Energy for Creativity opens its doors today. This is the Exhibition-Event organized by Interni that takes place in three locations: Università degli Studi di Milano (via Festa del Perdono 7) with A Dream for Tomorrow. Looking to the Past to invent the Future; Orto Botanico di Brera (via Fratelli Gabba 10 – via Brera 28) with The Garden of Wonders. A Journey through Scents and Audi City Lab (via Monte Napoleone 27) with Mind Movers. This event will continue until 24th May thus overlapping for one month with Expo Milano 2015.
What are creativity and energy? This is a question that was raised during the presentation of the 18th Event organized by Interni. Energy stems from a spiritual relationship between sky and earth, it is de-sign, humanism, experimentation, it’s separating a shape from another shape. Creativity is rationality, but also emotion, it’s watching reality from another point of view, it’s taking a stand. And is it Energy for Creativity or rather, as Philippe Starck provocatively suggested, Creativity for Energy, an attempt to preserve energy, stock it, save it in an open stock perspective, as a stock-exchange of products and materials for design?
Creativity and energy can be seen through the continuous flow of past, present and future. The great power of design is that of enabling us to see a better future, starting from roots, tradition, craftsmanship. “ Our roots in the past, our foliage in the future”, concluded Philippe Daverio, the debate moderator of the round table: at the Orto Botanico, Be Open Foundation organized an exhibition about perfumes that intends to recover valuable and ancient brands; at the Università degli Studi, installations play with materials, concepts as well as ancient, but always new visions of design balancing future and past.
In the Audi City Lab creativity means avant-garde, technology, but also emotion through the design of three Italian historic brands such as Ducati, Lamborghini and Giugiaro Design. Technology excellence and taste for beauty are the parameters on which Agusta Westland’s creativity is based. Agusta Westland joined Interni to launch a competition for young designers (the winner will be announced in October) inviting them to combine aesthetics, comfort, quality of materials, safety and weight in an interior design project for the Convertiplane, that takes off vertically like a helicopter and is fast as an airplane.
This year too Interni stands out as one of the leading players of the international design system. It takes design by the hand and walks with it towards Expo Milano 2015, attracting the best creative energy around in this moment. Diana Bracco, Chairman of Expo 2015 spa and General Commissioner of the Italian Pavilion, described Interni’s event as something leading up to the universal exhibition, animated by the same broad themes focused on Man and able to bewitch and attract especially young people who are hungry for innovation and bring brilliant ideas.
Gianluca Vago, Dean of the Università degli Studi di Milano, thanked Interni’s Chief Editor Gilda Bojardi for giving him the opportunity of inaugurating the new Lecture Hall (works finished last Friday) with an extraordinary event in a week that is as extraordinary, the Design Week. An event that will leave a mark, an event so unique and rich of ideas and contents that – as Ernesto Mauri, Managing Director of the Mondadori Group, declared – shows the strength of a publishing house and indicates its future.
An event you can live, taste, breath in the courtyards and arcades of the Ca’ Granda. An event that is not necessarily an event to understand. Perceiving it is enough. On the other hand, this applies to design too.
Text by Danilo Signorello – photo by Efrem Raimondi