Milan Design Week 2010
What a production! What a show! What a wonderful
spirit in the city! The most important design exhibition in Milan sets new
standards once again.
The following list of superlatives is not intentional but the exhibition in Milan makes it impossible for us not to use scaling attributes: bigger, better, wilder, livelier, more vibrant, more impressive than anything we’ve become accustomed to in the creative industries.Milan was besieged by a creative armada between 14 and 19 April 2010.
After we get rid of our luggage at the hotel we are in dire need of a double espresso and have one in proper style at a small coffee bar on the lively Corso Venezia. We study several maps and are slightly confused since it seems there is more than one official exhibition catalogue: There are four! Actually, every district has its own map. So where do we start? We might as well get started nearby in the Zona Brera. There are countless locations and shows to be seen here. As we walk down the narrow alleys we don’t even know where to look first. To our left, to our right, there are small and medium-sized shops, boutiques and galleries everywhere tightly packed throughout the district.
We stumble through the alleys and are rendered speechless after we enter
a typical Italian courtyard through a rather inconspicuous looking
gateway. There are washing lines, a dog barking hysterically and a bunch
of rusty Vespas standing around. We cross the courtyard and enter a
hall with a green and yellow Interni-flag in front of it. These are the
headquarters of Pow-Wow - Established & Sons and the dimensions of
the place truly blow our minds! Probably well over 3.000 square metres!
Our trip to Milan has definitely been worth it. The turnout was a little
smaller than in previous years, but that might just be mother nature’s
fault. Not every product was great, not many of them stuck in mind after
the excess of inputs we subjected ourselves to. But each show was
staged lovingly, professionally and with a lot of commitment.