BRERA DESIGN DISTRICT - 3th Edition FUORISALONE /22 April

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1 Press Information BRERA DESIGN DISTRICT - 3th Edition FUORISALONE /22 April The Brera Design District arrives at Fuorisalone 2012 with 89 confirmed events and many activities planned to animate the world s most important design week. The beating heart of the district will be the Press Point, sponsored by Vodafone and hosted this year at the beautiful Palazzo Cusani in Via Brera, in which already in February was held the conference preview; an oasis of peace and relaxation, providing information to national and international press. Furthermore the portico of the Palace will be transformed into a beautiful garden: Brera Outdoor Village. An idea of architects and designers Ludovica+Roberto Palomba born from the synergy between Enea Garden Design, Exteta, Roda, DownTown Palestre and from the coordination of Officine Kreative group. Valcucine confirms its connection and support to the circuit, which dates from the first edition, staging in its showroom the guarantee of responsibility for life a project on corporate responsibility. Another leading initiative will be the launch of the new MECCANICA system branded demode engineered by Valcucine : a system characterized by a lightweight frame and innovative design, whose individual structural elements are joined together by mechanical joints, without glue and formaldehyde, reusable to 90% and 100% recyclable. Hyundai, main partner also for the edition 2012, will enliven the Brera Design District with several initiatives. A courtesy car service made available to the press at the Press Point. The presentation of the Hyundai Creative Lab: New Thinking, New Possibilities, a contest for creative artists and designers from around the world related to sustainable mobility. Finally will be sponsor of the Fuorisalone party on Friday 20 April at Officine del Volo. Another important Main Sponsor of the event will be Vodafone Italia. Mauro Pedretti, Commercial Director for the Northwest Region, commented that The Fuori Salone fair is a very important event for Milan, the city in which we employ over 3,000 people at

2 our headquarters. It was the strong emphasis on innovation that led us to enter into partnership with the Brera Design District, for whom we have developed a special App called the Brera Design District Realtà Aumentata, which can be downloaded free on ios and Android. The App allows anyone visiting the Showroom to get to know the streets of the Brera district by trying out the latest augmented reality technology on their smartphone. Vodafone will also be present at the Radetzky Cafè to welcome visitors to the Brera Design District and give them the chance to take part in the Vinci l Aperitivo ( Win an Aperitif ) competition. In via Solferino, at the headquarters of the Ordine degli Architetti della Provincia di Milano, it will be possible to visit the exhibition Vivere alla Ponti by Francesca Molteni, an appointment included in a full calendar of meetings during the Brera Design District. Lomography Gallery Store, an important information point within the circuit of Brera, will host some workshops and will be a reference point for the press photographers who will take pictures of the district during the design week. 1.Tuesday, 11:00 - Diana & The City. 2. Wednesday, 11:00 - What is Film? The secrets of films. 3. Thursday, 11:00-10 Golden Rules by Lomography - Without fear and without worries. 4. Friday, 11:00 Double Exposures. The folly of multiple exposures. Lomography and Brera Design District will create a report of the district during the Milan Design Week, portraying activities and encounter moments characterizing the area. With TEDx ideas worth spreading, the format of the international world s most popular talk, a series of meetings will take place on Saturday 21 from to 17.30, at the TOI Theatre of Imagination space by Leo Burnet at Foro Buonaparte. Special speakers will perform on stage, in turn, questioning on the topic: What will I do when I grow up?. Among confirmed ones Gentucca Bini/Stylist, Mariuccia Casadio/Art Curator, Giuseppe Gagliardi/Director, Joseph Grima/Architect, Andrea La Mesa/Social Media Consultant, Davide Oldani/Chef, Giovanni Tummarello/Web of data architect. Among the companies that joined the district we highlight: Boffi, that will exhibit at its showroom the latest news, Calligaris with the event Calligaris Chairs, Segno Italiano proposing three appointments aimed at rediscovering three excellence of Italian design: La Tigullina by Colombo Sanguineti, the Atesina ceramics and the ladles from Trentino; LagoStudio at Appartamento Lago, Agape opening in Brera the new concept store, Peka with the new range of products Libell and Homeless, investigating the less is more topic, less waste, less poverty, sustainability and environment. Among the unmissable of the circuit we recommend Magis, Moroso, the Nike Stadium and the amazing space La Pelota, that this year houses the Austrian Design - raw and delicate, a wide exhibition of Austrian furnishing and design companies.

3 Two new projects which enrich the Brera Design District circuit are related to companies and to the district itself: Brera Design Shop and Design Mood. Brera Design Shop (www.breradesignshop.it) is a unique platform for those companies participating to the Brera Design District, not a simple on-line shop, but a digital system connected to social networks, based on mechanisms for sharing and preference, while Design Mood (www.designmood.it) is an online showcase of products and furnishings designed by young designers and manufactured by experienced companies. FRIDAY 20 APRIL Brera Design Night, the white night of the district is confirmed as the Friday of the week, with the opening of the showroom and a prolonged series of special events that will enliven streets, squares and palaces of Brera. Also on Friday 20 April the great Fuorisalone Design Party by Hyundai will be held at the Officine del Volo, in Mecenate 76. From to 2.00, in the most evocative spaces of Mad (Mecenate Area Design), NICOLA GUIDUCCI, Dj e Art Director of Plastic in Milan, will play his music. ARCHITONIC will be exclusive partner for the evening with a dedicated bar area. WHAT S BRERA DESIGN DISTRICT Brera Design District is aimed at defining Brera as a reference point for Milan design, a local marketing operation that, through a communication system dedicated at promoting the excellence and strengths operating in the area, wants to enrich the district cultural proposals and appeal, while amazingly combining tradition and innovation in the great world of design. Brera Design District was created in the historic district of Brera in Milan, a place that for centuries provides a fundamental contribution to the cultural, artistic and commercial life of the city. The BDD s boundaries range from the Bastioni di Porta to Via Broletto, from Via Legnano up to be close to Via Montenapoleone, including historic buildings of great cultural significance, such as the Academy of Fine Arts, the Piccolo Teatro and the Basilica San Simpliciano. Brera is a place full of charm and culture, a world accustomed to anticipate trends where art, fashion and design intersect each other. WHAT BRERA DESIGN DISTRICT OFFERS DURING THE FUORISALONE Dedicated communication system with 50,000 paper maps distributed, website, i-phone application and a sign system in the area and for each related activity, tools to be added to the web portal and the blog specifically dedicated to the district. Info Points made available throughout the area of Brera, to support and guide the activities and initiatives of the district.

4 Photoreportage exclusively realized by the winners of the Lomo contest. A system of totem signs, for the Brera Design District, made of recycled aluminium and 100% recyclable, created by technical partner Alulife. Media partner of Brera Design District Edition 2012 will be Rcs with the Living Network platform and Architonic. For the edition 2012 special thanks to the following technical partners: Alulife Bartenders d-charge.com designmood gmaps Leo Burnett lomography Lux D orsi palmisano Modem online Officine Kreative Ordine degli Architetti party service Plust Collection MAD mecenate area design Startmilano Brera Design District is a project by Milano Design Network by Studiolabo platform, already known for creating the Fuorisalone.it system, and Marco Torrani, Pesident of Assomab. All the initiatives and the map of events ares available at: Press materials at: Press Office Studio Luisa Bertoldo Contact Person Michela Bado PH CELL

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