Fuorisalone

Seeking cheerfulness

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Milano Design Week, Fuorisalone & Brazil in Milan

Cheerfulness was the topic some of the installations explored for the Fuorisalone. But you could feel a lively atmosphere throughout the town during Milan Design Week.

In fact, the need for cheerfulness seems a necessity in current times. After the pandemic, the war, the energy crisis, and waste overgrowth, uncertainty is the new normal. Of course, this state of permacrisis brings a constant struggle. So we need beauty to elevate our moods and soothe our souls.
And in search of beauty, we visited the Milano Design Week with Thami, our little niece and staff member, and some friends.

Fuorisalone: Alcova

We enjoyed Alcova at “Ex-Macello”, where 90 designers, companies and institutions featured their projects, exploring a different and complementary direction of contemporary design practice.

Cheerfulness: Brazil in Milano

Then we went to Università Statale, where the INTERNI Design Re-evolution project took place. Among many other colourful or nature-inspired installations, there was a whole corner featuring Brazilian designers. “The space is meant to be a celebration of the harmony between nature and architecture, combining natural and technological elements in a project that explores new design possibilities through Brazilian natural rocks.”

Also, we visited Rossana Orlandi. The gallery was full of amazing design objects and exquisite furniture elements. There, we entered a tiny multicoloured room which reflected a vibrant energy. Named “Everyday Paradise”, it was a source of bright colours featuring flowers, birds, and people’s portraits, a joy for the eyes.

Cheerfulness
“Everyday Paradise”: arts & crafts from Alagoas, Brazil

Here, we met the curator, Lili Tedde, who developed this project in collaboration with Lidewij Edelkoort. The project, Lili Tedde explained, promoted artists from the Alagoas region, Brazil, who made by hand all the arts & crafts by using different techniques: painting, sculpting, carving, and embroidery. Since Thami has Brazilian origins, they exchanged a little chat in Portuguese. But Thami didn’t expect it, and we saw her feet turning inwards with her cheeks reddened. By the way, the set-up was energising and mood-boosting!

Needless to say, sustainability slogans were everywhere! Most of them pointless. Did companies consider the impact of the enormous structures? Materials, transport? And what will they do after dismantling them?

Eventually, we appreciated “Everyday Paradise”, the message that tiny room promoted: positivity expressed through arts and crafts. Indeed, rooted in Brazilian culture, cheerfulness brings a positive attitude towards life. And that beautiful art collection was like a breath of fresh air. Beauty will save us!

Milan Design Week 22

Signs of a recovery

Milan Design Week 22 is over, and even if the weather was too hot, it was nice to see the town alive again. Some say it was not as crowded as in the previous editions, but many tourists came for the occasion from everywhere.

When they were interviewed by the press, the industry professionals said they placed orders during the exhibition, something that has not happened for a long time. Therefore, they noticed positive signs of a recovery after the pandemic.

By the way, starting from the first editions, the events held for the “Salone del Mobile” and the “Fuorisalone” created a lively and refined atmosphere in town. Much better than the fashion week, almost pointing out that the design audience is more cultured than the fashion crowds. Which is unsurprising considering how fashion has lowered the bar so far.

Milan Design Week & Fuorisalone

Milan Design Week

However, among the places we visited, our favourite was the Flos’ location at the “Fabbrica Orobia.” Here we saw beautiful setups in a stunning multi-experience venue. Titled “See the stars again”, the event celebrated its 60 years of activity.
In order to show their outdoor lightning system, they have recreated a fabulous garden in one of the rooms. While people walked next to the plants, the lights changed colours. Amazing!

Needless to say, sustainability was one of the big topics at the Milan Design Week 22. But, of course, there was a lot of greenwashing. Indeed, same as in the fashion industry, it is clearly the marketing game of our times. You cannot sell a single pin if you don’t put a sustainable label on it.

But the first question that jumps to our mind is: how can huge events be sustainable?

And what does it mean to sell sustainability when there is no factual guarantee? Or any clear regulation?