1

SUPERSTUDIO PIÙ | SUPERSTUDIO 13 | SUPERSTUDIO MAXI

MILAN 13-18 APRIL 2021

DESIGN WEEK 2021

2

SUPERDESIGN SHOW is the container of Italian and international excellences of global design, following the mission “Only the Best”

www.superdesignshow.com - www.superstudiogroup.com

SUPERSTUDIO GROUP

PRESENTS THE PROJECT FOR

MILANO DESIGN WEEK

3

SUPERSTUDIO: IN ADDITION TO DESIGN, THERE’S MORE Superstudio Group, created in Milan, with its first Superstudio 13, since 1983, and with the new headquarter Superstudio Più, born in 2000 is the greatest cultural and private exhibition hub dedicated completely to interactions and promotion of design, art, fashion, technology, entertainment, innovation and in all other fields of contemporaneity. And now, 20 years after Superstudio Più here comes SUPERSTUDIO MAXI, a new extraordinary location with a single large space of 7200 divisible sq.m, in a very well-developing area a few minutes away from Tortona district and easily accessible.

Superstudio Group has been created and directed by international professional creatives with a long background in the world of art, fashion, journalism, art-direction, that guarantees top quality for production and hosting of events, general high level image and efficiency in integrated communication.

Superstudio Group, with its two locations close to each other, Superstudio 13, photographic studios and spaces for events, and Superstudio Più, multi-space exhibition center together with MyOwnGallery, have been the pioneers and protagonists of the growth of Tortona District: a result accomplished through time to establish the area as the district for fashion, events, art, creativity and design, that finds its largest and highest position during the Milano Design Week.

Among Superstudio Group’s new initiatives there are the new company Superstudio Events, for separate management of events, and the new division Superstudio Hospitality, with guest houses and short rents for its clients.

44

SUPERSTUDIO: PIONEEROF THE FIRST DESIGN DISTRICT IN MILAN

The Fuori Salone scattered around the city was born in 2000 under the red dot, well-known symbol of the “Zona Tortona”. A sign that marks the first operation of territorial marketing in Milan to identify activities that involve districts and the city. A few years later, the red dot becomes a white rectangle with the stylised factory designed by Stefano Giovannoni.

55

Superstudio Group has been, since 2000, the creator and promoter of the Design spread over the district, starting from the initial exhibiting path carried out between its two locations, up to the incredible development of Design Week in via Tortona and in the surroundings. A real city phenomenon also reproduced in other districts of the city and studied as a case history all over the world. Superstudio’s projects for Design Week add up with the initiatives hosted in over 60 locations, creating in this post-industrial district a large internationally recognized exhibiting area that stands out for its largeness, variety, projects and opportunities. With the Support of the Municipality of Milan, the Design Week of Tortona district participates in the Interzone Team Meetings and in the communication of FuoriSalone.

The design week at Superstudio, takes place over a period of 8 days of which one is dedicated to the professional VIPS and another one is dedicated to the press, with many night events.

6

Superstudio Group was born in 1983 from an initiative by Flavio Lucchini and Gisella Borioli, creating the first image citadel, Superstudio 13, in via Forcella 13, photographic studios and fashion services.

In 2000 the purchase of a portion of former General Electric factory, became the venue of Superstudio Più in via Tortona 27, not so far away.

In April the project Design Week Fuori Salone was born at Superstudio Più, in collaboration with Giulio Cappellini, great contemporary design exhibitions and products by young promises and future design stars, in a continuous search for innovation and quality.

In the following years, the Design Week project in Tortona district grows at Superstudio Più, at Superstudio 13 and in the neighbouring streets. International brands and great architect’s projects are coming from all over the world.

In 2009 Superstudio launches the exclusive Temporary Museum for New Design format, a project by Gisella Borioli with the art direction by Giulio Cappellini. It is a strong original concept for a new way of exhibiting “less fair and more museum”, with experiential emotional installations that narrate the product through art and cultural proposals. Art-design exhibitions and artists with on-site artwork characterize the space in an unequivocal manner. As the Financial Times writes, Superstudio Più becomes “an absolute must”.

2015, the year of Expo in Milan, is the time for an evolution that highlights also new scenarios of “democratic” and universal design. The design is “at large: not only furniture and architecture proposals but the latest technology, cars and transportation vehicles, objects for the house, work, entertainment, decoration, contaminations with tradition, the kid’s world, cutting edge materials… Superstudio launches the new format Superdesign Show. To mark the change a new name, new logo, new graphic, new coordinated image, new art-direction with the collaboration by architect Carolina Nisivoccia.

In 2016 new architectures bring innovative signals to the district. The Mudec, Museum of Culture designed by David Chipperfield opens in via Tortona 56, after the towers by Matteo Thun at number 35 the new Eurisko location at number 33 turns into an extraordinary architecture. The former Ansaldo in front of Superstudio Più turns definitely into Base, Milan City Council multicultural hub. In via Bergognone the Silos by Giorgio Armani, the first Museum of Fashion in the city, is created, in Via Forcella the Magna Pars Suite, a 5 stars design-hotel by Luciano Colombo, is enlarged.

In 2017 Superdesign will extend also throughout the year in Superstudio Più’s MyOwnGallery with the Fuori Fuorisalone project an exhibiting format conceived to create continuity at Superstudio among Design Week’s editions, with design exhibitions once a month.

2018. Superstudio with Superdesign confirms itself as the most significant pole of Tortona district. Only the Best is the name of the new project, always curated by Gisella Borioli with the artistic direction of Giulio Cappellini.

2020. We will launch Superstudio Maxi via Moncucco. 10.000 sq.m, including 7.200 indoor sq.m. born from the regeneration in the name of art of an old iron and steel industry. The ideal space for big cultural events. The forthcoming Design Week new entry, easily accessible by car, tube, with a large public car park of over 2.000 places.

2021. Superstudio becomes 3 concentrating on three themes: Superstudio Maxi with the project DNADesignNatureArchitecture, at Superstudio Più with a renovated edition of Superdesign Show, at Superstudio 13 with Tech&Life.

SUPERSTUDIO: THE LANDMARKS OF DESIGN

77

Superstudio: the design starts with the Cappellini great exhibition, 2000

8

The city grows and SUPERSTUDIO is actively part of it. 3 iconic locations, not far from each other, in District 6 share, each in its own way, the project YESTERDAY TODAY TOMORROW. Project supervision by Gisella Borioli, artistic direction by Giulio Cappellini.

IN 2021 SUPERDESIGN HAS LOCATIONS 3SUPERSTUDIO 13 - via Forcella 13 - Tortona District

- the historical photographic studios of top fashion, that started off the growth of Tortona District since 1980 and that have been the very first “square” of design off, turns for every Design Week into an exclusive exhibiting space with an area of 1.000 sq.m and additional studios from 100 to 200 sq.m. Two independent and customizable entrances. Onsite restaurant. Private parking space by booking.

