the furniture industry

THE FURNITURE INDUSTRY

Prof. Alessandro SinatraDr. Stefano Croci

a.a. 2011/2012

What does “Life quality” means?

0,00%

20,00%

40,00%

60,00%

80,00%

Have a nice and comfortablehouse

live in a safe and healthyenvironment

eat well

live in a warm and sunnyplace

life style

none of these

total indication

second indication

first indication

Have a nice and comfortable house is the first factor for a good quality of life for international consumers

Source: Centro Studi Cosmit/FederlegnoArredo

The furniture in Italy

Italy ranked first in Europe for the number of companies in the furniture sector. A European company out of five speaks Italian, and also for the number of patents the “Bel Paese” has few competitors. Companies: 24.538, eight thousand more than in France which

has 16.725 companies, they represent the 19% of the european companies.

Patents: Lombardy region produces the 6.6% of the European patents. The second place is for the German region of Detmold (8.6%), while Veneto produces the 3.1% of the total.

The furniture industry is a sector of the italian economy that produces 32 billion per year and offers job to 400.000 employees.

Italy: the first European exporter of

furniture

Italy with 9.6 billion € of export is the leader in Europe.

Germany follows with 8.5 billion.


Lombardia first in export, Veneto first in employees

25% of total exports of LegnoArredo comes from Lombardia

Veneto and Lombardia represent about 40% of total system LegnoArredo

0,00%

5,00%

10,00%

15,00%

20,00%

25,00%

30,00%

emplyees

companies

export


FEDERLEGNO

The Italian system of “LegnoArredamento” is characterized by a complex of productions that are very open towards the export, an high intensity of innovation and design; these productions are largely located in the industrial districts.

The system is characterized by a strong link with the world's forest resources, with the world of the projects, architecture and design and with the huge universe of constructions.

The development model of the Italian system of “LegnoArredamento” relies on the ability to create products that are global icons of quality, style and uniqueness. A development model that is able to put in the foreground of the international consumers perception the cultural and the aesthetic content of indoor and outdoor furnished spaces, such as essential sources of quality of life. Population and furnished spaces that become more and more laboratories for experimentation and innovation throughout the production system of Italian Life Style.

FEDERLEGNO: numbers

2nd italian manufacturing sector for number of companies.75,000 entrepreneurs

3rd sector for positive contribution to the balance of trade. The positive balance is about 7 billion €

2007 2008 Var % 08/07

Turnover in manufacturing (a)

39.798 37.533 - 5,6%

exports (b) 13.714 13.438 - 2,0%Imports (c) 7.475 6.833 - 8.6%balance (b-c) 6.239 6.605 5,9%Apparent domestic consumption (a+b+c)

33.530 30.928 - 7,8%

Export/turnover (% b/a)

34,5% 35,8% 3,8%

Employees 810.876

408.464

- 0,6%

Companies 77.471 75.299 - 2,8%Source: Centro Studi Cosmit/FederlegnoArredo

Key Sectors

Furniture and wooden Products for construction: the two key sectors

of the LegnoArredo system.

TOTAL FURNITURE

WOODEN PRODUCTSFOR CONSTRUCTION

LIGHTING

OTHER LEGNOARREDO

The furniture sector employs the 50% of the employees of the system LegnoArredo

The wood products industry for the construction sector employs about the 25% of the workforce system LegnoArredo


Furniture: numbers

Macro Furniture Sector: it includes all types of furniture (any material) for domestic and collective use, lighting fittings and an aggregate of various furnishing complements.

12 billion of exports, more than 50% of the total turnover

231,000 people to produce furniture and lamps made in Italy


2007 2008 Var. % 08/07


23.693 22.668 - 4,3%

exports (b) 12.054 11.896 - 1,3%

Imports (c) 2.735 2.740 0,2%

balance (b-c)

9.319 9.156 - 1,7%

Apparent domestic consumption (a+b+c)

14.374 13.512 - 6,0%


50,9% 52,5% 3,2%

Employees 231.853 230.694 - 0,5%

Companies 34.429 33.584 - 2,6%

Wood: numbers

2007 2008 Var % 08/07


16.076 14.865 - 7,5%

exports (b) 1.660 1.542 - 7,1%Imports (c) 4.740 4.093 - 13,6%balance (b-c)

- 3.080 - 2.551 17,2%

Apparent domestic consumption (a+b+c)

19.156 17.416 - 9,1%


10,3% 10,4% 0,5%

Employees 179.023

177.770

- 0,7%

Companies 43.042 41.751 - 3,0%Source: Centro Studi Cosmit/FederlegnoArredo

Macro Wood Industry: it includes the first working phases, all the productions connected to construction and interior finishing (doors, windows, parquet, etc.), all materials (plywood, panels, etc.), all the semi-finished products and components for the furniture industry.

