The circuit.  The brand.  The communication.  The content.

TORTONA DESIGN WEEK 2011 . Opening: 12-Apr-2011Closing: 17-Apr-201

The circuit.


The Tortona Design Week, an idea by the cultural association Tortona Area Lab, aims to promote and coordinate exhibition and cultural initiatives taking place during the Milan design week in and around Via  Tortona, Via Savona and Via Stendhal.

The exhibition circuit will feature important participants, big events and interesting new proposals, a decidedly interesting mix appealing to an international audience of professionals and sector operators that  make up the event’s selected target.

The founding partners -Gisella Borioli from Superstudio Group, Marzia Cantone from Magna Pars, Daniela  Triulzi from Tortona Locations and Uberto Cajrati – who share a strategic vision for development of this  area with other important players locally – are backed by an artistic board of three famous names in the  world of design -Giulio Cappellini, Paola Navone and Marcel Wanders.

The brand.

Stefano Giovannoni was the obvious choice for the event’s visual identity. This internationally famous designer with strong local roots has created a big-impact coordinated image with a logo and signage that is  visible yet low-key, a thread running through the over 60 locations in the zone.

The extremely evocative logo gets its inspiration from the shed roofs that are so typical of the industrial buildings that make up the architectonic fabric in this district.

The colour chosen is black, which will be teamed with a bright contemporary shade to create different  communication tools.

The communication.

The event’s communication project is an “umbrella” of tools and actions that will sustain communication  structures of the single locations and exhibiting companies to give strong coordinated visibility to the  actors on the circuit and provide support for press and sector professionals in decoding the individual  content and accompanying visitors to discover places and people.

The content.

Plenty of very interesting content for Tortona Design Week 2011.

First of all the Design Food Terminal – a reception and quality catering project housed in buildings in line with the design context, located in Via Tortona and the roundabout on Via Bergognone, to deliver a service  on a level with the image of Tortona Design Week and its international audience.

Along the route, urban furnishing and “green” installations created in partnership with important outdoor  furniture manufacturers.

To coincide with Euroluce, there is good participation by companies in the lighting engineering sector, like Epic (Via Savona 25), Foscarini (Superstudio Più, Via Tortona 27), Lumiotec (Officina 2, Via Tortona 31), Sidedesign (Beside, Via Tortona 20), Vertigo Bird (Little, Opificio 31 Via Tortona 31) and Beby Italy Diluce (Via Tortona 37).

The technology sector will also feature good numbers, with big international names like Canon (Superstudio Più, Via Tortona 27), HTC (Quattrocentomq, Opificio 31 -Via Tortona 31), Philips Saeco|Whirlpool (Click, Via Forcella 7), Samsung Electronics (Superstudio Più, Via Tortona 27) and Toshiba  (Via Savona 37).

There will be spaces dedicated to wellness and relaxation with Home&Spa Design (Superstudio 13, Via Forcella 13), Grohe (Magna Pars, Via Tortona 15), Chiocchini Design (Via Novi 1), and Inax – Lixil Corporation (Superstudio Più, Via Tortona 27).

Important installations also by brands of surface coverings and materials such as Alcantara® (Superstudio  Più, Via Tortona 27), Cristalplant® (Superstudio Più, Via Tortona 27), TRON designs CORIAN® (Visconti  pavilion, Via Tortona 58) and Mosa (Magna Pars, Via Tortona, 15)

The “worlds of design” are represented in the zone of collection exhibitions illustrating lifestyle and creativity with a multicultural slant: the Chinese of Rizzoli Beijing with “Woyou” Beijing & Shanghai – Travelogues in Design (Pasticceria, Via Tortona 28), the French with the exhibition ‘VIA Design France 2011’  (Opificio, Via Tortona 31), the Danes of the Danish Design Centre (Opificio 31, Via Tortona 31), the  Portuguese with the event AIMMP (Autorimessa, Via Tortona 20) and with Portugal Brands – Design  Celebration (Torneria 2, Via Tortona 32), the Germans with Rat für Formgebung/German Design Council –

Design Deutschland (Carrozzeria, Via Tortona 32) and the Serbs with Creative Space Serbia (opposite  Superstudio Più, Via Tortona 54), the Swedes from Svensk Form, the Thai and Poles with Comforty Living  (Superstudio Più, Via Tortona 27), Russian designers in the exhibition Moscow Design Week and Giulio  Cappellini presents 02.2.20 Project (Opificio 31, Via Tortona 31).
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