This year the Temporary Museum for New Design organized for the Fuori Salone by Superstudio Group, based on a project by Gisella Borioli and with the art direction of Giulio Cappellini, was held as always at the two iconic locations in the Tortona district: the capacious Superstudio Più, exhibition and creativity center, at Via Tortona 27 (10,000 m2) and the historical Superstudio 13, the famous pioneering photographic studies opened in 1983, at Via Forcella 13/Via Bugatti 9 (2,000 m2).
Attention to change has renewed the formula and brought in new projects: the theme now is Global Design, acknowledging that in the new millennium the influence of design, understood as a shift toward “things” that are increasingly emotional, playful, functional, technological, individual and seductive, has spilled over from the simple “invention” of new pieces of furniture to solutions for every sector of life, from devices that we use all the time to cars, fashion and “outdoor” activities, to traditional or innovative materials, to art, to the objects and moments of everyday existence and all the way to such extreme expressions as food design or nail design, all of them once again reflecting this trend.
So the route through the Temporary Museum for New Design 2013 winds through installations and displays that present the evolution of design in all its forms: major international brands and famous designers with “exhibitions” that speak to us of the future. But there will also be spaces devoted to research, to the young designers in whose hands lie the new fruits that will spring from our roots. ROOTS - as heritage, growth, tradition, culture, reaching for new ideas—is in fact the keyword given to all the participants to serve as a common theme and source of inspiration in the conception of their exhibitions and displays.