Brera Design Week will begin on 8 April, one day earlier than the Salone del Mobile, as it is the Monday that anticipates the Rho event, a full day completely dedicated to the Fuorisalone. Instead, Sunday the 14th will close the Milanese exhibition, concluding a panel of events and appointments that today already amounts to 150 initiatives; a number inevitably destined to increase and which aims at reaching the record figure of last year, when there were 210 events and 395 exhibitors.
This is just the first of the many new things that await us for the upcoming, not to mention, the tenth edition of the Brera District’s Design Week (directed by Studiolabo), presented in a preview at the press conference held yesterday.
The common thread that guides the festival is the theme, “Design your Life”, a reflection on how the design approach, if adopted also in daily choices, can improve life, increase happiness and reduce stress. “Just think of the value of the error in designing – says Paolo Casati, Creative Director of Studiolabo – recognised as a foundational element of a research process; on the contrary, in everyday life it is seen as a catastrophe. ‘Design your life’ is therefore an invitation to design one’s own life.”
Connected to the Design Lessons prize, ten different interpretations of the main theme (each identified by a different keyword) are offered by as many Ambassadors: professionals, designers and researchers, who reflect on the theme of the design related to sustainability. Among these, Mario Cucinella, Daniel and Markus Freitag, Aldo Cibic, Ben Sheppard. These ten vertical contents will mark the time from April to the upcoming Brera Design Days.
There are also many supporters of the Milanese district project, starting with Edison, Rado (this year’s official timekeeper of the Fuorisalone) and Iris Ceramica Group is participating as main sponsor, as well as a protagonist in Brera with the installation MateriAttiva, the result of collaboration with the SOS School of Sustainability and Studio MCA.
And speaking of installations, the heart of the exhibition remains the Brera Design Apartment, this year designed by Cristina Celestino: the designer has created the interior design project ‘Planetario’ for Besana Carpet Lab, where the protagonist is the new carpet collection she created for the company: “The imaginary of the sixties and seventies is back, where the protagonist material was wall-to-wall carpet – explains Cristina Celestino – I imagined a fluid space: textures, colours and surfaces are protagonists; on the other hand, the furnishings are sparse, designed ad hoc and covered with carpets and fabrics.”
This location will also host a series of formats dedicated to the world of design, art and communication; and so there is Canvas Talks with Casa Canvas; Coffee Room with Casamenu; How to be digital with Simple Flair; Design Date with Laura Traldi; Kitchen tools with Andrea Vigna.
To discover the Italian and international brands participating in the initiative, the over one hundred showroom protagonists, and the same number of initiatives on the calendar, visit the website: breradesignweek.it and breradesigndistrict.it.