1 cubic meter of wood used by the construction industry avoids the emission of 2 tonnes of CO2 into the atmosphere

The 85% of the wood waste is recovered. Waste wood is a renewable energy source and low cost

Industry trends and the effects of the crisis

In 2008, export LegnoArredo system : -2% of decrease .

Contraction of 5.6% of total turnover.

Decrease of 10% of exports in the fourth quarter of 2008.

The EU markets are the first with a decline of 15%.


The depth of the crisis in the first quarter of 2009

In January the exports of furniture to countries outside the European Union have collapsed: -40%.

In Q1 2009 contraction: -16% of the production of furniture.

Contraction: -26% of production in the wood industry.


2008: crisis in all sectors of the Furniture

The most declined marked is the “upholstered ” (imbottiti) compartment: -7.8%.

The lighting industry: indicators still positive + 1.3%.

rooms andaccommodation

upholstered

kitchen

office

chair

lighting

complements andaccessories

other

The upholstered and chair sectors

Setback particularly accentuated for the upholstered and the furniture sectors.

The upholstered sector lose approximately 900 million turnover compared to 2002

Chairs sector lose over 220 million turnover compared to 2002

The lighting and kitchen sectors

Still expanding the exports for kitchen and lighting secotrs.

Lighting sector has exported 30% more than in 2003.

The kitchen sector has exported 60% more than in 2003.

Sales on the domestic market in general decline

Sales of Italian domestic market decreased in 2007 by 7% compared to 2002.

Imports from abroad increased by

102 % compared to 2002

Some infos about the foreign markets

Brighter foreign markets for the LegnoArredo system The destination that grows is the Qatar: + 128% Second place for the United Arab Emirates: + 38%

Larger foreign markets for the Furniture Industry macro The largest purchaser of furniture Made in Italy:

France with 1.7 billion € The first destination outside the EU: Russia with 1.1

billion €

The wood industry

2008: larger foreign markets for the Wood Industry

11%

11%

10%

7%

7%6%5%

4%

4%

3%

2%

30%

Germany

France

United States

Russia

United kingdom

Switzerland

Spain

Austria

Greece

Slovenia

Romania

Other Countries

12% of Italian wood has been sold in Germany

In 2008 exports to Russia of “made in Italy” wood products have grown

Main countries for the Italian LegnoArredo imports

The Italy imported Wood and furniture for about 6.8 billion €.

The two main suppliers of Italy are Austria for sawn timber, 555 million €, and China for furniture, 393 million €.

Italian LegnoArredo system. Global shares

The shares of Italy in a given geographical area are calculated as a ratio between the value of imports from Italy and the total value of imports purchased from the area.

Italy holds about 10% of the world furniture market.

Italian share rises to 25% in the high-value furniture, in which Italy is the world leader

Furniture: China and Germany main

competitor

China is the first player with a market share of 25% of the world market for furniture

Italy and Germany follow

each with a share of about 10%

Global market shares for kitchens and Upholstered

The italian shares in a particular type of product are calculated as the percentage ratio between the value of imports of that type of italian product and the total value of imports of the same type purchased globally.

Italian kitchens have exceeded the 18% of the world market of kitchens

The Upholstered provided by Italy fell below the 15% of the world market

A focus on “Brianza”


This territory can be divided into three parts:

Comasca (Cantù, Arosio, Cabiate, Inverigo e Mariano Comense),

Brianza ex Milanese of the furniture industry (Lissone, centro significativo per produzione e arredamento; Barlassina, Bovisio-Masciago, Brioso, Cesano Maderno, Desio, Giussano, Lentate sul Seveso, Limbiate, Macherio, Meda, Seregno, Seveso, Verano Brianza)

Brianza of the side-sectors: textile and furnishing (Costa Masnaga e meccanica-plastica (Osnago).


The beginning of the story of Brianza is around 1750 : the many farmers who worked the land in Brianza decided to adapt to new requirements and needs, they professionally reconvert .

Soon the productive specialization within the shops prevails; shops became school Labs. New figures come to life: connoisseurs, collectors, sellers of raw materials, the carpenters, woodcarvers, Turners, polishers, lacquers, decorators, upholsterers, constructors and everything that we can identify around the furniture area.

In Cantù, in the first half of 1800, the furniture production becomes artistic production and in 1882 an art school for the décor is created. From 1840 to 1850 born large industrial companies and between 1867 and 1967 the production comes to its climax, with Cantu and Lissone centers of the Brianza style.

A focus on “Brianza” The craftship context is typical a large company fragmented and divided

into many small family-run shops that are distinguished by an high quality production , although every shop is almost totally controlled by the bigger selling companies known outside the district.

The emancipation of the family shops promotes the growth of productiveness and inventive capacities, as well their union has to be seen in the logic of a scale economy aimed to the increase of the productive capacity.

