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Review of Milan 2009 – A Serious Matter: More About Actual Design, Less About Putting on a Show
Reviews
By Oliver Spies and Annette Bruns
Responsibility Versus Party Mood: Milan 2009 Proves to be Consistent
It is with high expectations that visitors flock to Europe’s most important design event every year. There are strong hopes that one will be presented with unusual design and cutting-edge innovations, accompanied by exciting events and parties.
The main design show at the Rho fairground is only one of many attractions. Scores of visitors are primarily drawn to the many satellite shows that can be found all over the city. Contrary to prior concerns caused by the economic downturn, there actually were quite a few novelties to be discovered. It was certainly new to be required to register before entering the Zona Tortona, the part of town with the highest number of shows and exhibitions. So we all waited in long lines in front of the registration booths before seeing anything.
Waiting in front of the registration booth; also new this year, the possibillity to bike around Zona Tortona © Photo www.visual-research.com
Everything was just more orderly than before and, as if somebody had made the more modest design approach the leitmotif of this year’s events, all the exhibitions were marked by a demure atmosphere. Quite a contrast after last year’s party spirit.
Modesty & Accountability
The design objects shown in Milan were very much inspired by the basic needs and wants of people. The question about the circumstances under which we will live in the future and the demand for lasting value were pivotal design themes. Not surprisingly, sustainability figured high. One design approach was the number of furniture pieces that serve as planters for homegrown fruits and vegetables.
A number of furniture pieces that serve as planters for homegrown fruits and vegetables; group exhibition by Brainport Eindhoven at Zona Tortona, Milan 2009 © Photo www.visual-research.com
Overgrown room dividers and translucent cabinets serving as planting beds emphasize the demand for sustainability and show new (and yet traditional) ways to get there. Formerly neglected objects that until now could only be found in hothouses or paltry administrative buildings became the focus of design efforts. Natural room divider at the group exhibition “Swedish Love Story”, Più Superstudio, Milan 2009 © Photo www.visual-research.com |  |
 A somewhat raw version of a chair: “My Vanitas” by Vladi Rapaport, Designhuis “Talent” exhibition at Spazio Rossana Orlandi, Milan 2009 © Photo www.visual-research.com |
Manner of production and required craftsmanship clearly gained importance compared to 2008 when numerous exhibitions were marked by a staged design process to underline perceived value and differentiation from competitors. To do so, massive wooden chairs were displayed as if in the middle of production, in a somewhat raw version before being sanded, polished and coated. |
In a few instances, antiquated tools were used as decoration. Elsewhere, the thought process was taken further: the Dutch product design label Weltevree presented its axe chair in conjunction with information about the tool, which, in turn, was part of the furniture piece.
“Axechair” by Foris Schoonderbeek for Weltevree at N.O. Gallery, Milan 2009 © Photo www.visual-research.com
The demand for mobility, an omnipresent theme since the sixties, was visible throughout the exhibitions, even though priorities have changed according to the Zeitgeist: the contrast between interior and exterior became more prominent – the stylistically translated objective was most likely the sole protection of the goods than mobility itself.
LEFT: miniature containers “Pandora” by Sander Mulder, Milan 2009. RIGHT: overseas travel cases “Crate Cabinets” by Pieke Bergmans, Milan 2009 © Photo www.visual-research.com
Room for experiments
Not all exhibitions adhered to just one rigid theme; visual experiments could also be seen. The Spazio Rossana Orlandi was not the only place where you could find interesting products and readymades whose origin could be traced back to an eagerness to experiment. In Zona Tortona, the manufacturer Foscarini showcased its products in a walk-in booth that was entirely outfitted with a mirror surface and a triangular projection on which continuously changing colors and shapes created an entrancing atmosphere. That was definitely one of the visual highlights of the event.
“Infinity at Superstudio Più” by Foscarini was a multisensorial experience © Photo www.visual-research.com
Handmade chandelier made out of hundreds of floats by Tweelink, Zona Tortona Milan 2009 © Photo www.visual-research.com
Readymades and archaic design at Spazio Rossana Orlandi, Milan 2009 © Photo www.visual-research.com
In the same way that the visitor registration in the Zona Tortona came to a halt at several occasions, the overall mood changed from serious to seriously wonderful at the night-time events. The vibe at the parties was great and it is probably going to stay that way, because first and foremost the Salone Mobile is a place to meet and connect with fellow designers and design enthusiasts.