t , Design Group Italia, and Emiliano Ponzi, address- es the current state of bath- room design with respect to water sustainability. It pro- m o t e s a m o r e t h o u g h t f u l interaction with this vital r e s o u r c e a n d e n c o u r a g e s conscious water use through an immersive underwater- t h e m e d d i s p l a y , d a t a o n global water consumption, and the integration of green, ethical technologies. Clearly, this event transcends the typical trade fair that merely sells home goods. I n t h e h e a r t o f EuroCucina's biennial, artists, designers, and chefs from around the globe will converge to share insights on ingredients through dis- cussions and taste experi- ences. The program, titled "All You Have Ever Wanted to Know About Food Design in Six Performances," will challenge participants to t r a n s c e n d t r a d i t i o n a l b o u n d a r i e s a n d e m b r a c e innovation. The Milanese week dedi- cated to furniture and decor, extended through Fuorisa- lone events, truly offers an exceptional cultural propo- sition, replete with stimulat- ing and immersive experi- e n c e s . P o r r o e l a b o r a t e s : " N e u r o s c i e n c e , a r t i f i c i a l intelligence, innovative for- mats and pathways, a cohe- sive yet widespread cultural initiative spanning consis- tency and multidisciplinari- ty; David Lynch's thinking r o o m s , t h e S a l o t t o N Y installation that brings us underwater, a blend of poet- ry and statistics, the cutting- edge of the bathroom indus- try, along with discussions featuring numerous guests and the visionary perfor- mances of artists and food designers. Everything has been thoughtfully designed t o p r o v i d e v i s i t o r s a n d exhibitors with an excep- tional experience in terms of both content and context, an experience that is impossi- ble to replicate anywhere but here at the Salone di Milano. This event is essen- tial, and extends beyond a single week to encompass the entire year, propelled and enriched by our inclu- sive digital platform." " D r a f t i n g F u t u r e s : C o n v e r s a t i o n s a b o u t Next Perspectives" will g a t h e r s o m e o f t h e m o s t interesting personalities of our time, whose virtuous p r a c t i c e s a r e l a y i n g t h e foundations for a more con- scious future. Among the many participants are Fran- c i s K é r é , w i n n e r o f t h e Salone del Mobile 2024: art, sustainability and Made in Italy BARBARA MINAFRA NEWS & FEATURES TOP STORIES PEOPLE EVENTS CONTINUED TO PAGE 6 Piazza Gae Aulenti, Milano Salone del Mobile.Milano 2024. Where Experience Evolves (Credit: Publicis Groupe)

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