SUPERSTUDIO PIÙ - via Tortona 27 - Tortona District

- the largest and most prestigious cultural hub that started off, in 2000, the Fuorisalone phenomenon spread in the city. Various indoor spaces of 6.500 sq.m and outdoor spaces for a total of 10.000 sq.m. Roof-garden and garden. An absolute excellent location, chosen by top worldwide brands and top international architects but also a nursery of real talents. Solo and collective exhibitions with artistic coordination by Superstudio. Onsite restaurant.

9

SUPERSTUDIO MAXI - via Moncucco - a few minutes away from Tortona District

The great new entry is the arrival of Superstudio Maxi, third new location of the group, with 10.000 sq.m. exhibiting space in the name of green for the project DNADesignNatureArchitecture. Design as focus on issues of pret-à-vivre design, on beauty and technology for everyday life. Nature as proposals for sustainability, renewable energy, respect for nature, climate change, wellness and new life styles that cannot be postponed. Architecture as a recognition of importance of Architecture Studios, real study and research centres and building of the upcoming world, focused on Smart City development, on innovative living solutions, on future architectures, on people-oriented city planning.

NON STOP SHUTTLE CONNECTING SUPERSTUDIO’S 3 LOCATIONS

NEW LOCATION!

1010

Superdesign entrance, 2016

SUPERDESIGN: WHERE TRENDS ARE DISCOVERED

1111

Lightwall with Superdesign keywords. Entrance 2017Industrial design, art-design, artefacts, technology, automotive, objects for work, décor, travels, entertainment, personal care, textile, ornaments, contaminations with tradition, and everything that design proposes in step with times. And again the Capitals of design, emerging countries who became protagonists. New scenarios: makers, 3D prints, e-commerce, limited editions, self-production, web-promotion, eco-thinking, artefacts, re-use and re-design that propose affordable objects, far from consolidated production and distribution logics. Superdesign moves in this fluid and always in progress overview program, identifying trends and enhancing quality, research, excellence.

1212

Urban Landscape, by Flavio Lucchini with Jannelli&Volpi, 2010

SUPERDESIGN: A CREATIVE AND STIMULATING SURROUNDING

1313

Flowers, Flavio Lucchini with Jannelli&Volpi, 2011Flavio Lucchini with Jannelli&Volpi, 2009

Designers’ Dream, sculptures by several designers, 2014

Black & Bright, Vicente Garcia Jiménez and Foscarini, 2012

Only the Best, 2019Sign and Design, 2016Red & Blue, 2015

An idea per year to characterize common areas and to align exhibitors to the recurring mood. Works with original elements of graphics, art, decor, photography, video, sculpture, music and performance, make the visit at Superstudio Più stimulating right from the entrance, bringing the visitor into a world that talks about creativity and contemporaneity.

After years of planning by Gisella Borioli together with Giulio Cappellini’s art direction and important contribute for the Temporary Museum for New Design format, Superdesign Show format was born that continues and takes over the success of the Temporary Museum and follows the mission towards quality, innovation, research, freedom of choice and ideas, contaminations between art and design, industry and handcraft, tradition and future, simplicity and magnificence.

1414

Nendo, 2018

SUPERDESIGN: A GAZE INTO THE FUTURESuperdesign, the new high quality format that looks at the future. It heads towards research about every day’s extraordinary, freedom of choice, contaminations between classic and avant-garde, between industry and handcraft, between tradition and future, simplicity and magnificence, being aware that nowadays everything has already been done, the entire world takes part in the evolution of the habitat that surrounds us, that rules and barriers have been crossed. Tomorrow is more and more designed by great international brands together with single talents, capitalizing on network and technology’s unlimited possibilities. Superdesign looks “beyond”, to design after Design. Theme projects, museum-like installations, national pavilions, start-ups, self-design, new talents and all trends of living and inhabiting coexist through specific and well represented projects. Only one direction, a contemporary common language, innovation and “forward” thinking.

1515

Dassault Systèmes by Kengo Kuma, 2018

SUPERDESIGN: EMOTION AND INNOVATION

The concept at the base of the Superdesign project favours all contemporary creativity expressions that thrive on innovation, research, refined aesthetics, functionality, culture and elegance.

Based on guaranteed quality, implementation, selection of materials and originality of the proposal. Proposals of furniture, lightning, accessories, ceramics, objects and other “tools” of everyday habitat, designed by the most famous designers but also new less-known designers have to match this profile in order to be admitted to Superstudio.

To underline their products, their history, their philosophy, their expectations each brand establishes a dialogue with the visitor through accurate, emotional presentations and installations that both enchant and captivate. This is the outline of the contemporary house in a crossing of languages, cultures, trends always widely and harmoniously represented in the Design Week at Superstudio.

16

Flos, 2010

Aisin, 2016

Moooi, 2006

Bisazza, 2007

Alcantara and Cappellini, 2011

Foscarini, 2011

Canon, 2012

Samsung, 2011

16

SUPERDESIGN: QUALITY QUALITY QUALITYEvery year Superstudio strengthens its mission by selecting international excellences and valuing with new spaces, new graphics, new visibility. Large sized halls, with possibility of outdoor customization and independent entrances are reserved to top brands of architecture, furniture, technology, materials, automotive, contemporary food etc. that have design as distinctive feature.

Big companies, great architects and designers from all over the world as well as innovative projects and surprising installations find at Superstudio the ideal location and suitable space to talk to visitors about Fuorisalone. Reserved, customized, custom-built negotiations, according to exhibitor’s demands and objectives are available upon request.

17

R. Palomba, G. Borioli

Giulia and Elena Sella

Donatella Bollani

A. Mendini, P. Levaggi

S. Boeri, G. Borioli, A. Del Grosso

Discovering 2017

Discovering 2017

P. Jannelli, G. Trussardi

G. Borioli, S. Seletti

Oplàmp, A. Mattia and G. Gianatti

DISCOVERING OF NEW TALENTSWITH WELL-KNOWN EXPERTS

Since its debut, from 2000, Superstudio has always searched and valued new production entities and new talents: romantic, technological, interactive and interesting objects gathered in collective projects, real or virtual shops, or common areas.

Selected creators will have the opportunity to confront themselves with a group of Experts such as companies, producers, architects, press, influencers and professionals that will find an overview of possible ideas for the future.

1818

SUPERDESIGN: THE “TEMPORARY MUSEUM” AREA

LG, Senses of the Future installation, 2017

Great installations presenting new productions in a context that, from time to time, dialogues with art, music, light, video, virtual reality, emotion. This is the main feature of the Temporary Museum area, where each space is an emotional gallery. Art-works by international art protagonists increase the value of great architects’ exhibitions, together with art “site-specific” installations in the common spaces and unexpected art-design pieces, commissioned to avant-garde artists working with sound, video and light.

19

Lumiotec, 2012Hyundai, 2015

Canon, 2012 AGC Asahi Glass, 2016Cristalplant, 2012

LG Hausys, 2015

LG, 2017

20

Whether the location may be Superstudio 13, Superstudio Maxi, Superstudio Più, every exhibiting project is placed in a coordinated context according to the year’s guidelines.