After the second world war starts the collaboration with the major protagonists of the contemporary architecture and design. In this period there is also the phenomenon of the immigration in Brianza, from all the regions of Italy.

The 21st century is characterized by close collaboration among craftsmen, architects and designers: the production is seen as a daughter of functionality, comfort, but also of beauty and harmony.

A focus on Brianza

Brianza in the first 3 months of 2011 exports in furniture products more than 220 million €, the 11.4% of the total national export, with +6.5% over the same quarter of the previous year. And if we consider all the wood-furniture district of Brianza extended to Como, the export of the first months of 2011 is of 340 million €, almost a fifth of the total of the italian export.

The furniture designed and manufactured between Milan and the Brianza "travel" mainly to Europe (68.2%), followed by Asia (18.2%) and America (9.4%).

The furniture companies between Milan, Monza and Brianza and Como are about 4 thousand, 15% of the total italian furniture companies. The design companies in this area are more than 2,200 (about 15% of the italian design companies).

Brianza and furniture– the evolution for Studiolabo

70-80’s : the big Brianza companies(B&B, Radaelli, Poliform, Moroso…).

80-90’s: the big gruops of companies(Gufram, Cappelletti, Poltrona Frau, Cassina …),in some cases the loss of the brand identity.

90 – 2000’s:the big signatures and the so-called “Archi-star” (Orchiola, Palomba,Starck, Lissoni …) which work for many companies, npot just for one.

Nowadays: the designer and artist are closer. Design as art unique pieces no longer in the series. Galleries of modernism, reflected in the Milan’s fuorisalone where the artististic performance is central

SALONE DEL MOBILE 2012


a.a. 2011/2012

SALONE DEL MOBILE 2012

Salone del Mobile is the global main event in the home-furnishings sector. It Started in 1961 by the intuition of a small group of furniture entrepreneurs and the Federlegno-Arredo association, to promote the export of the italian furniture and soon became the most awaited international event for the world of Interior Design.

Appropriate marketing tool for a very pulverized sector (over 13 thousand companies with 205.000 people; a national distribution system built on 20,000 outlets) that would not have other ways to express its overall potential.

In 1965 for the first time the furnishing industry leaders are grouped in an exhibition space divided in different commercial areas.

SALONE DEL MOBILE 2012Information and numbers

Location: Fiera Milano, Rho

Time: from 09.30 a.m. to 6.30 p.m. Saturday 21st and Sunday 22nd is open to everyone.

Totale espositori: 1.729 + 750 designers from the SaloneSatellite

Products: bedrooms, beds, cabinets, dining rooms, tunnels and stays, entry furniture, furniture for children and teens, furniture, tables and chairs, rattan furniture, wicker and rattan garden furniture, upholstered furniture. Complementary items, household items, decorative items, textiles.

Net exhibition area : 151.500 M2

The 2011 edition has seen the presence of 282,483 visitors including 177,964 foreigners from 154 countries in addition to the 32,870 public Sunday visitors and 5,967 operators of communication.

SALONE DEL MOBILE: Economics

This year more than 300,000 visitors are waited. The design week will be again the most important event economically in Milan, with 194 million euros of tourism turnover, generated in particular by the 60% of visitors that come from abroad – and at least other 150 million € spent in the Milan territory from the 3000 exhibitors of the fair

Then is remarkable the touristic results of the event, as estimated by the International Studies Office of the Camera di Commercio di Monza e Brianza: if we consider accommodations, catering, shopping and transport, the design week will bring in Milan even more revenue than the ones produced last year (189 million €), with a 3% increase due to the continuous multiplication of "collateral"events

SALONE DEL MOBILE Collateral events

EuroCucina – 19th edition

International fair of kitchen furniture

Products: plastic laminate kitchens, wooden kitchens, kitchens in metal, lacquered kitchens, kitchens in masonry, laundry, kitchen furnishings. Associations and industry bodies.

FTK – Technology for the Kitchen – 5th edition

EuroCucina collateral event

Products: built-in appliances for kitchen and furniture hoods

Between the new entries we find Liebherr e Irinox. Still confirmed Best, BSH, Candy Hoover Group, Electrolux, Elica, Faber, Falmec, Franke, Indesit Company, Miele, Nardi, Smeg e Whirlpool.

Salone Satellite – 15th editionDedicated to the under 35 designersDesigners expected: Almost 750 designers including the students of the 17 international school of design + ADI (Associazione per il Disegno Industriale)SaloneSatellite has been the first event to give space to young designers suddenly becoming the meeting plasce for entrepreneurs and talent scout and the most important designers and architects.Open everyday from 09.30 a.m. to 6.30 p.m.

Salone Internazionale del Bagno – 4th edition

Products: Furniture and accessories for bathrooms, shower cubicles and saunas, sanitary ware, radiators, coverings, bathroom faucets or kitchen, and bath tubs and whirlpool.

