The iconic Bar Basso is known for its long history within the Milanese community.
It lights up with a celebratory atmosphere that becomes explosive and irresistible, when Milan hosts its most important cultural events, such as the Salone and the Fiera dell’Arte.
The presence of Juventus at the Milan Design Week is part of a wide array of initiatives, projects, and radically innovative brand experiences, of which football will always be the origin, but never the limit.
These new expressions and experiences support Juventus’ transformation from a sports brand to an identity brand that engages with completely new markets and audiences, including the global design community.
![Wallpaper* – Holy Handmade ! [pt 3/3] @ Salone Milan 2017](https://www.dedeceblog.com/wp-content/uploads/2017/05/wallpaper-holy-handmade-salone-milan-2017-8-440x505.jpg)
Wallpaper* wanted to develop a ritual celebration of the divine inspiration, the high craftiness and crafts from which divine works arise.
Housed in the deconsecrated former medieval Church of Santa Teresa in via Moscova, the designated design temple, “pilgrimage” came to great designers and architects with their works realized in collaboration with craftsmen or brands of unique, miraculous materials.
During the Salone Milan 2017, Domus Magazine was based in the new Spazio Copernico in the heart of the Tortona district where – as media partner of the entire area – it presented the installation “Milano Next” entirely dedicated to contemporary Milan – together with a supporting city guide ” Urban Stories – The Unconventional Guide to Milan”
![Wallpaper* – Toiletpaper Bar ! [pt 2/3] @ Salone Milan 2017](https://www.dedeceblog.com/wp-content/uploads/2017/05/toiletpaper-bar-salone-milan-2017-5-1-440x550.jpg)
For the Salone 2017, Toiletpaper created a PopUp bar at the Mediateca Santa Teresa ( within the Wallpaper* Holy Handmade exhibition space ), in the heart of the Brera Design District.
The Toiletpaper Bar ! installation used imagery created by artist Maurizio Cattelan and photographer Pierpaolo Ferrari, in collaboration with Guffram, Seletti, La Buttiga
![Space&Interiors [pt 1/2] @ Salone Milan 2017](https://www.dedeceblog.com/wp-content/uploads/2017/05/space-and-interiors-salone-milan-2017-1-440x660.jpg)
While the Salone del Mobile’s main focus is on finished products, Space&Interiors paid attention to top quality architectural interiors, finishes, doors, handles, paint and decorating supplies, windows and wall coverings.
The exhibition curated by Migliore+Servetto Architects was conceived as a real narration about the world of finishing that comes out in the alternation and interaction among different areas.
![Tom Dixon’s Tomoto Motorcycle [pt 5/6] @ Salone Milan 2017](https://www.dedeceblog.com/wp-content/uploads/2017/04/tom-dixon-tomoto-motoguzzi-17-440x641.jpg)
Tom Dixon and Moto Guzzi presented the Tomoto motorcycle in one room of Dixon’s massive Multiplex exhibition – a showcase of new design by Dixon and several handpicked small studios, which took over the 1950s Teatro Manzoni cinema durin Milan Design Week.
![Tom Dixon, Ikea & Friends [pt 4/6] @ Salone Milan 2017](https://www.dedeceblog.com/wp-content/uploads/2017/04/tom-dixon-ikea-friends-project-2017-2-440x570.jpg)
During Milan Design Week, Teatro Manzoni stage has been used to showcase DELAKTIG – the hackable living platform Tom Dixon has designed with IKEA.
![Paola Lenti La Tenda [pt 5/5] @ Salone Milan 2017](https://www.dedeceblog.com/wp-content/uploads/2017/04/la-tenda-paola-lenti-14-440x660.jpg)
For the International Design Week 2017, La Tenda Milano contributed to the panorama of events and initiatives of the circuit of Fuorisalone, dedicating particular attention to creativity, art and culture not excluding its actual interest in social issues.