Before Design: Classic

12/17 April 2016 - Pavilion 15, Fiera Milano, Rho

The Salone del Mobile.Milano has paid special homage to what came before “true” design: the Classic. The exhibition-event has told the story of classic Made in Italy taste, seen as a crosscutting category of inhabitation, timeless and therefore highly contemporary.

Inside the exhibition space – 800 m2 inside the Salone – Simone Ciarmoli and Miguel Queda have conceived a multisensory layout, with huge freedom of expression and great rigour, for displaying the different components of classic taste in its unswerving topicality, its balance between yesterday and today, between the memory of things past and a powerful inclination towards contemporary art.

Through amazing and spectacular installations, seven rooms, each with its own particular atmosphere, showcase the many different essences of classic with pieces of furniture chosen as witnesses to a crosscutting and unique taste, leading to a space inspired by the Olympic Theatre at Sabbioneta.

Before Design Classic — Photo Luciano Pascali

An integral part of the exhibition-event is “Before Design: Classic. Tradizione nel futuro", a short film by Matteo Garrone, one of the most highly esteemed Italian filmmakers of the last few years, who accepted our invitation to bring his poetic and powerful perspective to the project with great enthusiasm.

With photography by Nicolai Bruel, this short, daring and visionary film aims to express an idea of the classical, deliberately overturning all cultural barriers with dreamlike charm, evocative pictures and glimpses into a future laid bare to the imagination.