SALONE DEL MOBILE Eventi culturali

Design DanceTeatro dell’Arte, Triennale di Milano Viale Alemagna 6, Milano Show time: april 17-20 a 8.30 p.m. april 21st and 22nd 4.00 p.m. and 8.30 p.m.

Librocielo Biblioteca Pinacoteca Accademia Ambrosiana(entrance from Piazza San Sepolcro, Milano)Show time: april 17th from 8.30 p.m. to 11.00 p.m. , april 18 - 22 from 7.45 p.m. to 11.00 p.m.

RI.U.SO, Casa e Città per disegnare un futuro possibile

April 2th and 21stFiera Milano, RhoCentro Congressi Stella Polare, Auditorium

MonteNapoleone Design Experience by Citroën. AUTO-MOBILI

april 17-22Via MonteNapoleone

Mani Grandi, Senza Fine. april 17-24Piccolo Teatro Studio Expo Via Rivoli 6

Barrique. La terza vita del legno april 17-22Fiera Milano, Rho - Pad. 11 9.30 a.m. to 6.30 p.m.

SALONE DEL MOBILE Useful informations

To reach “Fiera di Rho” from the center of Milan you need to take the metro “linea 1” (the red one) and get to “Rho-Fiera”.

Ticket price: the cost for a single entrance at the “Salone Internazionale del Mobile 2012” is 23 euro, while students pay 18 euros.

FUORISALONE 2012


a.a. 2011/2012

FUORISALONE and StudioLabo

- Begun more than 20 years ago as a spontaneous event, and this is its strength. The main reason why it begun it’s because Italian entrepreneurs who have showroom in Milan-Brera area –didn’t want to play the logic of the fair (repeatable format, the most interesting spaces vs the less expensive ones)

- Parallel event to the “Salone del Mobile” with a stronger social and entertainment value. Ideated to introduce the products previews of the furniture companies using their showrooms or using unconventional "different spaces" (lofts, galleries, industrial spaces …)

- Studio Labo : 12 years working at “Fuorisalone” From a problem of the industry: many companies are not structured to face the change of communication (eg. from

newspaper to the web)

Many different website (fuorisalone.it ...)

Rental spaces (the best areas are the Central because they’re the most visited)

Consultants for communication, both for the furniture companies and the different ones (eg. Vodafone, Hyundai ... but also a lot of companies that belong to the fashion industry). Being in Brera and Tortona, where the affluence is very high is crucial for companies that are both inside and outside the sector.

Collaboration with students of the “university – Politecnico di Milano” who during the fuorisalone make photographs that are immediately published. Fuorisalone live and historical memory.

FUORISALONE 2012 It stands for all the satellite events that dot the milanese design week: concerts, dj

sets, party appetizers, exhibitions and events hosted by the most famous design showroom (concentrated in via Durini e the near area as Artemide, Cappellini, Flos, B&BItalia, Molteni&C, Poltrona Frau) and the indipendent spaces of the young designers that are settled in the city

The Milan FuoriSalone will be the centre, once again, of many events during the week of the Salone del Mobile. This is not a "fair within the fair", but a spontaneous event where companies decide freely to create an event in a location in the city.

Zona Tortona is localized from Porta Genova to the whole nearby area that has been transformed from the ex-industrial zone to a space of creativity, fashion, design, art. This is the most loved fuorisalone zone by the young audience and foreigners that pours into the streets until late night.

Ventura Lambrate is an area that in the last years has been very successful, near to Città Studi. The events organized in the area of Porta Romana see the presence of young designers and students of the most important design institutes, while the “Quartiere Isola” has a green and an alternative soul

FUORISALONE 2012

The owners of some location of Fuorisalone ask, for one week only, the value of the hiring of a full year: an open space on the ground floor of 150 square meters in zona Tortona, for example, costs 6.000 € for seven days, 1.000 € for one.

FUORISALONEThe Zones

There are many different areas in Milan where we can find “Fuorisalone”

5 GIORNATE

BRERA

CADORNA – TRIENNALE

CITTA’ STUDI

DATEO

DUOMO

FIERA

GARIBALDI

GRECO – PIRELLI

ISOLA

LORETO

MAGGIOLINA

MECENATE

MONUMENTALE

MOSCOVA

ORTICA

PORTA ROMANA

PALESTRO

PIAZZALE LODI

PORTA VENEZIA

PRECOTTO

RIPAMONTI

SANT’AMBROGIO

SAN BABILA

SEMPIONE

STAZIONE CENTRALE

TERTULLIANO

TICINESE

TORTONA

VENTURA / LAMBRATE

BRERA DESIGN DISTRICT

The Brera district is an historical district of Milan which for centuries provided a crucial contribution to the cultural life of the city. Brera is a very rich place in charm and culture, a world that always has anticipated the trends where art, fashion and design mix together. A place that is diverse, welcoming, warm, creative artistically, where culture mixes to shopping and fun.

