Events in the showroom district, the gems of museums and luxury boutiques: the unmissable appointments of FuoriSalone 2021 in the center of Milan

The great news of FuoriSalone 2021 in the district that revolves around via Durini is the opening of D Studio, the new Design Holding multistore that will host B&B Italia, Maxalto, Azucena, Arclinea, Flos and Louis Poulsen.

About D Studio in Copenhagen read here

But a plethora of events will also animate Corso Monforte and the Quadrilatero della Moda up to Corso Venezia. With the SuperSalone dedicated above all to installations and communication operations, the role of showrooms, in this very special edition of FuoriSalone 2021, will be strengthened: in short, to see the new furnishings, a visit to the heart of Milan is definitely a must.

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D Studio, the new Design Holding showroom, via Durini 14

D Studio was created to create an exceptional destination in the world of design, where for the first time prestigious brands from the contemporary furniture and lighting sectors come together, to offer a multi-brand merchandising path”, explains Gilberto Negrini, ceo B&B Italia.

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This is a groundbreaking operation, which has the potential to shake up the retail of the design sector and of which the first format has already been inaugurated in Copenhagen at the beginning of June. The aim: to approach an intimidated audience and invite them to discover a world by sharing its values and languages in an open way. “This is a new approach on the retail front, which Design Holding has transformed from a vision to a real destination” continues Negrini. “Today, the consumer wants to renovate domestic spaces in a heterogeneous way, mixing planning and product categories”.

Why do we like it? There is a great need to renew the relationship between design and the public, with spaces that stimulate more curiosity and do not intimidate. D Studio is obviously not Ikea: it will remain a high end destination. But it marks a change of pace on the part of the big brands in terms of opening up to a wider audience to a different way of living living.

What to see at D Studio? “What Design Holding has envisaged is a multibrand space, where the public will have the opportunity to find furniture, accessories, kitchens and lights in a single space, with a dedicated customer service”, exolains Gilberto Negrini.

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Hermès with Luca Nichetto, via Montenapoleone 14

Luca Nichetto is an ace catcher and it is no coincidence that Hermès asked him to imagine a project for the shop windows in via Montenapoleone, which has just reopened after the expansion and restoration works. A brand new space that will also host the art de vivre collections: furniture and table porcelain. Luca Nichetto wanted a project inspired by classical mythology, a portion of universal and identity history inspired by the 2021 theme of the Hermès human odyssey. The title is Mythological Rennaissance.

What to see at Hermès? Obviously the 4 surreal but cheerful, ephemeral windows. Ideal and light-hearted sets for a product that really has a great weight in the collective imagination. Inside the shop it is worth taking a look at the original Carré Beta, signed by designer Nathalie Du Pasquier. And a wooden reproduction of the Faubourg St. Honoré, made by Michele De Lucchi.

Why do we like it? Because Luca Nichetto, even if compared with a giant very serious of fashion, does not lose that Venetian attitude to play and lightness that has made his design highly appreciated all over the world.

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Let me have fun! from Atelier Daniela Gerini, via Sant’Andrea 8

From the meeting between the stylist and designer Daniela Gerini and the inventor of the Atelier des Réfusés Carolina Nisivoccia, Lasciatemi divertire! (Let me have fun!)  Is born, a project that seeks meanings to give value to the word “waste“. Here interpreted by two different sensibilities united by "knowing how to see" the beauty in things that have not yet found their way. Painted, artistic and abstract fabrics, applied in fashion garments and super expressive pieces of furniture by Daniela. A fabric that becomes the object of a fun “circular” metamorphosis from scrap to a particular and refined pillow, with infinite possibilities for living at home and in the open air, in Carolina's project.

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What to see from Lasciatemi divertire! The space is that of the former Biki tailor who created the clothes for the divine Callas, the pieces are those of two creatives who try not to take themselves too seriously and, in doing so, invite us to integrate the ecological transition and its thousand implications in all kinds of creative expression.

Why do we like it? The title is wonderful, a hymn to the enthusiasm that we hope will reign during FuoriSalone 2021. The pieces promise to be interesting interpretations in the wake of reuse and a reflection on waste materials.

