Puglia Crossing Identities. Milan


Environmental Graphics.
Fair Design.
Graphics.
Multimedia.

Salone del Mobile. Rho Fiera. Milan / April 2017 / FederlegnoArredo Eventi SpA

Puglia Crossing Identities. Milan


Environmental Graphics.
Fair Design.
Graphics.
Multimedia.

Salone del Mobile. Rho Fiera. Milan / April 2017 / FederlegnoArredo Eventi SpA


The narrating project conceived by Migliore + Servetto Architects for the Region of Apulia builds, through its set up, a sort of “magnifying glass” on the local manufacturing excellence. It thus develops an immersive narration about the rich, territorial Apulian system, with two different declinations: in the space of Made Expo 2017 and at the Design Week 2017.

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At Design Week the individual identities are recomposed, within the exhibition space, in scenarios that are the results of the union of the companies’ excellence and local designers’ knowledge. A succession of various evocative steps design an immersive, choral landscape that offers the opportunity to experience and to know all the treasures and the variety of this extraordinary region.Narrative pathways are thus generated, full of cross-references and suggestions through which the concept of Apulian hospitality reverberates and expands in its most various declinations.

“This experiment, promoted by the Region of Puglia, seeks out new artefacts with a wealth of meanings and multiple inspirations that not only encapsulate and reflect the experience and values of tradition and the local area. At the same time, it also allows for a fruitful and long-term creative rewriting of these concepts, providing opportunities to explore meeting points with this extraordinary region in innovative new ways. These intersections of identity, produced through the coming together of different types of expertise spanning the excellent standards of the companies and the creativity of the young designers, are contextualized within the exhibition space at the Salone del Mobile in nine different scenarios. This succession of evocative stages is associated with different interpretations of the theme of hospitality in Puglia in the broadest sense (music, cinema, scents, memories, landscapes, flavours, poetry, free time and sport). These in turn come together to create an immersive, choral whole, exploring and revealing the great assets and diversity to be found in this inspiring region.” Ico Migliore e Mara Servetto

photo by Leo Torri

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The narrating project conceived by Migliore + Servetto Architects for the Region of Apulia builds, through its set up, a sort of “magnifying glass” on the local manufacturing excellence. It thus develops an immersive narration about the rich, territorial Apulian system, with two different declinations: in the space of Made Expo 2017 and at the Design Week 2017. Highlighting up the most significant fragments which connote the heterogeneity of the territory and of the Apulian offer is the starting point. These elements, correlated with each other within two different structured compositions, generate two completely different discovering experiences, which are at the same time complementary one to another.
At Design Week the individual identities are recomposed, within the exhibition space, in scenarios that are the results of the union of the companies’ excellence and local designers’ knowledge.
A succession of various evocative steps design an immersive, choral landscape that offers the opportunity to experience and to know all the treasures and the variety of this extraordinary region.
Narrative pathways are thus generated, full of cross-references and suggestions through which the concept of Apulian hospitality reverberates and expands in its most various declinations.

“This experiment, promoted by the Region of Puglia, seeks out new artefacts with a wealth of meanings and multiple inspirations that not only encapsulate and reflect the experience and values of tradition and the local area. At the same time, it also allows for a fruitful and long-term creative rewriting of these concepts, providing opportunities to explore meeting points with this extraordinary region in innovative new ways. These intersections of identity, produced through the coming together of different types of expertise spanning the excellent standards of the companies and the creativity of the young designers, are contextualized within the exhibition space at the Salone del Mobile in nine different scenarios. This succession of evocative stages is associated with different interpretations of the theme of hospitality in Puglia in the broadest sense (music, cinema, scents, memories, landscapes, flavours, poetry, free time and sport). These in turn come together to create an immersive, choral whole, exploring and revealing the great assets and diversity to be found in this inspiring region.” Ico Migliore e Mara Servetto


photo by Leo Torri

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