CS nhow Milano- future is nhow ENG - For further information: Ketchum – Press Office Sara Gatti/Benedetta Pavan Tel.: +39 02 62411911 e-mail: nh-hotels@ ! Communication Department

For further information: Ketchum – Press Office Sara Gatti/Benedetta Pavan Tel.: +39 02 62411911 e-mail: [email protected]

Communication Department Press Release

NHOW AGAIN PROTAGONIST OF THE

FUORISALONE WITH THE EXHIBITION future is nhow

future is nhow is the new design exhibition that will be hosted at nhow Milano

Via Tortona 35, April 12 to 17, 2016.

Milano, March 22nd – As per tradition, also this year nhow Milano, unconventional hotel of NH Group, confirms its participation to the Design Week, April 12th to 17th. nhow Milano shows again its vocation as exhibition centre and its role in the FuoriSalone, with its chameleon-like spirit that is expressed at its best during the Design Week. For the whole period, a number of exhibitors and hybrid events will be hosted, ranging from design to fashion, from jewellery to transport, from audio to video, involving the visitor in an emotional journey never disappointing and always surprising. An opening night upon invitation, on April 12th, will kick off the event. The exhibition, curated by Elizabetta Scantamburlo, Art Director of nhow Milano, sees design and fashion as the main protagonists, declined in different forms. The opening event is not the only evening appointment at nhow Milano. On April 14th this magical and creative box will be part of the Open Night Tortona Design Week. Stars of the future is nhow exhibition are the works of Italian and international designers, creatives who have renewed for years their participation to the FuoriSalone, mixed with artists who participate for the first time. Among the exhibitors showing here for the first time, Lufthansa with an exciting event called “MoreSpaceAhead”. Leveraging on the latest technology in terms of virtual reality, it will give an innovative and exciting flying experience. Visitors will be catapulted into the new Boeing 747: wearing the appropriate viewer and snuggled inside a comfortable cocoon, they will have the chance to see an immersive movie and a realistic 3D vision of the plane as well as the new Lufthansa Premium Economy Class. Thanks to the use of a motion controller, they can interact with the virtual experience. An emotional video will be shown on the entire wall of the entrance of nhow Milano, and help making the experience even more striking, for a real true immersion into the Lufthansa world.

First time at the FuoriSalone also for MODEL, debuting with “Trivano”, an innovative and modern idea of sofa, from the creativity and experience of Attilio, founder of MODEL, company present on the market for over thirty years. The peculiarity of “Trivano” is the presence of removable ottomans that create additional seating without compromising any comfort. Original and easy to customize, it comes in two different designs, so as to meet everyone’s needs.

Always in the design field, Pol Quadens, Belgian designer, has been invited to exhibit nine of its steel creations including the large Ovoid (on display until October 2016). He has been showing for seven consecutive years at the Salone del Mobile, in 1995 he designed the lightest chair in the world, and his works are exhibited in various



design museums around the world, including the Vitra Design Museum. His artistic career is characterized by minimalism, simplicity, elegance, and the search for balance in disharmony.

Hommm will present new pieces from the Hommm Smooth Collection: from the padded pieces, born from a research for a new ergonomics aimed at optimizing the “enjoyment of life”, to the Slab tables, a tribute to the industrial rationalism, and the Windows windows, innovating the traditional concept of a display through an innovative glazing system whereby each object stored is “proudly” showed.

Another original design brand is anonimicreativi, presenting the bath chair poeta, vincenzo the small green and fragrant table, and sarto, the display reflecting the soul. anonimicreativi shows together with Archivio michelangelo, presenting “corte Jaccon”, a project, a web space, and a small “laboratory” where art, photography, design and visual arts become protagonists, along with artists, designers, emerging creatives and real fans. Professionalism, ethics and a European patent protect the works in the Archivio michelangelo. Showing with them is also architect Hussain Harba, introducing a cup with saucer called nashwa meaning “Enjoy the moment”, made in a limited edition in three versions: exclusively made in Italy, all numbered and signed.

Once again at nhow Milano, Morelato, drawing inspiration from the cabinetmaker tradition to reinterpret furniture in wood that are transformed from simple objects into pieces of art. In the 2016 edition of the FuoriSalone, the company presents an art installation to discover the other side of the cabinet. Curated by Flavio Favero, versatile artist, the set up surprises for the striking visual impact. Stars of the big work are numerous new products by Morelato and some iconic works from the museum collection of MAAM (Museum of Applied Arts in Furniture of the Aldo Morelato Foundation). Through a harmonious interplay of joints and lights, the installation allows the visitor to get from a single perspective the appearance of a human face. The furniture pieces, some suspended in space and others placed on a pedestal, speak to each other generating balanced and coherent shapes. This is the message conveyed by Morelato: the other face of the cabinet through the simplicity and purity of wood.