The other FuoriSalone 2021 events in the Durini, Quadrilatero and Monforte area: list being updated

  • Flos (Corso Monforte 9) celebrates the fiftieth anniversary of Parentesi, designed by Achille Castiglioni and Pio Manzù in 1971, with an installation by Calvi Brambilla and presents the new Oplight lamp, a synthesis of simple form and sophisticated technology, designed by Jasper Morrison.
  • Kvadrat, new Residential Showroom designed by Vincent Van Duysen Architects in Corso Monforte 15.
  • Convivium c/o Design Republic, via della Chiusa 10. Arts de la table in marble Marimar, designed by Analogia Project, Eligo Studio, Federico Angi, Giorgio Bonaguro, Gustavo Martini, Flatwig Studio, Maddalena Selvini, Matteo Agati, Philippe Tabet e Ronald Sasson. Curator: Davide Fabio Colaci.
  • Palazzo delle Meraviglie (Palace of Wonders), Museo Bagatti Valsecchi, via Gesù 5. The second edition of the exhibition path designed by Katrin Herden involves six international design companies: DeCluuz, Jallu Ébénistes, LcD, Perennials and Sutherland, Sohil, Van Rossum.
  • Signature Kitchen Suite, via Manzoni 47. The showroom hosts a plant installation intoxicated by the scent of aromatic herbs, created in collaboration with P’arcnouveau. A path that goes from the pop-up farm market under the arches of Porta Nuova, to the True to Food themed tasting, a tribute to the simplest and most genuine ingredients.
  • Bulgari, Metamorphosis at GAM - Galleria d'Arte Moderna in via Palestro: four international artists interpret the Serpenti collection of the Italian maison.
  • Heineken, The Greener Bar, Palazzo Serbelloni in Corso Venezia. An experimental project that on the occasion of FuoriSalone 2021 becomes a reproducibility test for future Heineken bars. Sustainability, reuse of materials and eco-friendly logic are the basis of interior design.
  • Palazzo Morando, via Sant’Andrea 6, Double Signature. Dialogues between design thinking and high craftsmanship, presented by Michelangelo Foundation for Creativity and Craftsmanship. The fifth edition, The Talented Garden, involves designers from various European countries and Italian master craftsmen, such as BAM Design - Bottega Artigiana Metalli.
  • Foscarini, Corso Monforte 19, in the setting up by Ferruccio Laviani, two exceptional collaborations will be presented: the partnership with Rodolfo Dordoni is back and another is inaugurated with Alberto Meda and his son Francesco.
  • 16, 7.24x0.26 Gallery, via San Pietro all'Orto 26. Six plexiglass sculptures by designer-artist Valeria Ghion that plastically describe the evolution of a system with fractal characteristics, a model used in computer science and statistics (but also present in nature) applied here to design.
  • Tom Dixon kicks off his Grand Tour of Europe with Milan: he will return to his space The Manzoni with the Luminosity exhibition and, in the Valextra boutique next to via Manzoni 5, he will create with Prolicht the Black Light installation inspired by Gio Ponti's archives , Ettore Sottsass and Achille Castiglioni.
  • At Palazzo Visconti (via Cino del Duca), André Fu Living will present the new collection of furniture, textiles, lighting and tableware for the Art Deco Garden table inspired by the artistic movement and the Zen gardens of Kyoto.
  • Il Salotto di Milano, Corso Venezia 7. The eco-sustainable Walldesign collection by Simone Guidarelli, created in collaboration with Officinarkitettura, covers the spaces, animated by a 'theatrical' photographic set that includes ad hoc ruffs. The fabrics of the creative eclectic also personalize the Arabesk Double seat by Matrix International.
  • Starpool, via Durini 27 (1st floor), offers a live experience upon reservation with Wellness Coach, the new virtual guide: an interactive system that transforms rest into regeneration, giving daily well-being practical and effective, smart and fast , increasingly accessible.
  • Jumbo Group, via Hoepli 8: on the outside, the installation Nature Holds Together by the flower and event designer Vincenzo Dascanio will interpret the different souls of the Group, aiming to express the newfound conviviality combined with the rediscovery of the importance of nature in everyday life.
  • At the Senato Hotel, in via Senato 22, the immersive installation Aqva presents unpublished works and objects inspired by the theme of water, handmade by Italian artisans and sold exclusively on Artemest, an online platform of high-end Italian design. Art direction Ciarmoli Queda Studio.


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