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MONTENAPOLEONE DESIGN EXPERIENCE 2018 MIXXXING ARCHITECTURE

On the occasion of Milan Design Week, MonteNapoleone District becomes the "Design Quarter". Via Montenapoleone will host a photo street exhibition titled Mi[x(xx)]ing Architecture...

  • Massimo De Angelis

On the occasion of Milan Design Week, MonteNapoleone District becomes the "Design Quarter". The represented streets will show: Studio Job installation on the facade of Garage Traversi; a photo street exhibition titled Mi[x(xx)]ing Architecture; the kaleidoscopic installation of Murano glass by Barovier & Toso; and Audi Installation showing the state of mobility of the future with the avant-garde technology. These activities confirm that Milan has gained in popularity in recent years on the international scene. From April the 16th to April the 22nd, on the occasion of Milan Design Week, Montenapoleone, Verri, Sant'Andrea, Santo Spirito, Gesù, Borgospesso and Bagutta streets host "MonteNapoleone Design Experience 2018". Ranked among the world’s top high streets, Via Montenapoleone is the heart of Milan's fashion district and also the place where creativity, tradition and innovation blend. For a week MonteNapoleone District becomes "Design Quarter" where the pairing between fashion and design takes place. As a matter of fact Montenapoleone is not just the city’s shopping temple. Fashion passes the baton to a worthy successor: high-end Design. The District’s lavish collateral in store events celebrate Milan as the quintessence of Italian design and lifestyle. Garage Traversi rationalist facade make-over (Via Bagutta 2) is designed by The Studio Job Designer duo. Traversi is one of the historical locations of the District and was designed by architect Giuseppe De Min; in actuality, the photo-street exhibition sponsored by BNP Paribas Real Estate is dedicated to the architecture of the thirties: contemporary with the Garage Traversi building. The title of the exhibition is Mi [x(xx)] ing Architecture - "In the wake of the modern city" and is focused on Milan’s most famous buildings from the 30s. Along via Montenapoleone you can discover ten perspective views of the most important works from the following architects: Emilio Lancia, Gio Ponti, Giuseppe De Min, Piero Portaluppi, Luigi Figini, Gino Pollini, Giuseppe Terragni, Giovanni Muzio, Alessandro Rimini and Pietro Lingeri.  The themes on which we decided to work on this second edition are linked to cross-sector collaborations to support the commercial activity of the streets with a cultural awareness process. Thanks to the consolidated collaboration with Audi, historical partner of the Quarter, MonteNapoleone District becomes an important check-point for Milan Design Week’s visitors. From Via Sant'Andrea, the public will be able to access the Audi City Lab on Corso Venezia 11. An avant-garde exhibition and meeting point that will host important moments of artistic and intellectual expression. The project is accompanied by the installation of Mad Architects. It is a sculpture that creates different scenography-layouts, changing shape depending on the perspective. Via Montenapoleone will show the new Audi A8 and Audi A7 Sportback: two stylistic icons of the brand. Barovier&Toso presents a "Bijou" glass box at number 16 of Via Montenapoleone. A metaphysical window representing time as a luxury; it is also the occasion to allow visitors to discover the wonders of Murano glass chandeliers.  MonteNapoleone District will be FuoriSalone must see, where the Design Week audience will discover leading innovation design in some of the top worlds Luxury Brand Boutiques. In fact, even on the occasion of the FuoriSalone as for the other MonteNapoleone District events such as Yacht Club in May and La Vendemmia in October, the Association coordinates all associate brands in order to create synergies between commercial and tourist operators together with the Milan and Italian institutions. "This year, once again - declared Guglielmo Miani, president of MonteNapoleone District - Montenapoleone and the six represented streets host the world’s most important design week. Design is a sector in which Italian companies teach and stand out. Milan Design Week is a great opportunity to create high-level synergies in order to achieve one of our main objectives: to make Milan a privileged destination for international tourism. The photographic exhibition on some iconic pieces of Milan’s architecture from the thirties enhances and narrates its intrinsic aesthetic, innovative and functional qualities."