La Camera di Commercio di Frosinone and Aspiin, Special Company for Internationalization and Innovation, are also back to nhow for the sixth consecutive year, promoters of an event involving seven companies from the Province of Frosinone. They will talk about their passion through exclusive installations, bringing usability and functionality of everyday objects closer to the refinement of an aesthetic linked to new horizons of lifestyle and interior design.

Design is not juts furniture, it is the expression of the creative inspiration in any kind of art, from jewellery to fashion, creating original and innovative everyday objects. The Italian brand KIMIKIM BAGS combines Italian excellence with new, innovative and borderless creativity: a clear and modern concept accompanies the choices of a “World Citizen” Woman, dynamic, practical and elegant. Bags and accessories are exclusively manufactured in Italy with finishes made by skilled craftsmen, using fine materials of absolute quality. In the same way, Mavìmatì Gioielli creates original jewellery, researching materials, stories, and ideas that make its creations unique and unmistakable, just like those who will wear them. Mavìmatì plays with the historical patterns of high jewellery, reinterpreting and adapting them to today’s new materials and forms.

Still speaking about jewellery, Ineke Otte, an artist and jewellery, fashion, and furniture designer, creates objects made with 3D printing. Taking inspiration from nature, she designs unique and colourful creations. Her pieces are on display in various museums and luxury store design worldwide.

Muah Bijoux is also back to the Design Week with an amazing and vibrant hand painted collection dedicated to CONTEMPORARY POP, which proposes a set of powerful and positive shapes and colours. Tattoos, icons from



the 80s, words and phrases that wrap around the wrists as decorative elements, are the result of a mix of cultures and disparate influences into a visionary, revolutionary and original world, teaching that beauty is not just one and is not to be found only in luxury, but is warmth, imagination, freedom, softness, sensuality and refuses to be caged by out-dated aesthetic rules. A new point of view from which to look at reality, for a dynamic and modern woman who never gives up her sensuality.

The world of design meets tattoo. From a collaboration between nhow Milano and Mario Corallo of 404 Tattoo Shop stems a new meeting between the world of design and the world of tattoo. After 15 years at the head of creative departments in the digital world, Mario Corallo started a new adventure, opening in 2013 the 404 Tattoo Shop and carrying on his experience as an illustrator and tattoo creative. Inside the frame of FuoriSalone a new tattoo experience is born: tattoo as a form of expression during a fluid art and design event, not just a mark on the skin, but a moment to live and share in a new space.

Moving to fashion design, Amato presents the belt Scultura, whose uniqueness lies in the technique by which the metal parts in stainless steel or brass were processed. The mechanical CNC process gets the raw components from the billet metal while the man's hand refines the surface. The vegetable-tanned Italian full-grain leather completes the operation. The Scultura project represents the material vision in a rational and dynamic way, it absorbs and reflects the essence of the metal it is made of.

Marina Calamai has long investigated the world of food taking inspiration from it and creating works that awaken the senses. She presents here a olfactory-auditory installation: a giant slice of Bavarese which becomes a mini concept store titled “Slice” where one can admire and buy her jewellery and fashion accessories inspired by the world of sweets. Cake Thinking goes along with Vitamin Moods, and with the geometric series of sacred numbers and patterns.

Dadadigitalart By-R. is a project by the digital artist R., world traveller, digital artist and the innovative designer of the limited collection of artistic t-shirts by DeuxBelges. R. produces art everywhere on tablet or iPhone. At nhow Milano he exhibits a large portrait (2.5x2.5 mt) and a limited collection of mini art 1/100, numbered and signed for collectors.

Nina for the dogs is also an art project including a series of design elements in the reproduction of the dog Nina in small scale. Available in different finishes and colours, the collection also includes some unique pieces reinterpreted by famous artists. With a strong symbolic value, Nina was born from an idea by Angela A. Resina, and is inspired by the adoption of her little dog. Every new Nina contributes to the support of structures that deal with abandoned dogs.