With a constant dialogue with the creative direction and the artistic direction, every identity is analysed, understood, valued at best, sometimes collaborating to build a new “custom-made” space.

SUPERDESIGN: IN ALL OUR THREE LOCATIONSEACH SPACE IS PART OF THE PROJECT

BUT IS DIFFERENT FROM OTHERS TO HIGHLIGHT IDENTITIES

Central Point. Project Central Plaza, 2019

21

Entrance of opposite Galleries, in the main hallway, 2016Central Point, 2018

Regione Lazio, 2016Central Point, 2017

22

Lexus, light and dance performance, 2019

22

SUPERDESIGN: THE TECH-DESIGN AREA...

23

Aisin, 2015

Dassault Systèmes, 2017

Macropix, 2018

Intelligent objects, the latest devices, robots, furniture and elements that incorporate the most advanced technology, means of transport more and more self-managed, augmented reality, virtual world, techno design, previews and unimaginable applications: the future opens the doors of Superdesign, presenting the latest generation products and techniques. Post-design inspired by research that looks almost sci-fi, that instead has already drawn our tomorrow. Tech-design at Superstudio, contaminated by avant-garde art and fantasy, find space and audience.

Spaces where visitors interact, experiment, are actively involved and are always Supersdesign attraction.

… AND THE EXPERIENTIAL SPACES…

Samsung, augmented reality, 2013

2424

Barovier&Toso, 2016

SUPERDESIGN: THE LIGHT DESIGN AREA

The lighting area has brought extraordinary objects and memorable installations at Superstudio. Brands such as Flos, Barovier&Toso, Foscarini, Leucos, Melogranoblu, Tom Dixon and many more brought beautiful collections with performances ranging from videos, lights, sensorial explorations. The new led technology has invited producers such as Philips, Kaneka, Lumiotec to create evocative luminous panoramas, whilst small producers have exhibited interactive and futuristic research products. This year again lights will be protagonists, with different types of presences: site-specific presences of great visibility in the Light Parade in the central corridor, individual spaces in the Galleries, sharing the innovation in Selected Objects section.

25

Kaneka, 2011

Tom Dixon, 2008Beau&Bien, 2015David Trubridge, 2009Barovier&Toso, 2010Linteloo, 2009

Kaneka, 2013Philips Lighting, 2009

Foscarini, 2009Melogranoblu, 2014Tom Dixon, 2008

2626

Korea Craft & Design Foundation (KCDF), 2019

SUPERDESIGN: THE WORLD IS HERE AREA

27

The international presences that occupy the Galleries’ large closed spaces, or the smaller ones of collective theme exhibitions, are always numerous.

However, Superdesign, also values foreign identities with “national pavilions” well identified by position, color, graphics, emphasizing relevant history and differences. Solo or collective exhibitions recounting culture, philosophy and market of every geographic area, providing an overview of design’s evolution all over the world.

Prestigious and consolidated international brands bring their recent productions with individual or shared projects. Constant presence of European countries such as France, Switzerland, UK, Germany, Holland, Poland, Spain, Hungary, Croatia, but also non-European countries such as United States, Brazil, Mexico, Egypt. Particular importance is given to the presence of asian countries such as Japan, China, Korea, Thailand, that bring out their traditions and the latest creative research that made them protagonists of today’s contemporary design.

Sumitomo Forestry Group, 2019

Indonesia Contemporary Art and Design, 2019

Koizumiya, 2019

Able Design Award, 2019

2828

Possibility to exhibit in the central corridor, with the “runways”: in a theme pathway, some interesting selected proposals such as sculpture-objects, table art, lighting, scenography and more. Great visibility in impossible-to-miss spaces. Objects will be placed on platforms and runways of different sizes and heights. Coordinated graphics.

SUPERDESIGN: PARADE AREA

PNA Pietra Naturale Autentica, 2019

29

Designers’ Dream, famous architects’ sculptures. SlideArt. Lateral hallway, 2016White Totem, Flavio Lucchini, 2018

Art-design for steel sculptures-furniture Tip Art. China. Lateral hallway, 2015Marble sculptures, digital technology. Raffaello Galiotto. Final hallway, 2016

3030

Unexpected Room, installation, 2017

SUPERDESIGN: PROJECTS IN COLLABORATIONWITH THE ARTISTIC DIRECTION

3131

Superloft by Giulio Cappellini, 2018

Chairs, the art of food, bathroom solutions, spa and wellness, classic house, art-design, pop-design, tableware, glasses and crystals, marble and mosaics, silverwares, lighting, outdoors, are some examples of projects built around an idea that represents a particular market segment. But also trend setting exhibitions: new architectures in the world, eco-friendly solutions, nomadic design, one-colour-only, wood and past-to-future contaminations are some additional themes around which to build “rooms” recounting a movement. After the success of the group exhibitions curated by Giulio Cappellini Superloft 2018, Superhotel in 2019, in 2021 will be SuperCampus, once again with an Italian eye with international touch on the most elegant, innovative and contemporary lifestyle. Protagonists of the forthcoming edition are work places increasingly resembling leisure places, often even outdoor, where professional experiences become more productive, pleasant and human.

32

Kengo Kuma conference for Dassault Systemes, 2018

Mario Cucinella workshop, 2016

Alcantara conference with the World Bank, 2013

Yona Friedman and Stefano Boeri, 2018

PepsiCo Design talk, 2016

The culture of the project, top protagonists of architecture and design, new technologies, scenarios of where the world is going, debates on how the past and the future intersect, visions and experiences to be shared, the new sustainable and circular society... there is space to know more and to make important encounters in every location of Superstudio.

SUPERDESIGN: SPACES FOR TALK SHOWSCONFERENCES IN DEPTH-ANALYSIS

A Pinnacle of Reflections, Matteo Thun & Partners, 2019

33

IMIB. Massimilano and Doriana Fuksas, 2013

3M. Urban Tree Lounge, Stefano Boeri, 2016

The Caterpillar on the roof by Peraria, 2005

SUPERDESIGN: SPACES DEDICATED TO

SPECIAL PROJECTS

Superstudio Più’s large multi- purpose space, both in indoor and outdoor areas, in the garden, on terraces and on roof is suitable for hosting special and unique projects, arranged in an original way within Superdesign’s complex reality. Creatives and technicians are available to enable the creation of otherwise impossible installations.

From temporary architectures, to flying cars, to roof vegetable garden, virtual tunnels, to water installations, to mechanical movements, to high structures (up to 11m indoor), to outdoor exhibitions, to huge video-walls, to performances, to art or photographic exhibitions, to theme parties, to any kind of transformation of the industrial areas, anything is possible. Great architects and designers have done impressive things at Superstudio, from Jean Nouvel, to Campana brothers, Paola Navone, Marcel Wanders, Luca Nichetto, Karim Rashid, Nendo, Nika Zupank, Alessandro Mendini, Aldo Cibic, Stefano Boeri, Matteo Thun, Marc Sadler, Fabio Novembre, Maarten Baas, Carlo Colombo, Philippe Starck,Tom Dixon, Jasper Morrison, Patricia Urquiola, Michael Koenig, Claudio Silvestrin, Christophe Pillet, Massimiliano and Doriana Fuksas, Yona Friedman, Kengo Kuma... Imagination is the only limit.

