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April 17, 2015
2010 Milan Salone Latest Report | Alessandro Anini on the State of Italian Design, Part 1
Feature: Salone Internazionale del Mobile 2010
Italian Design Today: A Report from Salone del Mobile by Alessandro Agrini (Part 1)
Art Director Alessandro Agrini shares his first-hand report from Salone. He offers an overview of the event from an Italian perspective, focusing on domestic brands such as B&B, Cassina, DIESEL, and Kartell. What are the new trends in Italian design?
Text/Photo by Alessandro Agrini
Italian Brands' New Ventures
The 2010 Salone del Mobile concluded with great success. The key to this success was, arguably, an insatiable desire for new inventions. This year, various brands, undeterred by the global recession, seemed to be exploring new design possibilities through continued research and the active adoption of new materials. Furthermore, the renewed recognition of the essence of "Italian brands" can be attributed to the significant contributions of talented designers newly appointed by companies like B&B, Cassina, and Flos to their branding efforts.
This was akin to reaffirming the relationship between creators and consumers, and it seemed to signal the disappearance of "design-driven design" where the designer's name alone takes precedence.
Each designer appeared to be considering the consumer's perspective, focusing not only on aesthetic beauty but also on functionality. Likewise, companies diligently researched market trends, housing situations, and living environments, concentrating their efforts in these areas.
BLOFIELD | Inflatable Jacuzzi Bathtub
BLOFIELD | Dedicated Pump
From Design-Centric to Function-Focused
The most notable trends were "Size," "Comfort," and "Nature." The designs seen at this Salone generally leaned towards functionality. Furniture increasingly featured modular, user-friendly units, expanding the range of choices to suit diverse living environments, from single apartments to large family homes. The variety in size, color, and materials was also enhanced. This shift can be attributed to the worsening housing market due to the recession and a focus on international markets.
This season's Salone, marked by a commitment to carefully selected materials and a bold approach to innovation, felt incredibly fruitful. In a word: "Salone is still wonderful!"
Poltrona Frau | Sofa
Paper Lamp
Feature: Salone Internazionale del Mobile 2010
Italian Design Today: A Report from Salone del Mobile by Alessandro Agrini (Part 1 of 2)
B&B's popular designers made their familiar appearances this year. Patricia Urquiola's "Bend Sofa" features a distinctive, fluid shape, revolutionizing the concept of a sofa. Antonio Citterio's modular sofa "Ray" showcases his signature style with its meticulously calculated, balanced form and generously wide design. It functions as a linear sofa, with the option to add chaises or ottomans for flexible arrangement. Naoto Fukasawa's armchair "Piccola Papilio" is a "Piccola" (small) version of last year's highly acclaimed "Grande Papilio." Its compact size makes it suitable for smaller rooms, and even when placed in a row, it doesn't take up much space, offering ultimate seating comfort despite its modest dimensions. The outdoor collection, also unveiled, is not to be missed.
This season, Cassina's main theme was "authenticity," while launching various projects under the motto "Less is more, Less is green." Gaetano Pesce's "Notturno a New York" is an homage to his base, New York. Also noteworthy is Pesce's project "Sessantuna. Tavolo Italia 2011," commemorating the 150th anniversary of Italian unification. Piero Lissoni's "Aire" is lightweight and easy to assemble, characteristic of modular designs. Similarly, Lissoni's "TreunoTre" stands out for its extremely minimalist design. Other highlights included Franco Albini's portable rocking chair "Canapo" (with a foldable cushion) and "LC2010," a colorful reinterpretation of Le Corbusier's masterpiece, offering a wealth of impressive pieces.
Feature: Salone Internazionale del Mobile 2010
Italian Design Today: A Report from Salone del Mobile by Alessandro Agrini (Part 1 of 3)
Drawing attention at the flagship store in the city was Diesel's original "FIAT 500C." Its satin-smooth body, interior finished in black denim, and the logo on the shift knob were reminiscent of Diesel's denim. The new additions to the "Diesel Home" collection include the rock-shaped "Rock Chair" and "Rock Lamp," and the industrial-style "Prismic Dining Table," produced by Moroso, a leading Italian sofa manufacturer. The "Perf Light," a collaboration with lighting brand Foscarini, is inspired by traditional North African lampshades. The subtle light filtering through the punched holes on its surface casts delicate patterns.
Kartell hosted a luminescent installation by Tokujin Yoshioka, creating a fantastical world using rod-shaped polycarbonate materials that resembled snowflakes. This polycarbonate is characterized by its unprecedented thickness, and tables, sofas, armchairs, and benches were also designed using the same material. The delicate, snowflake-like forms create the illusion that the sitter is floating in mid-air, further enhanced by the light dispersed through prisms.
Alessandro Agrini
Born in Naples in 1979 and raised in Milan, Alessandro Agrini majored in Advertising and Communication at university. After graduating, he joined the Tod's Group, where he was responsible for the production of advertising and graphics. He became a freelancer in 2005 and moved his base to Japan in 2006. He currently works as a freelance art director and photographer.