This itinerary will narrate White in its thousands of nuances and symbolic aspects
Milano, 4th-9th april
White Young Innovative
The White Young Innovative exhibition attempts to explore the contemporary lines of research on the use of white color, seen as the synthesis of a series of preconditions.
A A group of well-known young designers, supported by major sponsor companies, exhibit the white installations, classified by items of furniture, lighting...
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WHITE IN THE CITY
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White on white - Palazzo Cusani
White interpreted as simplicity, as idealization, as the exploration of space through the use of shadows. White, as the value of synthesis, as abstraction and aspiration to an ideal model.
All the exhibition itinerary will be characterized by a white installation project and products, as the famous paintings of K. Malevič “White on White” (1918).
Some of the most important companies, which will attend the event, will present a product or series of products based on white. The venue will tell about the different spaces of our daily life (the living room, bathroom, kitchen, office, the outdoors, etc.), decorated with objects provided by the companies themselves, and selected by a scientific team.
The exhibition is a design space with contemporary architectural installations completely white with uniquely-decorated surfaces in which the company products, selected by the scientific board, will be showed. It will not just be a simple product exhibition, but real installations in which the scenes and the lighting will change according to the experience being narrated. The items on display will be those used in decor, furnishings, novelties and even personal accessories.
White Young Innovative – Class Editori Space
A unique garden and a loft in the center of Milan will be the backdrop for the creations of many young designers, recognized by the press and the international public . Once again, the protagonist is the white color, the true focal point of the Milanese design week in April, 2017.
Young designers, who hail from all over the world, have been asked to create various innovative objects created from the free and uncontaminated creativity of the minds that represent the future of design.
The exhibition will be intentionally without superstructures in order to fully highlight the projects showed.
Class Space will not only be an exhibition, but a place of encounter and dialogue, where young designers can experience moments of interaction and exchange ideas.
The support from Class network will give high visibility to this event.
White well-being - San Carpoforo
The white color will be represented in this location with an incredible installation; a large wall with tesserae of various sizes will tell the vast offerings of White Oikos
Not a simple display, but a real work of art, a wellness for our soul.
White will then be interpreted in a more domestic kind of architecture, one that recalls the world of contract.
Some of the youngest and most promising designers will create décor using various Oikos finishes.
The hard structure will include some “soft” elements, created with natural materials that will contrast the white spaces.
Other areas will narrate the whole Oikos universe.
On the exterior, Giulio Cappellini and Antonio Facco will realize a provocative sculpture, with a clear reference to Pop Art, that will immediately recall Oikos and the Well Being that it hopes to illustrate in this location.
White Beyond Blank - Brera Academy
In collaboration with Brera Academy, there will be an exhibition in the halls between the Gessi di Canova and the vaults of the former Jesuit College which will show the outcomes of the analysis and experimentation processes realized by the departments of the Academy on the theme of white, explored through the practice of architecture, visual art, and design.
This research with the Academy will involve students from various disciplines, and will represent, in the various fields of visual art, an innovative research of the theme of white.
Through the creation of prototypes, the students will offer a precise vision of a “white future”, a both tangible and intangible symbol of well-being.
The exhibition in the halls of Accademia di Brera will continue until May 5th in order to present the prototypes and the research work to the companies and trade associations, thus connecting the study to the world of future markets.
White Architecture - Pinacoteca di Brera
White has always been the main color in architecture, from the ancient temples that even today continue to represent the past, to the most modern and futuristic architectures in public and private spaces.
The white color, the essence of chromatic synthesis, emphasizes to the fullest architectural shapes.
In addition to classical architectures, this color, with its infinite chromatic variations and textures, defines both rigid and geometric buildings such as the Bauhaus and buildings with organic, rounded shapes such as certain works by Jacobsen, for example, all the way up to the more contemporary creations of the great international architects.
In Cortile d'Onore of Pinacoteca di Brera, Giulio Cappelini will create two specular architectural installations that will mirror the strong presence of the building itself in a novel and contemporary way.
Oikos' textures and other materials will create an effect of light and shade. An installation that hangs between the physical and the intangible, with sophisticated results obtained through the most modern technologies.
In the surrounding area, some of the most significant contemporary architects will create “microstructures” related to white, which will also be characterized by the use of various Oikos materials.
White Luxury - Sala della Passione, Brera Art Gallery
White Luxury, a concept able to fuse strategic and functional aspects, and dramatically exhibit solutions of high impact built around the theme of luxury related to the white color and its infinite variations. The white color and the luxury blend together in order to offer a prestigious atmosphere.
A scenario with wall art, friezes, stucco and a grand staircase made of natural materials and strictly white, emphasized by an exclusive lighting design, will welcome visitors. A setting design inspired by nature, able to change and be easily adapted to an event, a high-level representation ceremony, to meet the needs of an informal meeting, a gala dinner or a thematic presentation.
White Luxury, a place of excellence dedicated to the visitors of the exhibition White in the City, but also for companies who want to use, exclusively, this magical place with audiovisual elements to support events with appropriate pictures and music.
Furniture and fashion accessories, products for the "mise en place", porcelain and ceramics create an experience immersed in the luxury of Italian excellences, in a project curated by Studio Marco Piva who also designed the Hotel Excelsior Gallia Milan, an example of a White Luxury.
PALAZZO CUSANI - White Icons
White is the the color that has always accompanied the objects of contemporary design, as the legacy of a tint that is historically traced in architecture design, art and fashion.
White, in all its nuances, emphasizes the shapes and the purity of design. The exhibition White Icons curated by Giulio Cappellini at the Piano Nobile of Palazzo Cusani, circuit location of White in the city Milan Design Week 2017, aims to show with a simple but charming display major products and materials that have become points of reference and are characterized by the use of the white color.
Products to use, to look at, to wear, of different sizes and scales that in their diversity are unified by the use of this color, White - maximum synthesis of thought and spiritual well-being.