Italian Design Futures Capsule
Stefano Boeri Interiors has been called upon to devise a new exhibition format, this time in Asia within FIND (Furniture, Interiors and Design) – Design Fair Asia on the occasion of the Singapore Design Week. FIND – Design Fair Asia is the Asian benchmark event for the furniture, interiors and design industry, 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 chose to entrust Stefano Boeri Interiors with the elaboration of the creative concept and design of the area dedicated to Made in Italy called the “Italian Design Futures Capsule” which has also been realized thanks to the support of the Italian government through the Italian Embassy in Singapore, the Ministry of Foreign Affairs and the Italian Trade & Investment Agency (ICE).
“Being able to give continuity in Asia – within the context of FIND - to the research work started last year in Milan with the special event of supersalone is for Stefano Boeri Interiors the opportunity to pursue the experimentation of new exhibition concepts able to represent Italianness to the world, in a simple, functional and democratic way, leaving to the desplayed creations a central role in dialogue with the context." Stefano Boeri
The exhibition layout conceived by Stefano Boeri Interiors for the “Italian Design Futures Capsule” is characterized by a circular layout, a concentric layout designed to replace the typical grid layout, which aims to encourage a dynamic and free flow within the pavilion, allowing entry from any side and thus ensuring equal visibility to all exhibitors. The space is developed around a symbolic ‘square’ that represents a meeting place dedicated to the exchange and sharing of visions and projects, the beating heart of the entire layout, towards which visitors naturally flow to attend the masterclasses held in partnership with the magazine INTERNI or to visit the exhibition organized by ADI (Association for Industrial Design) dedicated to the Compasso d’Oro with a reflection around the theme of “responsible sustainable development.” Within “The Italian Design Futures Capsule,” the companies’ exhibition spaces also take on a new identity and definition: no longer closed on 4/6 sides as in the traditional setting, but open, they are presented as a succession of small stages in which each company has the opportunity to display its products either on vertical walls, shared (for graphics and communication of the companies) among the exhibitors, or on horizontal surfaces, both modular. This arrangement creates a different experience, giving visitors the impression of wandering inside a large archive of Italian creativity and excellence.
“The layout we designed for the Italian Design Futures Capsule wants to put the user at the center of the exhibition system, which is why we designed a space that is able to leave the visitor free to move around, having the opportunity to open up to new and increasingly direct experiences and interactions with companies, products and novelties of the Made in Italy." Giorgio Donà
Project: Stefano Boeri Interiors
Client: Fiera Milano & DMG Events
Photo: courtesy of Fiera Milano
Year: 2022