Brera Design District aims to communicate Brera as a point of reference for the milanese design, with the highest concentration of showrooms, galleries, location, spaces dedicated to contemporary design and in terms of art and culture.

Brera Design District is a territorial marketing operation through a dedicated communication system to the promotion of the italian excellences and, with active strengths on the territory, it has the main goal to enrich the cultural offer and the appeal of the district to combine tradition and innovation that is typical of the italian design. Through the interpretation of design and creativity, Brera Design districts is a map of the excellences of the furniture industry and it helps to relate them to an integrated system of communication on different devices.

GIO PONTI ANDTHE BRERA DESIGN NIGHT

In Via Solferino, the heart of the Brera Design District, is organized the exhibition "Live at bridges: the houses inhabited by Gio Ponti. Experiments of domestic life and architectures for living and working ", dedicated both to experiments of domestic life and the work of Gio Ponti, while the backyard is transformed into an oasis of relaxation, a lounge equipped with bike racks, books, fountains, free wifi and refreshments all day.

Brera is very well known as an artistic quarter. This year it presents the Brera Design Night, “La notte bianca” of the design showroom with events and live shows on the streets. Mark on the night of Friday, April 20!

BRERA villaggio del design

Brera Outdoor Village: in the heart of Brera Design District, Ludovica + Roberto Palomba, transformed the piazza Palazzo Cusani, in a sort of an open-air design village.

In the former Church of San Carpoforo, Roberto Semprini exposes the fruit of the Union between art and industry. Seeing to the tailoring quality as an answer to the crisis: Arts & Crafts.

BRERA Main sponsor

Fuorisalone Design Party by Hyundai is the most exclusive event of the design week, planned for Friday 20th to the “Officine del Volo”, via Mecenate 76

Hyundai Creative Lab is a creative workshop, aimed at the community of Italian and european designers and creative architects to promote the culture of the project with a focus on automotive topics and sustainable mobility.

Vodafone: download the app “Brera Design District Realtà Aumentata” available for iOs and Android, and explore the world of the Fuorisalone. The app will guide you through the streets of Brera and will allow you to discover the most original creations of the showrooms of Calligaris, Roda, Hyundai, Lake, Lomo, Boffi, Magis, Moroso, Sicis and Peka

BRERA Main sponsor

VALCUCINE DEMODE: with a view on sharing and mutual enrichment, both inside and outside the showroom during the days of Fuorisalone (from Tuesday 17th to Sunday 22nd), Valcucine, in addition to the exhibition of novelties, give some space to the craftship realities, very close to concepts of corporate social responsibility and to theories of degrowth.

On some mechanical-operational islands, IrideFixed, Caira Design Patagonia Milano and ecocucina.org will replace, recycle, reuse and restore your products, showing the manual aspect that is not always evaluated correctly.

Taking inspiration from the most experimental architecture, Caira Design will deconstruct and wil re-combine vintage handbags from your old pants (don't forget to wear a tie if you want your shoulder!)

BRERA Special Events

Valcucine - Abbiamo un sogno: un mondo senza rifiuti (corso Giuseppe Garibaldi, 99) De Mura - Ascolta il Design (c/o Spazio Bossi - Clerici via dei Bossi, 3) Bertazzoni: to cook beautifully (c/o Spazio Bossi via Solferino, 7) Peka - Flexible Living (c/o Galleria Isarte - A corso Giuseppe Garibaldi, 2) Cover Magazine - Forza Tappeti: The Rug Revolution (/o Galleria Noseda via San

Simpliciano, 2) Segno Italiano - I ramaioli tridentini (c/o Solferino 9 - primo piano via Solferino, 9) Segno Italiano - La ceramica atestina (c/o Galleria DadaEast via Varese, 12) Segno Italiano - La Tigullina di Colombo Sanguineti (c/o Atelier du projet via San Carpoforo,

3) Florim - Impress (via Fatebenefratelli, 9) LagoStudio - LagoStore Turati - Opening! (via Filippo Turati, 3) LagoStudio - Appartamento Lago (via Brera, 30 - II piano) Agape - New Agape 12 concept store (via Statuto, 12) Calligaris - Presentazione novità 2012 (via Tivoli angolo Foro Buonaparte,24) Magis - Showroom Magis (corso Giuseppe Garibaldi, 77) Spazio RT - Tabarellis: esplorazioni tra antico, moderno e contemporaneo (via

Fatebenefratelli, 34) Studio Henzel - Tappeticontemporanei presenta Studio Henzel (via San Carpoforo, 1) Weiss - Weiss.cucinebianchi: RE-USE (via Arrigo Boito, 8)

