The relationship with the urban panorama is becoming more and more interesting for those who think about, produce and sell design. Also when it comes to trade fairs. During this first month of the year there are various important initiatives: imm in Cologne, Maison&Objet in Paris (where IFDM is on hand with a bistro-installation, Wonder Terrae, for the 30th anniversary of the fair), and Paris Déco Off, a distributed program on furnishing fabrics.
The latter is an interesting case in point: it began spontaneously around the presentations textile producers traditionally organized in Paris, in coordination with the winter edition of Maison&Objet, over the years this program has become more visible thanks to thematic urban scenarios. The happening addresses a dual audience (professionals but also lovers of decoration), and in the meantime it has also brought the world of bespoke creations under its wing. Today it is expanding into new spaces: a sign of growing success.
Ruben Modigliani – Photo © Valentina Sommariva
Are we seeing a demonstration of the dynamism of distributed events? Perhaps. Many professionals see such initiatives as the future of the sector, in place of the traditional fairs. Just consider the aura of success around threedaysofdesign, held in June in Copenhagen. In my view, one of the winning cards held by these appointments is the dialogue with the host context, in a relationship of mutual exchange: like a process of cross-pollination.
In Milan as well, where the fair is an appointment of exceptional density, no one wants to be left out of what is happening in the city. Anything but: precisely the Fuorisalone, an epochal invention, has led the way for the various Design Weeks held around the world today. The topic is far from a simple one. But it has its own unavoidable importance – also on an economic level. And it deserves close attention.
