There are those who have really hung chairs and tables on the walls, taking literally the concept of “verticality” proposed by curator Stefano Boeri. Others have interpreted the given theme (the wall in fact) in a more traditional way, creating a small stand in front of them in which to display their products. Still others have used the panels to create real video or light installations. Finally, others have developed conceptual solutions worthy of an art or architecture exhibition.
If the added value of the Italian furniture industry is – as we often hear – creativity – the Supersalone held in these days at the Milan Fair (unedited, extraordinary version of the Salone del Mobile that we all know) has been a remarkable test bed for companies to demonstrate their ability.
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Creative freedom
And, as visitors, we can only appreciate the result. The curators of the project – in addition to Boeri himself, also a team of international professionals coordinated by him – created a simple and functional basic scheme (all in sustainable and reusable materials), which eliminated the traditional stands in favor of long walls interspersed with break areas to work or meet customers, then leaving it to the companies to personalize them.
Conceptual installations
Among those that most impressed us, walking around the pavilions, there is the space of Molteni & C, entrusted to Ron Gilad, who chose only one product, the iconic armchair by Gio Ponti D.154.5, and on it he built a concept, creating a sort of airplane cabin ready for take-off (note the symbolic aspect of the restart), leaving the presentation of the new collection to the images that slide on the portholes, which can then be visited in the showroom in the city and in the company one, in Giussano.
Also Giorgetti has devised a conceptual installation: a reflective technical wall bears the company logo, conceived on the occasion of the celebrations of its 120 years, and is the backdrop to the iconic Move rocking chair, designed by Raffaella Pugliatti, presented both in its entirety , both in a broken and suspended version that tells the moment when craftsmanship meets contemporary technological research. The exhibition itinerary is completed with a composition of twelve high-definition screens, which seem to float in the void. Each video reveals an aspect of the Giorgetti world, through the history of the brand and its collections, the shots inside the production site, the stories of the designers who collaborate with the company.