BRERA Showrooms

A.G. Spalding & Bros Store via Solferino, 2 angolo via Pontaccio

Agape 12 via Statuto, 12 Alulife via Amerigo Vespucci, 1/3Amoeba di Joanna Lyle Design via Marsala, 11Antonio Lupi Showroom Milano via di porta tenaglia, 6Appartamento Lago via Brera, 30 - II pianoBasement 1 via Palermo, 1Boffi Solferino via Solferino, 11Brix_Superfici via Brera, 4Calligaris Flag Ship Store via Tivoli angolo Foro Buonaparte,24Cape Best corso Giuseppe Garibaldi, 44Cottoveneto via Fiori Chiari, 16Dedar via Fiori Chiari, 18Enzo Mantovani corso Giuseppe Garibaldi, 34Florim Flagship Store via Fatebenefratelli, 9Galleria Michela Cattai via Fiori Chiari, 7Giuliano Nobili Interiors via Fiori Chiari, 26HenryTimi foro Buonaparte, 52I segni del tempo via Marco Formentini, 4/6Italhome Le Sedie largo Claudio Treves, 2Kristina Ti via Solferino, 18La Tenda via Solferino ang via AnconaLagoStore Turati via Filippo Turati, 3Laminam via Mercato, 3Loft Milano via Marco Formentini, 14 ang. via Fiori ChiariMagis corso Giuseppe Garibaldi, 77

MarinaC via della Moscova, 6/8Molteni&C Dada via Solferino angolo via PontaccioMoroso via Pontaccio, 8/10Newform Showroom via Fiori Oscuri, 3Nike Stadium foro Buonaparte, 50Opera Prima via Alessandro Volta, 21Ordine Architetti P.P.C. Provincia Di Milano via Solferino, 19Preis via Solferino angolo via PalermoRBfineart foro Buonaparte, 46Refin Studio foro Buonaparte, 68Robertaebasta - Fiori Chiari via Fiori Chiari, 3Robertaebasta - Solferino via Solferino, fronte civico 3Sicis via Fatebenefratelli, 8Society via Palermo, 1SoFar / SoNear via Solferino, 24Solferino 24/A via Solferino, 24/ASpazio 900 Modernariato&Design Corso Garibaldi, 42Spazio RT via Fatebenefratelli, 34Sumampa via Ciovassino, 5Tappeti Contemporanei via San Carpoforo, 1Teatro Olimpia foro Buonaparte, 74TOI - Theater of Imagination by Leo Burnett foro Buonaparte,

22Urushj corso Giuseppe Garibaldi, 65Valcucine Milano Brera corso Giuseppe Garibaldi, 99Wall&Decò via Pontaccio, 19Weiss.cucinebianchi via Arrigo Boito, 8

HERMES

The first complete home collection was presented in April 2011: This year Hermès is back to Salone del Mobile with a double event. On the one hand, in via san Carpoforo, in the heart of Brera, the maison will present an installation of Shigeru Ban built using a new modular system Module H. For the duration of the Exhibition, the public can admire an entire cubic room entirely dressed with this cubic modular system. Then, in via Pisoni, in the fashion quadrilateral, in the “Maison Hermès” new showroom will be presented the new collection of textile wallpapers and furnishings which show the timeless elegance of Hermès.

Module "H” Via San Carpoforo, 9

Hermès Maison Via Pisoni, 2

BRERA ZONE

Metropolitana: M1 Cairoli - M2 Lanza, Moscova M3 Montenapoleone Tram: 4, 3, 7, 12, 14 Autobus: 61

PORTA ROMANA DESIGN

Porta Romana Design 2012 is sponsoring a territorial marketing that has as main objective the enhancement of Porta Romana zone.

Developing a communications system suitable to bring out the best and active strengths on the territory, the main purpose is to enrich the cultural offer and the appeal of the district, able to combine tradition and the last frontiers of design, to increase the number of visitors and active users.

Among the local partners we can find the European Institute of Design, that is open to host meetings and exhibitions, and the Terme Milano Spa, which will be home to events sponsored by companies, including the RedBull Splash Party

PORTA ROMANA DESIGNthe exhibitors

AB PUNK POSITIVO Photographia viale Lazio, 1

CHANGE UP! con CAPORASO DESIGN Change up Piazza San Nazaro

CLICK’N’PAINT Spazio s-witch mode via Carlo Botta, 5

DESIGNING PUBLIC SPACES Cascina Cuccagna

FIX YOUR BIKE Tagmi viale Monte Nero, 26

GOODESIGN Cascina Cuccagna

Leggerezza robustissima ONFUTON via Crema, 14+11

LET’ CO – How collaboration changes our business CFMT Via Decembrio 28

LIBERO TUTTIPigr via Clusone, 6

NATURE PER NASON JOB viale Monte Nero, 56

ORANGE PEEL 3.1 A15 via Anfossi, 15

Share the Positive Energy Renault Twizy corso Lodi, 1

The Colors Of The Outdoor Terme di Milano Piazza Medaglie d'Oro, 2

The Weather Studio Zeta via Friuli, 26

UPPERCASE Mama Design Lab via Fratelli Campi, 2

PAPER EXPO Paper & People,via Friuli, 32

in Cascina Cuccagna , via Cuccagna 2:

