Tortona, the rock’n’roll side of the Fuorisalone

More than 20 international projects on exhibit, 60 designers, and 50 companies: these are the numbers from the 2019 edition of one of the most attractive trade shows in the world. Spotlights are on the IQOS World revealed project by Alex Chinneck

IQOS WORLD revealed by Alex Chinneck
IQOS WORLD revealed by Alex Chinneck

Where the Fuorisalone was born. Preparations for the 2019 edition of Milano Design Week have already begun and Tortona is set to be one of the trade show’s main locations, with a wide and varied range of participants: 20 international projects on exhibit, 60 designers, and 50 companies will animate the exhibition, highlighting new and more sustainable lifestyles through installations that focus on environmental design.

According to the organisers of Tortona Rocks, design must repeatedly contend with the evolution of social, technological, scientific, communicational, and emotional landscapes, in which it is constantly called upon to perform a proactive role, rethinking some of its paradigms.
It is within this context that the multi-dimensional environmental design project by British artist Alex Chinneck for IQOS is inserted. Opificio 31 will be the location of Chinneck’s installation: a highly evocative environmental installation and site-specific environmental project in which the architecture of the buildings in front of the former manufacturing area will be the protagonists, while inside them sculptural groupings will subvert visitors’ perceptions.

IQOS WORLD revealed by Alex Chinneck
IQOS WORLD revealed by Alex Chinneck

The program of events is curated by Milano Space Makers, which has chosen to entrust the proposal of concrete solutions for safeguarding the environment to the exhibit Join, a five-day exhibition by Norwegian Presence, and to the students of IED and their installation Under Pressure. Without forgetting the Belgium is Design collective and the exhibition Generous Nature.

Affinity in Autonomy by Sony Design: Envisioning the relationship between humans and roboticsAffinity in Autonomy by Sony Design: Envisioning the relationship between humans and robotics
Affinity in Autonomy by Sony Design: Envisioning the relationship between humans and robotics

Among the highlights of Tortona Rocks is also Affinity in Autonomy: Envisioning the relationship between humans and robotics, a project by Sony Design which investigates new technological scenarios.
Hyundai, in collaboration with Monocle, is at the Opificio 31,  offering a greener vision of the future through the exhibition Style Set Free which represents the car of the future.

 Finally, at Via Savona 56, Peugeot Design Lab, participating for the third year in a row, is present with a project entitled #Unboringthefuture, while Citroën presents Maison Citroën Centenary Edition, an installation curated by Matteo Ragni Studio.

Vestre, Cycle Bicyclerack © Trine Hisdal
Vestre, Cycle Bicyclerack © Trine Hisdal