menu

Monocolumn: The Salone Series: Out With The Old, In With The New At Tortona And Lambrate

Monocolumn: The Salone Series: Out With The Old, In With The New At Tortona And Lambrate
Advertising

Small spaces up and down Via Tortona and Via Savona that once opened their doors to house fresh, young brands from all over the world now have signs in their windows telling passers by “We are not part of the Fuori Salone”.

Monocle
  • 13 april 2011

Monocolumn is Monocle’s daily bulletin of news and opinion. Catch up with previous editions here.

Drugs and design don’t often go hand in hand. So when Maurizio Ribotti, who ran Zona Tortona (the unofficial design hub during Salone) was arrested on suspicion of cocaine trafficking last November, everyone was shocked. It was hoped that Ribotti’s removal might herald a new era for the Tortona district, which has become increasingly dull over the last few years. But sadly this hasn’t been the case.

Small spaces up and down Via Tortona and Via Savona that once opened their doors to house fresh, young brands from all over the world now have signs in their windows telling passers by “We are not part of the Fuori Salone”. The focal point of the district – Superstudio Più – is no longer home to niche brands and, instead, corporate sponsorships abound. Every car, technology and drinks brand wants a piece of the Salone action, and you can’t move for sponsored events. Their support is welcome, but it’s just a shame they all chose the same area to host their tie-ins: one whose cult appeal is on the wane.

Good news happens here in pockets. Tom Dixon has teamed up with BlackBerry (debuting their PlayBook) to launch a village space, housing new and old collections together with a small restaurant. The idea here is to use the furniture he has designed – not look at it on a pedestal.

The Poltrona Frau group has a similar approach in the Milano Design Village space, which it has inhabited for the last three years. A sofa version of Jean-Marie Massaud’s Archibald chair had people queuing to rest their feet, while the Bouroullecs’ Basket sofa for Cappellini drew much attention and many orders on its first day. Using furniture, not just looking at it, is a popular tactic this year. But these brands are beginning to look out of place in the corporate mash-up that Tortona has become.

Tomorrow: Monocle reports from the Rho Fairgrounds

To continue reading click here.

tumblr analytics


Trending

Modular System Lets Musicians Create Their Own MIDI Controllers

Arts & Culture
Travel Yesterday

Mercedes Reveals Dazzle-Free LED Headlights

Digital Light offers great precision with a resolution of over two million pixels

Product Launch Yesterday

Nissan Is Testing A Digital Car Sharing Program In Europe

Nissan plans to launch their new service in Paris sometime this year to trial the profile-matching service

Trending

Get PSFK's Related Report: Future of Automotive

See All
Social Media Yesterday

Your Favorite Tweets Are Now Wearable

This temporary tattoo allows fans to wear their most favorite moments from the social platform

Health Yesterday

This Mirror Tracks Your Dark Circles And Fine Lines

HiMirror is a device snaps a photo of your face every day to provide feedback on how to care for your skin

Related Expert

Megan M. Garwood

Conceptual Art, Cycling, Travel

Sustainability Yesterday

Biodegradable Furniture Made From Pine Needles Could Be The Next Phase Of Sustainable Living

Premiering at Dutch Design Week 2016, the collection fully utilizes an often wasted material

Retail Yesterday

Creative Director: Navigating The New World Of Founder-Brands

Richard Smith, Creative Director at Sullivan, explains how visionaries like Elon Musk and Mark Zuckerberg approach their branding and why it’s important to apply brand thinking to founders’ products

Syndicated Yesterday

Madrid's 'Robin Hood' Cafe Charge The Rich To Feed The Poor

The charity restaurant makes money from customers by day to offer homeless people meals at night

PSFK LABS REPORT

Future Of Retail 2017
Transformation Strategies For Customer-First Business
NEW

PSFK Op-Ed december 5, 2016

Store Technology Expert: Why Retailers Must Invest In Store Associates

Jan Kotowski, Head of Product at Tulip Retail, shares his thoughts on how retailers should be preparing for the future

PSFK Labs december 1, 2016

Retail Spotlight: Home Depot Reimagines How Employees Conduct Tasks

The home improvement retailer puts the customer first by initiating local fulfillment centers and simplifying freight-to-shelf inventory management

USA Yesterday

Amazon Launches Cashier-Free Store For Ultimate Efficiency

The retailer is looking to make shopping even faster by letting customers instantly pay as they walk out the door

Augmented & Virtual Reality Yesterday

Marble-Like Mini-Worlds Invade Miami Art Week And Your Mobile Screen

The gallery world's sphere of influence seems to be expanding into the realm of Pokémon Go—why that's a good thing

Technology Yesterday

A 'USB Stick' That Can Detect HIV Levels

The simple device developed at Imperial College London measures viral load in less than 30 minutes

Customer Retention Yesterday

Crafting The Personalized Retail Experience

Marriott International's Christopher Baer shares insights into how the hospitality company is strategizing customer service

Retail Yesterday

Zagat's Cafe Offers Tiny Replicas Of Classic NYC Dishes

The restaurant rating service created buzz for its new guide and app by opening a tiny food cafe

PSFK EVENT

FUTURE OF RETAIL 2017:
Conference Built Around Report Launch
BUY TICKETS

Children Yesterday

Experience The White House In Augmented Reality Using A $1 Bill

1600 Pennsylvania Ave. is an AR app designed to help people learn about the history and significance of the United State's capital building

Travel Yesterday

Portable Computer Monitor Opens Up Like An Umbrella For Travelers

This mobile screen and projector means work can go anywhere and still feel like working from home

Food Yesterday

Starbucks Is Selling An Automated Temperature-Setting Mug

For those looking to keep their coffee hot on their winter commutes, the coffee chain has created a device that keeps beverages exactly at their desire temperature

No search results found.