Milanese decentralized design district D.O.S. presents “ID – All the Design Identities” at MDW21
After the October 2020 edition, which led to over 60,000 interactions, D.O.S proposes a new exhibition that will allow to “see the invisible”, combining classic exhibitions with experiences in Augmented Reality (AR).
An exhibition that’s present, even if it isn’t visible: Activator Pixels – ID aims to overcome traditional boundaries, through a widespread exhibition that relates the physical and virtual world, amplifying the experience using new technologies, according to a perspective that does not rejects or celebrates the online vs the offline, proposing an #alline vision.
28 large blue squares, called “Activator Pixels ” and placed in the main areas of the city, will allow access to AR experiences by scanning the QRcode inside: sustainability and capillarity are the characteristics of an exhibition that does not involve physical objects but the fruition of experiences.
The projects developed by designers and firms will be overlapped with the surrounding environment to be browsed on smartphones through Instagram or Facebook, with the possibility of being saved, shared and repositioned elsewhere, thus generating a new exhibition level.
The project runs on the border between the physical and digital worlds, in a hybrid dimension called “phygital” which is an experimental research ground for designers and companies.
“In the wake of the pandemic, this approach, already experimented last October with considerable success, represents a new and innovative possibility for designers and brands to interact with the public and make their work known, even at a distance and using the potential of social networks to spread content-generating potential virality”, explain the promoters of the initiative Emilio Lonardo and Diego Longoni, pursuing the ambitious goal of using technology with attention to sustainability, following a #sustech trend.
Projects and brands on show include: Fortuny, a company that has been producing fabrics in Venice since 1907 and that for the occasion has designed up an AR experience that will fill the Biblioteca degli Alberi in the Isola neighborhood with butterflies whose wings tell of the wide range of patterns available in the brand’s collection; Mr. Wéi kē, a Chinese collective that pays homage to Vico Magistretti with the object ARtollo, positioning it in front of the entrance to the Milan Triennale where an exhibition on the Milanese master is underway; Anita Zampaglione presents AZ17#3, an armchair with sophisticated geometries and different chromatic and material combinations.
Find out more about the events of Milan Design Week 2021, don’t miss Tortona Design Week presents the IN-OUT project.
Talent Comes Naturally by RedBull @ Ride Milano
Innate, unique, natural. Talent is a precious good, and the Organics Talents project was born to celebrate it. In the spaces of RIDE, in Via Valenza 2, the 13 talents selected as a result of the collaboration between RedBull and the organizers of ID will be unveiled, through phygital activations.
ID X Combo
The Combo Milano hostel in Ripa di Porta Ticinese 83 will host a collective exhibition with a focus dedicated to innovation, through a selection of under-35 designers. The physical exhibition, curated by Caterina Capelli, will be augmented by digital content accessible through the use of tags, QRcode and Nfc.
The connection between the physical exhibition and the multimedia contents, which are always online but can also be activated on-site, represents an innovative way that puts Combo in the position of a hub able to have an eye on new trends and new talents of emerging and experimental design, and that allows young designers, for the first time on display with their products and prototypes, to reach visibility that goes beyond the classic static exhibition.
ID X nhow hotel Milano
The entrance hall of nhow Milano (Via Tortona, 35) will host an exhibition of works that have distinguished themselves for an experimental approach to the project: the exhibition presents designers and studios selected by RDG collective (Alberto Ghirardello, Fabrizio De Paolis, Milo Mussini) with the intention of creating a focal point for professionals and curious people who want to deal with realities and projects born from the desire to develop objects with an iconic value, without forgetting the concepts of sustainability and knowledge of materials.
The installation, realized in collaboration with Macevi 1928, a leading company in the production of urban furniture and customized concrete products, is grafted into the spaces of the hotel through material pixels on which designers intervene with their objects, creating islands within the eclectic and multicolor space of nhow Milano.
Bench at Dawn
A bench that echoes the proportions of Leonardo Da Vinci’s Vitruvian Man will be positioned in front of Castello Sforzesco. Made of solid stone, the one on display during Milan Design Week will be the first Bench at Dawn, a project that aims to place in the cities a series of benches to remind the attitude of travellers who seek rest and mental refreshment in places of particular beauty.
Conceived by a group of entrepreneurs from Verona, in synergy with the organizers of ID and Plant For The Planet Italia, the project will combine the physical display of the bench with a “guerrilla mARkering” campaign that will allow those who will visualize the corresponding Instagram filter to place the object in their own places, thus obtaining information on the point of view of the city’s inhabitants.
Milan Icons Re-Opening
Opening of the new Milan Icons store in Via Vincenzo Monti, 2. The occasion will be used to talk about the store, the new brands on sale and the collaboration with D.O.S. Design Open Spaces s.r.l. that allowed the success of the initiative. The partnership with Weart, a pioneering start-up in the development of haptic technologies, will also be presented.
Valore Verde @ Brera
The dOT event, organized by VG Crea & partners in Piazza San Marco 2, on Milan Design Week 2021, aims to give particular emphasis to the outdoor companies of furniture, coverings, flooring and lighting.
For the occasion, Valore Verde, in charge of the general layout, presents its own reality as a network of professionals in the sector, through phygital experiences able to make natural elements interactive, capable of dialoguing with personal technological devices, such as smartphones and tablets.
Stay updated about Milan Design Week, check out 5 reasons 5VIE is the destination district at Milan Design Week 2021.