Milano design-in-the-city
The best design through showroom circuits and cultural events

22 October - 25 October, 2009

Milano design-in-the-city, conceived, coordinated and promoted by DesignPartners (organizer, among other activities, of ZonaTortona Design, DesignLibrary - in Milan, Shanghai and Istanbul, That’s Design!, Surfacin’-materials innovation, statuStories, IDW-Istanbul Design Weekend and DesignItalia) will be an event dedicated to product design that will make Milan protagonist between showroom circuits, cultural initiatives and entertainment activities. The four day event will be an excellent occasion to purchase new products that were presented during the Milan design week in April and discover product previews. The best design, exhibited in unique set ups and available for purchase.

Addressed to the general Italian and international public, Milano design-in-the-city will make the city protagonist guiding its visitors to discover the city and allowing them to live an inedited and intense experience. Each circuit will be dedicated to a product sector: interior furniture, outdoor furniture, complements and objects, kitchen and bathrooms, lighting, fabrics, surfaces and materials. Such division responds to the need of full satisfying the visitors’ requirements and to put every aspect of design on stage. The involvement of showrooms and design stores and their extraordinary opening hours will become an opportunity of communication, interaction and sales. A unique occasion to meet the protagonists of international design with the rhythm of a whole weekend: a great event in the European city with the biggest concentration of showrooms and design stores within walking distance through appealing urban circuits.

The information will be articulated and spread both on and offline. Besides, a map that illustrates the different circuits will guide visitors in order to plan their own tours according to their personal purchase interests and to offer a wide range of services that Milan as a design city is capable of offering. Thanks to the patronage of Milan Municipality and of the ADI (Associazione per il Disegno Industriale), Milano design-in-the-city guarantees the integration of the urban network and intends to offer a better service to its users.

THE PROTAGONISTS
Milano design-in-the-city is characterized by three main souls: shops, culture and entertainment. The first soul will involve more than sixty showrooms and stores. These locations are appealing both for consumers who will be able to purchase the new products on the market and also for design professionals who choose Milan for its wide offer, quality and the innovation of the products. The participating showrooms and stores will engage visitors in a contest whose prizes will be design products up for grabs that will be drawn at the end of the event.

By describing a product that they would like to design, consumers will become design protagonists and an occasion of interaction will be created: design experts will have a chance to become acquainted with the consumers’ needs and desires while consumers will have the opportunity to get a closer look into the design world. A wide programme of events will enhance Milan’s cultural vocation in terms of innovation and design contents. Thus, Milano design-in-the-city will be a container and conveyor for everything that is happening in the city: the events organized in the showrooms, those planned in the entire city and the special opening of the designers’ studios of Milan. Design hotels, bars and restaurants will also be involved in a circuit dedicated to entertainment and welcoming services.

HOTELS
The Boscolo Exedra Milano
GLOBE
STRAF Hotel & Bar // which will host the Milano design-in-the-city HEADQUARTERS
Town House 12
WATTTREDICI HOTEL

SHOWROOMS & STORES ( in alphabetical order )
Agape
Albini Fontanot / MC selvini
Alias
Antonio Lupi
Aquatech (Cesana)
Arclinea
Armani/Casa e Armani/Dada
Arper c/o Kvadrat
Kvadrat
B&B Italia
Boffi
Cappellini
Cassina
Centro Poltrona Frau Mandelli
Schiffini
Cerruti Baleri
Coin
Combines
Corian®Design
DeCastelli
Dedar
Dedon
De Padova
Crovato - Dornbracht
Driade
Elam
Elica
Entrata Libera
Flos
Guzzini
Fritz Hansen
Galbiati Arreda
Gandia Blasco
Gervasoni
Spazio Giorgetti
Interni
Kartell
Kerakoll
La murrina
Lea ceramiche
Lualdiporte
Luceplan
Meritalia
Molteni & C – Dada
Moroni Gomma
Moroso
Nava
Poliform – Ennerre
Poltrona Frau
Sag'80
Segreti
Serralunga
Seves Glass
Sicis
Skitsch
Stone Italiana
Technogym
TRE-P& TRE-Più
Spotti - Habitat Valcucine
Venini
Zanotta

Yatzer made a selection of some of the participating showrooms and stores of Milano-design-in-the-city 2009 :

COMMON THREAD: “Shape of dreams”
A common thread will link all the initiatives of the showrooms and stores: “Shape of dreams” will guide the participants in the set up of shop windows, in the organization of events and in the commercial offers. The theme “Shape of dreams” was established with the aim of communicating and expressing the contents of design: continuous research towards the improvement of the quality of life. The best interpretation of the theme will be decided by and independent jury and awarded at the end of the event. Milano design-in-the-city is an initiative of DesignPartners with the patronage of Milan Municipality and of ADI (Associazione per il Disegno Industriale). // Media Partner Casamica in collaboration with RCS Pubblicità.

