In the context of the London Design Festival, alongside the usual sector fairs and the circuit of events, there is a new appointment: I-Made, held at Saatchi Gallery from 19 to 22 September. A completely new format focusing on the quality of Italian design and manufacturing. With art direction by Giulio Cappellini, media partnership by Interni, and a program of events not to be missed

The Italian flag will wave from 19 to 22 September in front of the splendid neoclassical building that houses the Saatchi Gallery, in the heart of Chelsea, one of the most exclusive districts in the British capital. There will also be the banners of Interni, the media partner of I-Made, an event created by CEO Francesco Giasullo and directed by Elena Foschi, with a focus on Italian design and manufacturing. The artistic direction has been assigned to Giulio Cappellini, the outstanding talent scout, architect, designer and entrepreneur.

“I-Made, Italian Manufacture, Art and Design Exhibition, is an ambitious project that sets out to narrate the excellence of Made in Italy, and how it has influenced design on a worldwide scale,” Giulio Cappellini explained at the press conference for the presentation of I-Made, held in July in London at the headquarters of De Padova, one of the brands taking part in the project.

“A display area for companies, coordinated in a single layout design, welcomes a series of Italian brands that want to appear at their best, offering the finest creations of their collections, and the products best suited to the English market.” These firms include Luceplan, with the dramatic chandelier-lamp Mesh by Francisco Gomez Paz; Porro, with the table Metallico by Piero Lissoni; Living Divani, which celebrates its 50th anniversary in 2019, famous for the iconic Frog chair by Piero Lissoni; Cappellini, showing the Thinking Man’s Chair, which launched the young Jasper Morrison into the design star system in 1987, and the collection by the Japanese studio Nendo.

“This section that includes various brands ( Poltronova, Flaminia, Moroso and many others, ed.) is joined by two more sections: an exhibition zone, and another for discussions,” Cappellini continued. The first, with the title Take a Seat, brings together the best seats produced by historic Italian brands like Ceccotti Collezioni, De Padova, Driade, Flexform, Giorgetti, MDF Italia, Molteni&C, Poltrona Frau, Unifor and many others.

The second, on Friday 20 September, calls for tree encounters. In the morning, at 10.00, an event on Italian know-how, with Giulio Cappellini, Patricia Urquiola, Patrizia Moroso (art director of Moroso), Roberto Gavazzi (CEO of Boffi and De Padova), Giulia Molteni (marketing & communication director, Molteni & C); at 12.00 a.m. A global context: italian manufacturing, design & education, with Giulio Cappellini, Marc Anderson (director of education, Istituto Marangoni Milano Design) and Tèrence Coton (designer and Istituto Marangoni Alumni Ambassador); in the afternoon, at 18.00, the talk coordinated by Interni Design Experience: the quality of design Made in Italy, in which, moderated by Deyan Sudjic (director of the Design Museum of London), the Rome-based studio Lazzarini Pickering, the British artist Richard Woods and the architetc Aldo Cibic discuss the relationship between Italian and English creative culture.

Saturday 21 September at 15.00 p.m. Luxury interior trends, craftmanship & co-creation, with Marco Crededino (co-founder & Ceo Artemest), Brian Brennan (head of trade Artemest), Giulia Zanetto (marketing & communication managere Zanetto Argenti), Charu Gandhi (director at Elicyon), moderated by Becky Sunshine (design, interiors & lifestyle editor).

(Patrizia Catalano)