“Design Supports Research”: at the outset this was the name of the exhibition-event, later known as “Love Design®.” Today it works as an apt slogan, a statement of intent for a praiseworthy initiative that now returns for its 10th iteration, from 1 to 7 November.
Since 2003, the entire world of design has taken concrete action to finance Italian cancer research, in this project organized by the Lombardy Committee of Fondazione AIRC per la Ricerca sul Cancro and ADI – Associazione per il Disegno Industriale. Every two years Love Design® takes the stage, this time with an updated format and a wider range of personalities and brands.
The first novelty is a completely digital approach for this year’s edition, taking the event to a national scale: the website lovedesign.airc.it will welcome over 5000 design and fashion objects (with the latter included for the first time) provided by the brands of Made in Italy, an entirely online showcase of items available for purchase (at special prices). A true opportunity for authentic participation and action.
The proceeds are utilized for three study grants assigned to young researchers, each with a value of 75,000 euros. In its last nine editions, Love Design® has made it possible to raise over 2.8 million euros to support the goals of Fondazione AIRC.
This 10th event includes contributions from an even wider range of personalities and companies, including figures from the worlds of design, fashion and entertainment involved in the ad campaign (shot inside the headquarters of IFOM – Istituto FIRC di Oncologia Molecolare). Captured in the images by the photographer Angelo Ferrillo, with the collaboration of the stylist Maria Gentile, Antonio Aricò, Sarah Balivo, Clara Bona, Marco Castelli, Serena Confalonieri, Chiara Frigerio, Gnambox (Riccardo Casiraghi e Stefano Paleari), Tomas Ghisellini, Marco Guazzone, Paola Marella, Gilles Massè, Lucia Peraldo Matton, Gala Rotelli, Elena Salmistraro, Clara Soccini and Alberto Vanin.
Many names also take part in the Promotion Committee, as part of the organization of the event itself: Antonio Lupi, Ares Line, Caimi Brevetti, De Padova, De Rigo Vision, Fiat 500, Flos, Gucci, Kartell, Martinelli Luce, Milaura, Miu Miu, Molteni & C., PdiPigna, Poliform, Prada, Rimadesio and Safilo.
They are joined by other companies: A4ADesign, Alessi, Arper, Artemide, AVBM Arredi, B&B Italia, Calzificio Bonetti Giordano, Catellani & Smith, Cini & Nils, Collistar, Cristina Rubinetterie, Davide Groppi, De Castelli, Dedar, Desalto, Edra, Emu, Ermenegildo Zegna, Et Al., Etro, Ever Life Design, Fiam Italia, Flexform, Foscarini, Hermes, Industreal, Ken Scott, Living Divani, Luceplan, Magis, MDF Italia, Minotti, Moroso, Natuzzi Italia, NEMO Lighting, Pedrali, Pirelli, Ralph Lauren, Rivolta Carmignani, Slamp and Torri Lana 1885.
And also: Aliantedizioni, Irene Cannarella, Gallo, Le Creuset, Fratelli Levaggi, Lara Bellini, Le Moki, OM Visconti, Paravicini Milano, Pedrini, Piuma Care, Seletti, Slide, Technogym, United Pets and 23Bassi Home.
The event concludes with the drawing of the numbers in the Love Design® Lottery which makes it possible to raise more funds, putting 60 prestigious prizes up for grabs. All the points of sale of the tickets are listed at lovedesign.airc.it.