The FuoriSalone becomes a chance to grant visibility, thanks to multidisciplinary approaches, to the world of the automobile that comes to terms, through unusual perspectives, with a theme that has always kept it close to the world of furnishings: design.
Alongside installations where cars were the protagonists, like the sculpture by the artist Nino Mustica for the Discovery Sport of Land Rover, there were reflections – such as the imaginary city of the future by Jaime Hayon for MINI – on circulation and themes connected with the environment and virtuous behavior.
We also saw some stylistic exercises, like the interpretations of Alfredo Haberli of the BMW motto: Precision & Poetry.
In the context of “designjunction edit Milan,” the historic automaker Jaguar, in collaboration with London-based designer Tom Dixon, displayed its experience in working with aluminium, the material of the new Jaguar XE, and brought the sculpture Word Cloud to Italy for the first time: a structure that represents, with 95 words in seven different languages, the forms of automotive bodywork.
The projects presented by Peugeot and Lexus were particularly interesting. The encounter between Philippe Nigro and award-winning chef Hajime Yoneda led to an itinerary created for Lexus in multiple stages, involving the senses at different levels thanks to culinary creations invented to amplify the sensation experienced inside each installation.
Peugeot also explored the senses, presenting for the second consecutive year the exhibition “Motion & Emotion,” entitled “Field of Sound” this year and created in collaboration with Fabien Oefner and Simon Schubiger. In a field, 5000 plexiglas stems moved, in keeping with the sounds generated by a pianist at a keyboard.
text by Domitilla De Mitri
photo Matteo Cirenei