34

Wielkoposka region (Poland), 2013

SUPERDESIGN: TEMPORARY ARCHITECTURES

35

Magnetti, Building Art, 2011

Lattonedil, 2016

HHD and Cibic&Partners, 2009

Nika Zupanc, Wind Pavilion, 2010

Real concrete constructions, extemporaneous wood and recycled materials architectures, urban installations, nomadic abodes, containers turned into exhibiting pavilions and other solutions for an innovative and contemporary way of living have their space in Superstudio’s garden and wide outdoor areas, thus extending areas of interest, information, awareness, experience. Superstudio’s internal coordination allows to analyze the best place and the time needed for outdoor exhibits setups.

36

The Third Paradise, permanent installation on the Roof, Michelangelo Pistoletto

SUPERDESIGN: ART IS EVERYWHERE

Art, intended as an action making an object unique and original, as an emotional installation of an industrial unit, as a sculpture by an architect, a piece of furniture by an artist, as visual experiment, as interpretation of lights and sounds, as performance, as painting, photography or art objects exhibition, as common pieces entrusted to a Master’s imagination: all this makes the event at Superstudio a totally unique one.

Unforgettable are the contributions by Michelangelo Pistoletto, Yona Friendman, Flavio Lucchini, Apparati Effimeri, Carlo Bernardini, ProvocActionArt, Romano Baratta, Roberto Fazio [archiattack], Alessandro Guerriero.

37

Apparati Effimeri video art and Flavio Lucchini Totem sculptures, 2013 Designers’ Dream, Javier Mariscal, 2014

Immaterial sculpture in AR, Flavio Lucchini, 2019Lari, exhibition, 2018

[archiattack]studio for hiWHIM, 2014 Apparati Effimeri video art, 2013Roberto Fazio installation, 2014

38

Jean Nouvel Oki Sato, Nendo

Kengo KumaYona FriedmanPaola NavoneStefano BoeriTokujin Yoshioka Marcel WandersMario Cucinella

Job Smeets for Studio Job, Tony Chambers, Fabio Novembre, Indra Nooy, Mauro Porcini, Davide Oldani, Mathieu Lehanneur, Luca Nichetto Alessandro Mendini Karim Rashid

Superdesign’s format overtakes the barriers of rules and status quo, celebrates top protagonists and at the same time opens up to new vital forces that are changing the world scenario. A viral creativity spreading through the web and other new media reveals unknown talents, visionary experimenters, unpredictable communicators, direct broker less marketing ventures, à-la-carte or bespoke productions.

The great designer, supported by great brands, by fame and experience, vies, through the web, with the latest talented designer coming from universities of former developing, now technically advanced countries. The world producing or researching design is growing larger, dramatically inclusive. What is needed, to enter Superstudio, is the cultural “value” of the proposal, not the turnover or sale price. Archi-stars who are the talk of the whole world, but also anti-stars or start ups are the new protagonists, all looked upon with the same attention.

SUPERDESIGN: GREAT NAMES OF ARCHITECTURE AND DESIGN

39

The Chef Davide Oldani, Mix it Up, PepsiCo, 2017

BUT ALSO GREAT PROTAGONISTS OF OTHER CREATIVE FORMS

40

SUPERDESIGN: FLEXIBLE AND CHANGEABLE FLOORPLANBASED ON PROJECTS IN ALL THREE LOCATIONS

41

SUPERSTUDIO CAFÉ

854 mq

103 mq

155 mq

163 mq

PARKING 700 mqINGRESSO DA CORTE VIA FORCELLA

350 mq di AREE DI SERVIZIO+ ristorante + 700 mq di PARCHEGGIO

- 1.000 sq.m exhibiting space, enlargeable with adjacent studios

-2 entrances, of which a customizable independent one on a private street

- glamour setting, connected with image of fashion and design

- restaurant and catering on site

- private parking lot

- a 5 star hotel in front

SUPERSTUDIO 13PHOTOGRAPHIC STUDIOS OF MYTHS AND LEGENDS

OF FASHION AND DESIGN

42

- 5 independent but connected for a total of 6.500 sq.m

- conference or special projects space of 700 sq.m on the first floor

- basement for presentations and private parties

- garden for expositions and installations of 1.200 sq.m

- roof-garden of 700 sq.m for installations and presentations

- outdoor areas for temporary architectures and installations

- window overlooking the street

- 2 entrances

- large customizable portal LED

- on site press-office

- on site restaurant and catering

- 4 star hotel beside it

SUPERSTUDIO PIÙTHE FIRST AND MOST PRESTIGIOUS PRIVATE VENUE

THAT CHANGED MILAN

via

TOR

TON

A

205

215

175

385

355510

220245

470465

415400

260210

90210

190

210

190

210

190

210

100

210

650

490

Ingresso

WC WC

130215

180345

405555

400

460

190

210

190

210

405555

90 210

90 210

190210

180

210

80 205

130200

265200

110

215

90210

90 210

190210

190210

190210

400500

190270

190270

GALLERY

DAYLIGHT

LOFT

ART POINT

ACCUEIL

ART GARDEN

4 R

OO

MS

86 210

90 210

83 210

83 210

375

340

200

210

200

210

200

210

90 210

275

38527

538

5275

385

215

250

85210

435435

500435 LOUNGE

DADA CAFE'

HALL

E

E

E

E

E

E

E

Ele

ctric

Box

Electric Box

Electric Box

TETTOIA

MYOWNGALLERY

AR

T.B

OX

PIAZZA DELL'ARTE

VIA DEL GIARDINO

PIAZZETTA MODA

PIAZZA DEGLI EVENTI

PIAZZA DELDESIGN

VIA DADA

VICOLO DANZA

VIC

OLO

DEL

BIN

ARIO

VIA

DEL

BIN

ARIO

VIALE VERDE

1565

2430

2495

3221

3506

2470

1545

2450

1141

666

335340

120210

120210120210

95 210

140210

60218

130218

60218

130218

425385

120

210

755

450

120

220

120

220 12

021

036

042

0

120

220

355510

Funghid'areazione

Parapetto

Grondaia

Carico acqua

+35c.a

Lift

quadroelettrico

397

Art Point - 3rd floorROOF

Vano Scala

Ascensore

Ripostiglio

WC

WC

WC

Locale Tecnico

Cucina

503 3500

1995

3542Art Point - 1st floorSPAZIO VETRO

120210120210

ELE

CTR

IC B

OX

T T

T

T

T

T

T

T

T

T

T

spazio di rispetto 2m

200

280

200

280

MYOWNGALLERY

spazio di rispetto 2m

area di rispetto dalle finestre 3m

ELE

CTR

IC B

OX

440

G3G3

1

24

14

22

3

21

5

G1

2b2524

2b

380 m²

240

210

240

210

240

210

300 m²

335 m²

37 m²

67 m²

750

1655

1673

1553

781

478

15

350

369 m²

186 m²

350

63 m²75 m²

350

120 m²

425 m²

100 m²35

0

236 m²

6

7

8

9

10

11

12

13

16

17

18

19

20

23

55 m²

67 m²

fire alarm and emergency lampmust be always visible andaccessible

150

415

295

415

388

415

120

210

120

210

100 m²

320 m²P

43

- an exhibiting space of 7.200 sq.m in one room, divisible upon request

- Vision Room, multi-purpose space (conferences, projections, presentations...) up to 100 seating places

