Held at the Triennale, Milan, Mini’s exhibition titled “Don’t need a title: MINI, inspired by origins” was presented in four thematic rooms and described the history and philosophy of one of the most important icons in the world of cars.
There was a time when car makers came to Milan merely to observe. A handful of the more advanced designers would visit the Salone to be inspired by the wider creative community.
However, this has been steadily changing, with an increasing number of car manufacturers partaking in the last few years – with mixed results.
Because of the level of innovation, vision, and prestige surrounding the Milan Furniture Fair, many automakers use this week-long event as a chance to build their brand.
The auto-makers in recent years have been increasingly present at the Salone del Mobile in Milan, as most major car manufacturers take an increasing interest in the event.and muscle in on Milan.
The Salone was again invaded and supported by the Motor Car industry – showing their design credentials to the fullest and making a significant contribution to the exclusive party circuit in town for the Fair, with new installations, design competitions and the appearance of the odd concept car all conspiring to share the limelight with the big furniture brands.
The new Mini Paceman was unveiled at the Salone and is shown “leaping” from one world into another one, …
“in which colours and materials change and open the door to unimagined realms of experience.”
This interview by Marcus Fairs, was filmed as the city geared up for the Salone, the world’s biggest design fair, which, together with hundreds of events that take place across the city, transforms Milan for a week each April.
“Anything can happen in Milano during this week,” … Fabio Novembre