ARAGO DESIGN , ARSALITARTES,BEST UP CANTIERE 11,CASAFACILE ,CNA PRATO E AREZZO,DUBBINI&STUDIO , ECOFFICE ,FEB31 FISKARS,HOLLO,IMPOSSIBLE LIVING,ISKRA SGUERA,Kenwood,KUBEDESIGN,LOCCIONI,MANDALAKI,MARCO STEFANELLI,MATERIAVERA,METROQUADRO SOSTENIBILE,NATURA E DESIGN,NAUTINOX,NEXTMATERIALS,NORMALEARCHITETTURA,OLTREMATERIA, ONFUTON TOTEM,OPEREAPERTE,PEPE HEYKOOP,PEUGEOT,PLINIO IL GIOVANE,RIVAVIVA,SAS ITALIA Aldo Larcher Srl, SYSTEMA BAMBOO,TOTAL PACKAGING,UNIVERSITÀ DEGLI STUDI DI FERRARA,VINACCIA

PORTA ROMANA DESIGNEvents on ven 20th

Uppercase party (dalle 20:00) c/o Mama Design Lab via Fratelli Campi, 2: Performance Live GRANDE SHOW SENZA BALLETTO

Elita Festival (dalle 19:30 alle 24:00) c/o Teatro Parentivia Pier Lombardo, 14: CONNAN MOCKASIN live; VONDELPARK live; CITIZENS! Live; REALITY SHARING (panel)

The Colors Of The Outdoor (dalle 19:00 alle 23:00) c/o Terme di Milano Piazza Medaglie d'Oro, 2: Sfilata di Tiziano Picogna a seguire party Dj set

PORTA ROMANA DESIGNGiovani designer e progetti per l’outdoor

Localized in many streets in the Porta Romana zone are organized some events that give some space to young designers and to the outdoor ideas.

Terme di Milano hosts the exhibition ' The Colors of Outdoor ' in collaboration with the Consorzio del Politecnico di Milano, while in the Cascina Cuccagna country frame (in via Cuccagna 4) will be hosted the Public Design Festival, an exhibition of projects by the IED students to furnish the outdoor gardens.

Between the events of the presentation of new products we find Arper that in Via Pantano, will present the new collection of Saya chairs designed by Lievore Altherr Molina

PORTA ROMANA ZONE

Metropolitana : Piazza Medaglie D'Oro MM3 Porta Romana / Lodi / Crocetta Tram : Piazza Medaglie D'Oro(9, 29/30); Viale Monte Nero (9, 29/30, 16);Via Bergamo (9, 29/30, 16); Piazza 5 Giornate (9,

29/30, 23, 12, 27);Via Comelico (16, 92);Corso XXII Marzo (12, 27); Viale Umbria (90, 91, 92)

TORTONA DESIGN WEEK

It is the golden triangle formed by Via Tortona via Savona, Via Sthendal. The one from which the fuori salone originated and which presents an endless series of exhibitions in the most unthinkable location.

Compared to Brera, which represents the historicity, is the youngest and experimental area

The nonprofit Tortona Area Lab was formed in 2010 with the aim of enhancing the potential of the area between via Savona, via Tortona and via Stendhal, giving support to activities related to culture and creativity and creating a listening channel to service the territory, able to pick up and amplify the need of a lively district that is changing very fast. The Association has designed, promoted and managed the first communication draft of the Tortona Design Week.

TORTONA DESIGN WEEK

The parallel event iSaloni has taken since 2011 a journey of total renewal characterized by the direct involvement of all major entrepreneurial reality operating stably in the zone. Tortona Design Week is an event which aims to support companies and designers who choose to expose in large industrial areas with a communications system designed to give a coordinated image to the event, promoting it on international media, providing useful tools to visitors for an optimal enjoyment and for an overview of the area and its contents. Within the last two decades the milan’s quadrilateral has experienced the transition from a dramatic deindustrialization (with the closure of large industrial plants, crisis of the small artisan workshops and laboratories and the consequent deterioration of the social life of the area) to a "Renaissance" began in early 2000, triggered by the arrival in the area of many big investors related to fashion, art and the creative industry. In particular, with the fuori salone, Tortona has painted itself as an high quality professional reality, a real alternative offered to companies and designers who seek freedom and do not want to bring their own communication to the classic exhibition format.

