Salone Milan 2010 – Zona Ventura Lambrate

Salone Milan 2010 – Zona Ventura Lambrate

Organisation in Design proudly presents Ventura Lambrate; the new area for design in Milan during the Salone del Mobile.

Since some time now, the design world is asking for new and exciting possibilities in Milan and people are eager for a change. The Fuori Salone should be about high quality design and design with content again and this will be realised in Ventura Lambrate.

The goal with Ventura Lambrate is to offer the international design world a new area in Milan, where the focus will once again be on the quality of the presentations, the substance of the exhibitors and the content of the works. With space for renowned established designers, emerging young designers, creative labels, interesting initiatives, small surprises and exciting presentations. The aim is to make Ventura Lambrate an area where both the press and the public are positively challenged by qualitative presentations, interesting exhibitions and new designs.

The Ventura Lambrate area has a rich industrial, history and became famous for the many old factories that were located here, such as Lambretta, Faema, Innocenti and others.

The Ventura Lambrate area houses an incredible number of interesting locations. The purely industrial and creative atmosphere of Ventura Lambrate has already been picked up on by the international art world, which is shown by the number of well-known Contemporary Art galleries that have opened and have relocated here such as Massimo De Carlo, Francesca Minini, Lambretto Art Project (LAP), Pianissimo, Prometeogallery and Plusdesign Gallery. But also by the presence of amongst others, the headquarters of Abitare, la Scuola Politecnica di Design the school for design in Italy, Art Book shop, Radio 101 and an impressive number of architectural and other creative studios.

The new design area Ventura Lambrate features an impressive debut line-up of exhibitors including Design Academy Eindhoven, Royal College of Arts (RCA) London, Maarten Baas and Niels van Eijk/Miriam van der Lubbe.

The Milan Furniture Fair has long not only been about the fair itself – Salone Internazionale del Mobile – but also about the hundreds of satellite events scattered throughout the city during that week. While the fair takes a more commercial focus, the city events lean towards a cultural perspective. Centering around Via Tortona and Porta Genova station, the area Zona Tortona has been the epicenter of these independent events as every year, design visitors pack its narrow streets much to the bewilderment of locals. In the beginning, the industrial area provided an alternative to presenting at the commercial fair attracting emerging designers with more cutting edge, independent presentations. However in recent years, the area has become more appealing to also established labels – who aren’t even necessarily design related for that matter – who want to update their image and attract a design-focused, younger, trendier crowd. The whole area has become quite a tacky circus to be honest.

Driven by a more content focus, a new area aims to put some substance back into the city presentations. Initiated by Utrecht-based Organisation in Design, Ventura Lambrate features 22 presentations with a heavy Dutch focus. As the area is located slightly further from the city centre, there must be a good reason for visitors to trek out there. So who is on the Ventura Lambrate bandwagon?

Included are famed design institutions: Design Academy Eindhoven shows some of the questions being faced in design right now in the exhibition ‘?’ – What is the role of designers today? What is the future role of a designer? What are we focusing on? Curators are Ilse Crawford and Anne Mieke Eggenkamp. Meanwhile Tord Bootje presents works by students and recent graduates of the Royal College of Art (RCA) London. ArtEZ joins forces with Collectie Arnhem, Weltevree and Coming Soon for the exhibition Made in Arnhem. Milan’s Scuola Politecnica di Design shows selected masters’ works.

Group shows include Gronicles#2 featuring Groningen-based designers Jack Brandsma, Lambert Kamps and Marcus Petstra, designers rENs, Designlabel Vij5, DeridderDesignstudio, studio Vraay, Reinier de Jong, David Derksen explore composition and attention for detail with their presentation in an Italian garage. Laiking Land featuring Ted Noten and Atelier NL looks at the design and manufacture of beautifully crafted kinetic objects, Geke Lensink and Jesse Visser will show independent and collaborative projects.

In two themed group shows, 13,798 Grams of Design exhibits international work which weigh 13,798 grams featuring Marcel Wanders and Sjoerd Jonkers. Residence/Design Dialogues, Ten Small Atlases looks at ten processes behind ten projects from designers including Pieke Bergmans, FormaFantasma, Jo Meesters and Studio Glithero. Zuiderzee museum presents’Soft’ installations by Kiki van Eijk and a project inspired by the East India Company (VOC) by Joost van Bleiswijk. Kiki van Eijk’s tableware will also be part of Total Table Design alongside the table setting of Scholten & Baijings.

Independent designers presenting include Maarten Baas who will surely be a big drawcard, Frederik Roije, Niels van Eijk/Miriam van der Lubbe who will be presenting a retrospective of their work from 1998-2010, and Aldo Bakker who will exhibit his Urushi series with Particles Gallery.

And will the content of Ventura Lambrate live up to the promise?

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