“The pandemic and related limitations do not have to imply a communication gap.” This is the premise behind the 3rd edition of Interni Designer’s Week® Milano, from 12 to 23 April. Milan, aided by the shift of the region to “orange alert” instead of red, comes back to life, at least in the customary streets and squares of design. Over 50 companies have responded to the call for participation, together with over 100 designers for 12 days of presentations and talks (virtual and physical).
The initiative puts the city and its protagonists back at the center of attention, in a moment that would normally see Milan as an international destination par excellence, in the key month of activities for Italian and global design.
“The design system has always looked to Milan as a reference point for the presentation of new products, during the Salone and the FuoriSalone, precisely in the month of April: so we should not lose this central role,” says Gilda Bojardi, Editor of Interni.
One case in point is that of Tom Dixon, who on Tuesday the 13th will launch his “24 Hours in Milan” to present new products and to pay tribute to the 60th anniversary of the Salone del Mobile. Audi (Main Partner of the project, together with ENI) will offer the world premiere of the new Q4 e-tron in the installation “United for Progress” by MC A Mario Cucinella Architects inside the BAM-Bibilioteca degli Alberi Milano.
“We will be protagonists, together with the design companies that are setting up their showrooms with new collections and products; over 50 brands have gathered, and the resulting map will undoubtedly create appeal for international players: considering the fact that many installations will remain on view until May or June, we hope they can have this experience in the months to come – Gilda Bojardi explains. – We believe that the pandemic cannot put a halt to creativity, production and communication.”
So in that case: talks, presentations, digital communication and a printed guide on paper, to put Milan back in the spotlight.