- total area 10.000 sq.m

- industrial space of the 70’s, completely regenerated with art details

- iconic facade with large customizable LEDwall

- 4 entrances with different purposes, main entrance 10mt

- restaurant and catering service

- private parking lot

- delimited by a large park

- 3 star hotel in front

RE

I 90

RE

I 90

SUPERSTUDIO MAXITHE NEW VENUE

THAT LOOKSINTO MILANO 2030

44

@AT 1

@AT - April 2017 - n. 10 - www.superstudiogroup.com - @AT magazine is a magazine published by Superstudio Group. Curated by Gisella Borioli. Written by Luisa Espanet. Graphics by Studio B16.

SUPERSTUDIO MAGAZINE

2017

SuperStudio più 2000-2017Superstudio Più along with Design in Tortona district comes of age, turning eighteen. It seems like yesterday when, in a street full of factories on the way to being dismissed, the former General Electric turned into the throbbing heart of the district, opening up to every experiences of creativity and innovation, starting from design, art, fashion, paving the way to something that will soon be emulated all over the city. An original place and project, a continuously in-progress hub where all expressions of contemporaneity find a space, from top names to young authors. After the first few years of Design Connection, with

the important presence of Giulio Cappellini as exhibitor and inspirer and Luca Fois as promoter, here comes the increasing commercial success. Too commercial. Consequently, in 2009, to high-light its precise identity, the ambitious Temporary Museum for New Design is created. A turning point, another project by Gisella Borioli and Cap-pellini as art director, that launches the season of

great emotional intangible installations talking about, rather than product it-self, the product philosophy and culture. Wow! People are fascinated. The new format teaches a new way to exhibit, with the support of prestigious companies and powerful multinational corporations. Barovier&Toso, Bisazza, Foscarini, Flos, Moooi, Alcantara and also Canon, Samsung, Citizen, Hyun-day, Jaguar... And famous architects: Jean Nouvel , Massimiliano Fuksas, Et-tore Sottsass, Alessandro Mendini, Marcel Wanders, Stefano Boeri, Nendo and many many more. But the world is running, the crisis resizes budgets and ambitions, democratic design gets decisively ahead. It is the time of makers, start-ups, self-productions, limited editions, 3D printing, e-commerce, re-use, web designers, emerging countries, latest generations getting side by side to top names and the most significant companies. 2015: Superstudio’s format incorporates the Temporary Museum in Superdesign Show with the new ar-tistic direction by Carolina Nisivoccia, opening up to all new, still unknown energies, to research of Universities, to young authors recruited through the web, to the latest technologies, to robotics and innovative handicraft, over-coming limits and the targets of design as generally intended. In the name of COLOR, today, Superdesign Show invites you, as always, to preview new trends, new entries and opportunities. Gisella Borioli

tHe ArtiSAN ANd tHe roBotThis is a strange dichotomy: on the one hand the powerful re-turn and interest in handicraft, manual skills, traditional man-ufacture techniques for unique objects with a specific iden-tity, and on the other, the con-stant development of extreme technologies take us towards a Smart Life where robots, cyber-systems, artificial intelligence, unlimited connections, digital humanism, increased reality, 3D, ultra materials delete or re-duce the human’s work, taking us towards an unknown future. Milano Design Week is the mo-ment when living, building and furnishing trends are compared and Super-studio, since 2000, is one of the key places for confrontation be-tween the past and the future. Tomorrow is already here, but also with that ability to make, very close to exclusivity of art, that seems to be the new luxury of contemporaneity. Su-perdesign Show 2017, from the artist’s gesture to the robot per-formance, describes this. G.B.

TIME TO COLOR!

Alessandro Ciffo

Slide

Keydi Thinker

Letizia Marino

Daniela GeriniAGC Asahi Glass

4 - MATERIALs VILLAGE

3

5

8

12 21 0

28 - MIx IT up30 - dAdA cAfÉ

29 - sMART cITy

6 - s.f_ sEnsEs of ThE fuTuRE

7 - dRInK&foodRoof GARdEn

JusT JuIcE

InfopoInT

9 - sELEcTEd obJEcTs

GALLERIEs

1318 1719

16 15 14

21

22

24

2627

23

11

25

20 - dIscoVERInGpEopLE&sToRIEs

10 - poLIshdEsIGn

pREss

via

to

rto

na

27

20 - DISCOVERING: PEOPLE&STORIESChi sono e cosa fanno 40 nuovi autori del design internazionale. Con la partecipazione di alessandro Guerriero. / Who are and what they do 40 new authors of International design. With the participation of Alessandro Guerriero. eCommerce partner ebay.

28 - PEPSICO Mix it Up 2017Esplorazione di come il mangiare e il bere siano vissuti in una società iperconnessa. / Exploration of how food and drink are experienced in our hyperconnected society. By Mathieu Lehanneur, Luca nichetto, Fabio novembre, Chef Davide oldani, Studio Job, patricia Urquiola, Joshua Davis and more.www.pepsico.comwww.design.pepsico.com

29 - SMART CITYnEW MatEriaLS For a SMart CitY Mostra-evento con le soluzioni per la città del futuro. 4 aree tematiche: Eco-innovation, advanced Building, Smart Living e iCt Materiale. incontri, conferenze e video. / Special event with solutions for cities of the future. 4 thematic areas: Eco-Innovation, Advanced Building, Smart Living and ICT equipment. Meetings, lectures and videos.By Material Connexion italia under the patronage of the Municipality of Milan.www.materialconnexion.it

2-3-4-5 | MATERIAL CONNEXION ITALIAMatEriaLS viLLaGEL’hub di Material Connexion italia dedicato a materiali, nuove tecnologie e sostenibilità. Da non perdere iBM con Watson, la tecnologia cognitiva che interagisce con l’uomo. proposte di mobilità con askoll (2). progetto speciale l’installazione di Studio patricia Urquiola per 3M (3). / The hub of Material ConneXion Italy dedicated to materials, new technologies and sustainability. Special project, the installation of Studio Patricia Urquiola for 3M. Not to be missed IBM with Watson, cognitive technology that interacts with men.www.materialconnexion.it

6 - LG SF- SEnSES oF tHE FUtUrEproject by tokujin Yoshiokaoltre i 5 sensi. installazione museale. La futuristica tecnologia di LG e la tempesta di luce di tokujin Yoshioka. / Over the 5 senses. Museum installation. The futuristic LG’s technology and the light storm by Tokujin Yoshioka.www.lg.com

7 - ROOf-GARDEN: SYMPOSIuM LAb / VALDODrinK&FooDBarbecue and grill-restaurant by Symposium Lab. Cooking team osteria Francescana. in collaboration with ofyr and pedini Cucine and his Cook Eat. Superstudio Floral Lounge by valdo and Fabrizio Sclavi drawings.www.symposiumlab.it - www.valdo.com

8 - PAOLO bELLETTI E ARIEL DE bONISotto//ForMaphotos and drawings describe urban spaces and architectures.