Design expresses itself in different ways and also goes through the history of a bottle. That of Valdobbiadene Prosecco wine, is Mionetto’s aim, winemaker company interpreting the extraordinary value of a land and describing it to the world. Along with the deep bond with the territory, the key to its success is enclosed in the sublime symbiosis between image and content for a unique unmistakable Italian style. The meeting with the original personality of Mionetto has always offered to the bubbles lovers a multi-sensory experience that begins with the visual satisfaction at the first meeting with the design of the bottle and the quality of its details. It goes on with the sweet and vibrant whisper of the bubbles that are received from the glass; it intensifies in the presence of the golden transparencies and thin and persistent perlage, and it culminates in the explosion of scents and fresh pleasure on the palate.



After the huge success at Expo 2015, Natura Donna Impresa_Il Cantiere del Design Etico is back for the second time at nhow Milano. The Natura Donna Impresa project, founded in 2010 as a way to Expo 2015, over the years has been the container of innovation and life stories by networking over 200 women that do ethical business in Italy. NDI is the event dedicated to women's work, created to give visibility to the enlightened projects of women who produce good economy in Italy, despite the crisis.

Another not-to-be-missed event for designers and design lovers is IOricicloTUricicli7_Design or not design project? Now at its seventh edition, it calls upon the design world on a suggestive and actual theme: #designornotdesign. A choice that recalls the well-known Shakespearean question, to speak about contemporary design. A call for all the designers who create every day new solutions and possible paths, new features and exciting theses... new researches and experimentation to give shape to utopias. Opened in 2010, IOricicloTUricicli is a unique opportunity to give visibility to those who take sustainability as their own concept. From the birth of the event, around 150 projects have been selected over the years, all symbols of an excellent way of making ethical design.

Another project devoted to recycling is Red Bull Upcycling, the creative recycling project involving IED Milano students committed to give new life to 2 Mini Red Bulls and to visibility materials from bars and pubs, such as store signs, cabinets and fridges, turning them into functional design works. Roll holders, mobile furniture and bicycle racks are just some of the items created during three days of workshops by 30 young students from the Interior, Product and Fashion Design IED courses. Among the proposed projects, 18 are selected to be presented in preview during the Milano Design Week 2016. Red Bull Upcycling is the evolution of the Red Bull Recycle program on reusability promoted by Red Bull in the last two years, with the aim of spreading a message about sustainability and the renewability of materials. Giving new life to objects, it is possible to decrease the consumption of new raw materials and energy, significantly reducing the impact on the environment.

Finally, nhow Milano keeps a link with the art that fills its spaces during the rest of the year with some works from Weng Contemporary, an online art gallery based in Switzerland specialized in art editions of the most important contemporary artists such as Alex Katz, Robert Longo, Damien Hirst, Peter Doig, Gerhard Richter Jeff Koons. The skulls, butterflies and spot paintings exhibited at nhow during Fuorisalone are the most important recurring themes in the career of Damien Hirst, as they capture, in different ways, the most often analysed and questioned existential concepts brought forward by the British artist. His works, engaging and intense, challenge concepts and stereotyped beliefs, blurring the boundaries between angelic and demonic, life and death, eternal and ephemeral. The screech between the sculptures of Donald Sultan, with their simple volumes and natural themes, and images of the hanging skulls by Damien Hirst, takes the visitor to a meditation on the transience of life and existence on earth.

nhow identifies a new unconventional, life-affirmative, cosmopolitan and always on the move hotel generation. It performs spaces, times and services from the beginning of the stay: as you enter in the hotel, from the corridors to the rooms, nhow wraps up totally.



As a mood to enjoy life, nhow introduces a new way of hospitality and it aims to become a benchmark for the most innovative cultural, social and creative organizations of the big globalized and continuous-changing cities. nhow concept is the lifestyle brand of NH Hotel Group in Milan, where design and fashion join together, in Berlin, where the focuses are design and music, and nhow Rotterdam, where creative works of famous artists, known designers and local aspiring talents are possible to watch in a sort of platform to share urban and progressive art.

For further information: nhow Milano Elisabetta Scantamburlo Art Director Tel.: 02 4898861 e-mail: [email protected] Ketchum (press office) Sara Gatti Tel.: 02 62411911 e-mail: [email protected]

Documents

CS nhow Milano- future is nhow ENG - For further information: Ketchum – Press Office Sara Gatti/Benedetta Pavan Tel.: +39 02 62411911 e-mail: nh-hotels@ ! Communication Department