After the success of the innovative 'supersalone' format, the special event of the Salone del Mobile.Milano which in 2021 marked the return of the international furniture fair after the stop imposed by the pandemic, the multidisciplinary studio Stefano Boeri Interiors, founded by the architect Stefano Boeri with the architect Giorgio Donà, was asked to devise a new exhibition format, this time in Asia within FIND (Furniture, Interiors and Design ) - Design Fair Asia on the occasion of the Design Week in Singapore currently underway.
FIND - Design Fair Asia is the Asian reference event for the furniture, interior and design sector, organized by Fiera Milano in joint venture with dmg events, which attracts architects, interior designers, retailers, experts and design enthusiasts from all over Asia who wish to meet creative experiences from all over the world in a moment of exchange between East and West.
Fiera Milano has chosen to entrust Stefano Boeri Interiors with the development of the creative concept and design of the area dedicated to Made in Italy called The Italian Design Futures Capsule which was also created thanks to the support of the Government Italian through the Embassy of Italy in Singapore, the Ministry of Foreign Affairs and the Italian Trade & amp; Investment Agency (ICE) .
The exhibition set-up designed by Stefano Boeri Interiors for The Italian Design Futures Capsule is characterized by the layout circular, a concentric system designed to replace the typical grid layout, which aims to favor a dynamic and free flow inside the pavilion, allowing entry from any side and thus ensuring fair visibility for all exhibitors. The space develops around a symbolic 'square' which represents a meeting place dedicated to the exchange and sharing of visions and projects, the beating heart of the entire exhibition, towards which visitors naturally converge to attend the masterclasses realized in partnership with the magazine INTERNI directed by Gilda Bojardi or to visit the exhibition organized by ADI (Association for Industrial Design) dedicated to the Compasso d 'Oro with a reflection on the theme of “responsible sustainable development”.
Within The Italian Design Futures Capsule also the exhibition spaces of the companies take on a new identity and definition: no longer closed on 4/6 sides as in the traditional setting, but open, they appear as a succession of small stages in which each company has the opportunity to exhibit its products both on vertical walls, shared (for graphics and communication of the companies) between exhibitors, and on horizontal surfaces, both modular. This arrangement creates a different experience, giving visitors the impression of wandering around a large archive of Italian creativity and excellence.
"We wanted to give continuity in Asia, as part of FIND, to the research work started last year in Milan with the special event of the supersalone. Thanks to The Italian Design Futures Capsule we have renewed the experimentation of new exhibition concepts, able to represent the Italianness of the world in a simple and functional way, so that the creations on display always play a leading role "declares the architect. Stefano Boeri, co-founder of Stefano Boeri Interiors.
"The set-up we designed for The Italian Design Futures Capsule wants to put the user at the center of the display system, which is why we designed a space that was able to leave the visitor the freedom to move freely, having the opportunity to open up to new and increasingly direct experiences and interactions with companies, products and news of Made in Italy. " declares the architect Giorgio Donà, co-founder and director of Stefano Boeri Interiors.