THE RESTAuRANTS30 - DaDa CaFè: bar and italian restaurant27 - JUSt JUiCE: centrifughe / fresh juicesSUpErStUDio CaFÉ, via Forcella 13:bar and trendy restaurant. reservation: +39 02 422501.

10 - POLISH DESIGNtoMorroW iS toDaYart Director Dorota Koziara.organization academic Design Centre in Łódź.progetti di futuro da otto Università e accademie polacche. / Projects of future from eight Polish Universities and Academies.www.acdesign.com.pl

1-11 - fLAVIO LuCCHINItoYS Sculture in metallo e colori acrilici. Sovrapposizioni di solidi irregolari come costruzioni di bambini. / Metal sculptures and acrylic colors. Overlapping irregular solids as children’s constructions.www.flaviolucchiart.com

0 - RAY TARANTINOtrittiCo pictures printed on concrete by Giannoni& Santoni

12 - DIGITAL HAbITS/TIVOLI AuDIODiGitaL HUManiSMSistemi multisensoriali che connettono gesti spazio percezione e movimento. E le nuove radio tivoli audio /Multi-sensory systems that connect gestures space perception and movement. And the new radios Tivoli Audio.www.digitalhabits.itwww.tivoliaudio.it

13 - AGC ASAHI GLASStoUCHBy Jin Kuramoto and raw-Edges.vedi tocca prendi usa. Dal Giappone arriva il vetro del futuro. / See touch take use. From Japan comes the Glass of the future.www.agc-milan.com

17 - LETIZIA MARINOUnForGEttaBLE SUrFaCESresina e acrilici per tavoli dipinti come quadri. /Resins and acrylic colors for tables like artworks.www.letiziamarino.com

18 - ALESSANDRO CIffOMaGiC SiLiConSilicone multiforme. anche come vetro di Murano 5.0. /Multiform silicon. Even as Murano glass 5.0.www.alessandrociffo.com

19 - DANIELA GERINIFaSHion toUCHtra abito e habitat imprevedibili geometrie /Between habit and habitat unpredictable geometry.www.danielagerini.it

21 - DASSAuLT SYSTÈMES3DExpEriEnCE3DExperience Lab trasforma le vostre idee in realtà / 3DExperience Lab transforms your ideas into reality. www.3ds.com

22 - YOKOHAMA MAKERS VILLAGEFLoWEr / MEtaL project by id incvasi stilizzati e fiori esuberanti / Stylized vases and exuberant flowers.www.y-m-v.jp

23 - SuNbRELLAConnExionSproject by Charles pétilloninterpretazione multimediale per gli ultimi tessuti Sunbrella. / A multimedia interpretation of Sunbrella’s textiles. Artwork installation, photographs, video.www.sunbrella.com

24 - GORE-TEXLaYErSCapES protezione libertà e luoghi del mondo: installazione interattiva. / Protection freedom and places of the world: interactive installation.www.gore-tex.it

25 - RADICI CONTRACTCHroMoproJECtCon la stampa Chromoproject la moquette entra in una nuova era. / With the Chromoproject printing the carpet enters in a new era.www.radicicontract.it

26 - STYLEGREENWELCoME to tHE JUnGLEpiante, muschio, murate di verde naturale che restano inalterati per anni. / plants, moss, natural green walls with long-lasting durability.www.stylegreen.de

14 - uNEXPECTED ROOM: DORODESIGN / f.LLI LEVAGGI / NOVACOLORCLaSSiC vS ContEMporarYinterventi di colore che cambiano la percezione di pareti e sedie. / Color interventions that change the perception of walls and chairs.www.novacolor.itwww.levaggisedie.itwww.siamodoro.com

15 - KEIO uNIVERSITYDESiGn BEYonD aWarEnESSi sistemi Cyber-physical che intuiscono i desideri. / Cyber-physical systems that sense desires.www.sdm.keio.ac.jp

16 - SLIDELiGHt&popproject by Giò Colonna romano e roberto paoli. Forme-cartoon e cromie trendy per l’allegra casa di plastica. / Cartoon-shapes and trendy colors for the funny plastic house.www.slidedesign.it

9 | SELECTED ObJECTSDESiGn prêt-à-vivrE Beyond, budbrand, Keydi by Cappa arredamenti, Castellani.it, Daard, D.aarte, Dampaì, Delirious Eyewear, Haberdashery, Henzel Studio, Liaa Latvian Design, MarCa, Masserano Cashmere, ponti Design Studio, Spartherm Distribution italia, StoneLab Design, nuans by trinity inc., Zalaba Design.

SuPERSTuDIO PIù 2000-2017

Superstudio Più along with Design in tor-tona district comes of age, turning eighteen. it seems like yesterday when, in a street full of factories on the way to being dismissed, the former General Electric turned into the throbbing heart of the district, opening up to every expressions of creativity and innova-tion, starting from design, art, fashion, pav-ing the way to something that will soon be emulated all over the city.

an original place and project, a continu-ously in-progress hub where all expressions of contemporaneity find a space, from top names to young authors.

after the first few years of Design Con-nection, with the important presence of Giulio Cappellini as exhibitor and inspirer and Luca Fois as promoter, here comes the increasing commercial success. too com-mercial.

Consequently, in 2009, to highlight its pre-cise identity, the ambitious Temporary Mu-seum for New Design is created. a turn-ing point, another project by Gisella Borioli, that launches the season of great emotional intangible installations talking about, rather than product itself, the product philosophy and culture. Wow! people are fascinated. the new format teaches a new way to ex-hibit, with the support of prestigious com-panies and powerful multinational corpora-tions. Barovier&toso, Bisazza, Foscarini, Flos, Moooi, alcantara and also Canon, Samsung, Citizen, Hyunday, Jaguar... and famous architects: Jean nouvel , Massimil-iano Fuksas, Ettore Sottsass, alessandro Mendini, Marcel Wanders, Stefano Boeri, nendo and many many more.

But the world is running, the crisis resizes budgets and ambitions, democratic design gets decisively ahead. it is the time of mak-ers, start-ups, self-productions, limited edi-tions, 3D printing, e-commerce, re-use, web designers, emerging countries, latest gen-erations getting side by side to top names and the most significant companies.

2015: Superstudio’s format incorporates the temporary Museum in Superdesign Show with the new artistic direction by Carolina Nisivoccia, opening up to all new, still un-known energies, to research of Universities, to young authors recruited through the web, to the latest technologies, to robotics and in-novative handicraft, overcoming limits and the targets of design as generally intended.

in the name of CoLor, today, Superdesign Show invites you, as always, to preview new trends, new entries and opportunities.

