Superdesign Show 2019: Innovations & Traditions

World News
March 18, 2019
The black-and-white concept of the most sought-after project by Gisella Borioli and Giulio Cappellini at Milan Design Week.
By launching the original format of the project "less fair, more museum", the founder of such centers as Superstudio Più and Superstudio 13, member of the ADD AWARDS 2018 jury Gisella Borioli, together with art director and designer Giulio Cappellini, this year focuses on the theme of tradition and innovation. The heritage, handicraft, and natural materials used by architects and designers are designed to simplify and improve homes and cities. On the one hand, nature and technology, traditions and innovations seem to be opposite concepts, but on the other hand, these contrasting combinations give rise to a new aesthetics of modernity.
A large section of the Superdesign Show will be devoted to projects of companies
and designers from Japan, Indonesia, China and Hong Kong.
The graphic concept of the Superdesign Show this year is built on a combination of black and white. This contrast not only reflects the theme of the event, but also goes back to the philosophy of unity Yin and Yang. The black and white path in the central pavilion of Superstudio Più reminds of a city street with a large square and a gallery of "boutiques". National pavilions, installations, thematic exhibitions with the latest achievements of fashion, art and technology will be located around it.

As part of the Big Brands Build the Future project, visitors will be able to see a light show from Lexus International and media artists Rhizomatiks, the world’s first rollable OLED television by LG Electronics, and also experience a new approach to the aesthetics of the environment and space from the Foster + Partners.
Superhotel By Giulio Cappellini
This year, Giulio Cappellini launches a special project SUPERHOTEL. This is an international and at the same time a truly Italian hotel, in the interior of which they use both handmade products and manufactured goods. Such brands as Boffi, Cappellini, De Padova, Driade, Fazzini, Flaminia, Poltrona Frau, Sicis will took part in the project. Leading designers and architects worked on the design of the hotel, restaurant and apartments. Among them are Ronan and Erwan Burullec, Antonio Citterio, Tom Dixon, Piero Lissoni, Jean-Marie Massot, Jasper Morrison, Paola Navone, Nendo, Philippe Starck, Patricia Urquiola, Marcel Wanders and others.

In addition, the program of the show this year includes the projects "Smart City", "Materials Village", "The Beautiful Side of Design", exhibitions from Korea, Indonesia, Japan and various countries of the European Union.

Learn more about Superdesign Show 2019 projects, which take place on April 8−14 in Milan, at