Milano design-in-the-city SPECIAL PROJECTS

IDEAS CONTEST
Thanks to a contest, visitors will become true protagonists of Milano design-in-the-city. The theme of the contest will be “Tell us your object dream…it will become true”: visitors who will register to the event in each showroom will participate by describing a product that they would like to design. An independent Jury will select the most innovative ideas that will be awarded with design products donated by the participating companies. The winning ideas will become the briefing of the projects that young designers from Milanese design schools will develop during a workshop which will follow the event. All these projects will be presented during the 2010 edition of Milano design-in-the-city.

In order to make the visitors live an experience in terms of product design, the contest will give rise to an interactive exchange, putting in touch consumers with the design world. Players of the sector will have a chance to know or deepen the consumers needs while consumers will become part of the whole life cycle of a product, from designing to manufacturing.

SUSTAINABLE MOBILITY
Milano design-in-the-city is a unique event among the international design happenings, characterized by its showroom circuits, cultural initiatives and entertainment activities, all within walking distances, situated in different neighborhoods of the city. Through different communication activities, Milano design-in-the-city in collaboration with Milan Municipality will promote a sustainable mobility system in the city.  Underground stations as well as Milan’s Municipality bike sharing points and the “Circle line of design” stops (Bus line 94) situated close to the points of interest in the urban circuit will be highlighted in every communication tool, from signage to maps.  In order to facilitate sustainable mobility, maps will also highlight the walking distance between the different points of interest to encourage the public to visit them using public transport or by foot.

INFOBOX // 10 am – 9 pm Welcoming services for the general public will consist of different information points around the city where one can also have a relaxing moment. Infobox will be located in piazza San Babila, largo La Foppa and via Croce Rossa. In order to encourage the public to walk between the different points of interest, the welcoming points will be strategically positioned within the circuits, the Milan’s Municipality bike sharing points and the underground stations. Infobox architectural concept will be an inedited urban project designed by Studio Marco Piva for Milano design-in-the-city. The Infobox project realization and positioning is developed by DesignPartners in collaboration with Studio Marco Piva, De Castelli and Reflex.

WAYFINDING SYSTEM The different circuits and the showrooms will be will be highlighted by a signage project specially conceived for Milano design-in-the-city. An ornamental vase designed for the event and containing a tree will be positioned outside each showroom. In this way, DesignPartners, in line with its mission, will contribute to embellish the city with a precious object of sustainable design and, at the same time, encourage the growth of green areas. Aer the event, the plants will be donated to the city and will be planted in different urban green areas. The project for the events’ wayfinding system is developed by DesignPartners in collaboration with Studio Marco Piva, De Castelli e Raiflora.

Milano design-in-the-city HEADQUARTER
During the event, the Straf Hotel, situated in the heart of the city (Via San Raffaele, 3) will host an exclusive location dedicated to the press, designers, partners and sector players where they will be able to get all the information regarding the event and the exhibitors, conduct interviews, relax and enjoy the privilege of a dedicated staff. The Headquarter guests can relax and enjoy a cup of coffee offered by Saeco from 10 am to 9 pm.

CONVENTIONS
Two conventions will be the occasion of deepening and exchanging ideas on different aspects of design in the events: from production and distribution, to sustainability as a key aspect in event organization.

The first convention entitled “Design between production and distribution” will take place on Thursday 22nd from 10 am to 12 am in the Unione Commercio (Corso Venezia - 49 a). Different experts from Italy and France, two leading nations in two complementary sectors will participate as speakers: Italy a leading case of high quality design production while France is leader in the modern distribution. The following speakers will take part in the convention: City of Milan alderman for Productive Activities, Fashion, Working Policies and Events Giovanni Terzi; City of Paris alderman for Handcra Commerce, Independent Professions and Art Occupations Lyne Cohen Solal; a representative of Milan’s Unione del Commercio; Designers Days Paris President Alain Lardet; DesignPartners President Luca Fois and different Italian and French entrepreneurs and store owners. Sector operators and local media will also be invited to participate.

The second convention will take place thanks to a partnership between the cities of Milan and Turin. Common denominator: both cities have hosted events that have involved the whole city. The convention will discuss sustainability concerning events and design regarding services. Both conventions are promoted by DesignPartners in collaboration with Milan’s Unione del Commercio.