Gisella Borioli

Exhibitors’ graphics, common areas signs, catalogues and magazines, invitations and cards, shopping bags and t-shirts, single or collective communication, packaging and banners, publications and flyers, the whole Design event is coordinated under a graphic line which changes its coordinates every year.

An harmonious, clean, professional and not fair-like image, that highlights each element, emphasizes the exhibition themes, interprets the exhibitors requirements, embraces commercial and cultural moments following an ever elegant and surprising fil rouge.

SUPERDESIGN: COORDINATED GRAPHIC

45

Superdesign Show’s communication is made by the Communication Office of Superstudio Group, who is in charge of the promotion of the event, especially professionals on the field, and for the intense Press Office activities through on-going relationships with national and international media, the numerous partnerships and collaborations with Italian and International institutions, the design week around the world, televisions and new media.

The communication office collects the material of all exhibitors in order to develop it into effective integrated communication tools.

Superstudio’s Press office is operative all the year on Superdesign Show project, with its sections and special initiatives, and covers completely the communication to the Italian and foreign media (printed matters, TV, radio and internet) with effective experienced tools:

• Over 20 magazines media partner • Continuous Press Kit updating, in collaboration with the exhibitors and continuous forwarding to the press • Dedicated website www.superdesignshow.com • Facebook, Instagram, YouTube • @AT Superstudio Magazine, online magazine produced by Superstudio with daily updated contents and monthly paper, both in Italian and English. Special issue on Milano Design Week of Superstudio, limited edition www.at-superstudiomagazine.com • Editorial and advertising pages, guides, various maps • Newsletter and email marketing • Digital invitation sent to Superstudio database (over 200.000 international contacts)

A Press Office dedicated to the press will be open at the entrance of Superstudio Più during all the event. With particular attention to the Press Preview, the press office registers and assists the journalists, promoting interviews and in-depth discussions, handing over communication material. The exhibitors may leave in the Press Office the specific material regarding their company (press releases, folders, flyers, brochures, etc.).

SUPERDESIGN: COMMUNICATIONBEFORE DURING AND AFTER

46

Besides the usual press office activities, specific media partnerships are drawn up with important Italian and foreign trade and non magazines.

Free media partner magazines, the official @AT Superstudio Magazine and various free maps are handed out to visitors in the dedicated space, Pressforyou.

MEDIA PARTNERS 2019: 90+10, Abitare, ADD Awards, Architonic, Artribune, Billboard Italia, Design42Day, DesignWanted, Domus, Exibart, Fuorisalone.it, Icon Design, Interni, Living, Luce, Luxos, Modem, My Art Guides, Pambianco Design, Platform, Spotify, WU.

SUPERDESIGN: MEDIAPARTNERS, MAGAZINE AND PRESSFORYOU

47

Asus, partner Press Office and technology device, 2016

Valdo, 2016 eBay, 2017 Slid

eArt

, out

sid

e in

stal

latio

n, 2

014

Mab

ele,

201

6

Veuv

e C

liquo

t P

onsa

rdin

, p

artn

er M

yOw

nGal

lery

, 200

9

Brother, free printing partner and creative laboratory, 2014

Infinity, partner courtesy car, 2010

We like to think that any “sponsorship”, being either a proactive or technical one, is effectively a different type of collaboration that enriches Superdesign contents, as well as other artistic, cultural, commercial, BtoB or consumer-oriented events that are held at Superstudio during the year and in different Italian or foreign locations.

Exhibitions, events, services such as computers in the press office or courtesy cars, shopping bags and USB memory sticks, meeting rooms and beverages, freebies and installations, technology and labs available for visitors, restaurants by invitation and video walls, wall papers and outdoor and indoor greenery, performances and conferences, furniture of the common areas and hostess clothing are some of the “customized” projects devised along with our partners and sponsors.

SUPERDESIGN: PARTNERS AND SPONSORS FOR ORIGINAL PROJECTS

48

Superstudio Café, by Michele de Lucchi

Superdesign Lounge by Valdo, 2016

Poltrona Frau Vip Lounge, 2014Masterchef at Superstudio,

by San Pellegrino, 2014 Dada Café, the bar

Just Juice Bar, 2013Barbecue restaurant, Roof, 2017

Superstudio is not just a little, elegant, surprising “fair”. Superstudio is an extraordinary place, unique in Milan, that takes care of its visitors, where you can spend a pleasant day, relaxing in the lounges, sitting in the scattered seats, having refreshments in a real star-rated chef’s restaurant, energizing at organic juice-bar, gathering in the meeting points, enjoying a break energizing at organic juice-bar, gathering in the meeting points, enjoying a break in the garden or on the Roof Garden by Michelangelo Pistoletto in the Art Point’s Roof.

Superstudio’s reception team is at visitors’ disposal to make their visit an even nicer and personalised experience.

AND RELAX MEETING SPACESSUPERDESIGN: CUDDLES FOR OUR VISITORS

49

Allestimenti, montaggi, grafica, luci, magazzini, tutto a disposizione internamente

Superstudio Più is perfectly structured from a logistic, security and all facilities point of view to host high level events securing the utmost comfort and full technical and professional support to creativity, offering to customers a complete customized approach.

Among exclusive facilities that can be requested to Superstudio Più, a storage is available, on the premises,to store packages and materials, the construction/ delimitation of spaces where needed*, electric connection in the stand, coordinated graphic and image, cleaning services*, 24/7 watchman service, possibility to work overtime on request 24/7 and assistance by our internal technical staff during the whole time of the event, to solve any kind of problem.

Furthermore, wide external space that allows the entrance of articulated lorries transit up to 40’ (up to three at the same time), in-house forklift renting service with driver and differentiated entrances allowing to optimise loading and unloading process substantially reducing dead times and allowing the simultaneous set up of more than one space.

More facilities are available inside Superstudio that only such location can offer: bar-restaurant and other refreshments areas, hall for private parties, catering service, press and communication office, creativity consultancy, lounge and meeting points, press-point for the collection or consultation of the main international magazines, reception, information desk, hostess during the event, visitors and press screen and registration, temporary-shop, cloakroom, garden, roof terrace.

* It is required to use our suppliers

SUPERDESIGN: A NO PROBLEM AND ALL-INCLUSIVE EVENT

50

Basement

Daylight

Art Garden

Roof

MyOwnGalleryLoft

4rooms

Gallery Art Point

Central Point Lounge

First Floor

Superstudio’s three locations present different customizable spaces and solutions. Prices vary according to position, size and other features of each space. The large spaces Art Point, Daylight and Lounge, from 400 sq.mt to 1000 sq.mt have prices per unit upon request; for the “Box” of the Central Plaza built in the Central Point, delimited spaces, the basic price starting from 100 sq.mt is approximately 230€/sq.mt including assembling and disassembling days. Spaces below 100 sq.mt outdoor spaces or shares of collective exhibitions and other locations have variable fees according to the project and services eventually included. Mandatory communication differentiated fees are to be added to space + service costs, as an integral part of Superdesign project and securing visibility and international media coverage for both the event and its exhibitors.

SUPERDESIGN: RATES FOR DIFFERENT FORMATS

51

GRAPHICS AND CUSTOMIZATION• Via Tortona Bridge customization

WASTE DISPOSAL• General or special waste

PRIVATE PARKING• Via Forcella 13 or Via Tortona 35

MACHINERIES• Lift truck 3t with operator• Lift platform 10mt• Pantograph• Electric pallet truck• Electric generator• Machineries for special activities

SET UPS• Audio/video set up • Lights set up • Furnitures rental• Dividing curtain, installation included • Carpet• Cloakroom with hangers, stenders and tickets

INTERNET CONNECTION• Free Wi-Fi Superstudio• Creation of customized Wi-Fi network • Ethernet wires set-up from switch to the designated internet station• Global connectivity upgrade • Ethernet ports configuration • Backup optical fiber • Extra Access Points

PERSONNEL• Cleaning day or night time• Hostesses and Stewards• Interpreting translation booth • Guided tours• Not armed Security (day or night time)• Armed Security• Porter• Worker (day or night time) • Specialised worker (day or night time) • Photographer • Video Maker• Ambulance• Doctor• Electrical assistance• Internet assistance• DJ

MONITORING• Registration/ access control systems

SECURITY• RSPP, dedicated to the event• Fire-fighting team

SET OF FORMS• SIAE authorization

CONFIGURATION• Hydraulic• Electrical

CATERING• Cocktails, Buffet, refreshments, coffee Station

SERVICES FOR A “TURNKEY” EVENT

52

SUPERDESIGN: THE NUMBERS OF SUCCESS

200.000 database contacts

100.000 visitors

39.000 @AT Superstudio Magazines downloaded

15.000 copies of @AT Superstudio Magazine

27.000 sq.mt occupied

in the 3 locations, Superstudio Più, Superstudio 13 and Superstudio Maxi

2.000 registered journalists

500 articles and press reviews

120 exhibitors among big names and small companies or independent designers

40 and more international media partners

7 Superstudio Hospitality short-rent apartments

4 restaurants, garden and roof-garden

2 conference rooms

2 VIP lounges

1 Materials Village

* Average data on the last 2 years results

53

Tokujin Toshioka for LG, 2017

Gisella Borioli and Milan major Giuliano Pisapia, 2014Imagine New Days, Aisin, 2016

Neoral Wonder by Canon, 2011

Superstudio’s original project, Superdesign concept, the fabulous installations by exhibitors, the activity that values great names and young talents in fashion art and design and the innovative selections in general allowed Superstudio Group to achieve the numerous awards and recognitions. Here are some of them:

• 2017 - Milano Design Award to Sense of the Future, project by Tokujin Toshioka for LG - best installation

• 2016 - Milano Design Award to Imagine New Days by Aisin - best engagement

• 2014 - Ambrogino d’Oro of the City of Milan to Gisella Borioli, CEO of Superstudio Group for the contribution of the city’s cultural development

• 2011 - Milano Design Award to Neoral Wonder Canon - best installation

SUPERSTUDIO: AWARDS TO THE LOCATION

TO PROJECTAND CONTENTS

54

Iconic Objects, Downtown Design Fair, Dubai, 2013

Eric Yim, chairman, Hong Kong Design Centre and Gregory So Kam-leung, secretary for commerce and economic development of Hong Kong, visiting Superdesign Show, 2017Select Objects, special guest Prince Andrew, Duke of York, 2010

After the successful presentation in Dubai of the Iconic Design exhibition as a Temporary Museum 2013 collateral event, Superstudio Group’s activity abroad continues with initiatives and events either collective or dedicated to single companies. Design, life style, furniture, lighting but also fashion, art, food and beverage, automotive, technology, green economy, communication, entertainment etc.

After the Middle East, new Focus on Japan, Hong Kong, China and Korea with Made in Italy projects selected and coordinated by Superstudio.

Delegations abroad with important international personalities and institutions bring to Superdesign professional visitors from all over the world.

SUPERSTUDIO TAKES YOU AROUND THE WORLD

AND BRINGS THE WORLD TO YOU

55

Basement, Cappellini private party, 2012

SUPERDESIGN ONGOING ALSO AT NIGHTThe activity does not stop at sundown, but goes on all night until the reopening the following day. 24/7 watchmen, call operator for emergencies, security in the areas, cleaning and maintenance services do not stop even when premises are closed to the public.

In addition, it is possible to organize private events, business parties, presentations, dinners on reservations, meetings in specific areas upon request.

Our team will do their utmost to secure successful extra-time events.

56

Flat 14 - via Beatrice d’Este 14Flat 13 - via Stendhal 13Flat 12 - viale Elvezia 12

Flat 6 - via Cherubini 6Flat 4 - via Beatrice d’Este 4Flat 3 - via Valparaiso 3

SHORT-RENT APARTMENTS FOR DESIGNERS AND EXHIBITORSA new opportunity for our clients during events or stay for business, tourism and culture. In line with trends and requests of the market, Superstudio Group launches Superstudio Hospitality, a new initiative that complies with short or medium term hospitality needs in Milan during the numerous events hosted at Superstudio, in Tortona district or around the city. 7 comfortable apartments, with one or two bedrooms, in central areas and in buildings designed by great Milanese architects, all overlooking the typical Milanese inner courtyards, renovated and decorated with design furniture and art works.

57

TECHNICAL SHEETSUPERSTUDIOMILANO DESIGN WEEKThree spaces, three eventsA project by Gisella BorioliWith the artistic supervision by Giulio Cappellini

SUPERDESIGN SHOWSuperstudio Più - via Tortona 27

DNADesignNatureArchitectureSuperstudio Maxi - via Moncucco

TECH&LIFESuperstudio 13 - via Forcella 13/via Bugatti 9

Free entrance by invitation and for professionals by online registration. School groups upon booking and online registration. Free shuttle for Superstudio 13, Superstudio Più, Superstudio Maxi.

CONTACTSSuperdesign Show Exhibit Director: Dario Negri d.negri@superstudiogroup.comDNA Exhibit Director: Fulvia Ramogida dna@superstudioevents.com Tech&Life Exhibit Director: Danilo Pasqua dpasqua@superstudio13.comCommunication/Special Projects Director: Chiara Ferella Falda c.ferellafalda@superstudiogroup.comBooking: Valeria De Grandis v.degrandis@superstudioevents.comTechnical Coordination /Exhibit Design: Stefania Ambrosini s.ambrosini@superstudioevents.comGeneral Secretary: Ilenia Sileni design@superstudiogroup.com info@superstudiogroup.com tel. +39 02.422.501

Superstudio Groupvia Tortona 27, 20144 Milano - tel. +39 02.422.501

www.superstudiogroup.com - info@superstudiogroup.comwww.superdesignshow.com