ZONA TORTONAThe spaces

AlathaVia Savona 37Anfiteatro ArteVia Savona 26Area 56Via Savona 56Aria SavonaVia Savona 43Autorimessa - Carrozzeria - TortonaVia Tortona 20Beside - Tortona LocationsVia Tortona 20Bridge Shop - Tortona LocationsVia Tortona 12Capannone - Tortona LocationsVia Tortona 31Carrozzeria - Tortona LocationsVia Tortona 32ChiostroVia Savona 16Close - Tortona LocationsVia Tortona 31ColordesignersAlzaia Naviglio Grande 4Design LibraryVia Savona 11DieselVia Stendhal 36Discovering/BasementVia Tortona 27Drogheria - Tortona LocationsVia Tortona 19

Emporio - Tortona LocationsVia Tortona 31Ex-AnsaldoVia Tortona 54Ex-AnsaldoVia Bergognone 34Fiorditortona -Tortona LocationsVia Tortona 31Fondazione Arnaldo PomodoroVia Solari 35Forcella 11Via Forcella 11Galvanotecnica BugattiVia Gaspare Bugatti 7GarageVia Savona 55/AGommista - Tortona LocationsVia Tortona 31Lab DVia Tortona 30Libreria 121+Via Savona 17/5Light -Tortona LocationsVia Tortona 20Little - Tortona LocationsVia Tortona 31Magna ParsVia Tortona 15MC Magma StudioVia Tortona 4Middle - Tortona LocationsVia Tortona 12

Model - Tortona LocationsVia Tortona 28Modelleria - Tortona LocationsVia Tortona 18Morgan MotorVia Stendhal 59Nhow Hotel MilanoVia Tortona 35Officina -Via Tortona 31Officina Savona 1 -Via Savona 35Officina Savona 2 -Via Savona 33Officine della Torneria -Via Novi 5Officine Savona -Via Savona 35Officine StendhalVia Stendhal 35One - Tortona LocaionsVia Novi 1Opificio 31 - Tortona LocationsVia Tortona 31Padiglione ViscontiVia Tortona 58Plastic - Tortona LocationsVia Forcella 8 angolo Via BugattiPonti - Tortona LocationsVia Tortona 31Production - Tortona LocationsVia Savona 53Zegna TeatroVia Savona 56Zona TartinaVia Voghera 4

QuattrocentoMq - Tortona LocationsVia Tortona 31Savona 10Via Savona 10ShopVia Savona 55Showroom 31 - Tortona LocationsVia Tortona 31Showroom 37 - Tortona LocationsVia Tortona 37Spazio B - Tortona LocationsVia Tortona 35Spazio Blu - Tortona LocationsVia Tortona 2Spazio Del CimaVia Tortona 14Spazio FMG per l'ArchitetturaVia Bergognone 27Spazio Gancia - Tortona LocationsVia Tortona 21Spazio I - Tortona LocationsVia Tortona 31Spazio IrokoVia Voghera 11Spazio K1 - Tortona LocationsVia Cerano 2Spazio M1/M2 Sumisura -Via Tortona 20Spazio Otto di Paola Navone-Via Tortona 31Spazio P - Tortona LocationsVia Tortona 20Twice - Tortona LocationsVia Savona 45Vetraio - Tortona LocationsVia Tortona 31Viaforcella13 - Tortona LocationsVia Forcella 13VibramVia Voghera 11

Spazio RojoVia Tortona 17Spazio SetmaniVia Forcella 5SpazioriginaleVia Savona 55/AStendhal 36Via Stendhal 36Studio - Tortona LocationsVia Tortona 28 Studio DigitalVia Tortona 35Studio Fino-RossiVia Forcella 9aStudio LightVia Stendhal 36Studio OttoVia Tortona 31Superstudio 13 Temporary Museum for New DesignVia Gaspare Bugatti 9Superstudio Più Temporary Museum For New DesignVia Tortona 27T-Shop - Tortona LocationsVia Savona 20Textile - Tortona LocationsVia Tortona 31The B.BoxVia Savona 25Thermore SkywalkVia Tortona 35Torneria - Tortona LocationsVia Tortona 32Tortona Gallery - Tortona LocationsVia Tortona 20Tortona37 Via Tortona 37Tortonafour - Tortona LocationsVia Tortona 4TortonaSquare - Tortona LocationsVia Tortona 36

TORTONA - EVENTS

April 20th eventsA designer A dayLocation: Autorimessa - Carrozzeria - Tortona LocationsEspositore: A designer A day

Carrera - Jump Into the SunLocation: Superstudio Più Temporary Museum For New DesignEspositore: Carrera

DE PONTE STUDIO |DPSA+DLocation: Superstudio Più Temporary Museum For New DesignEspositore: De Ponte Studio | DPSA+D

DEA + FuoriTrentinoLocation: Autorimessa - Carrozzeria - Tortona LocationsEspositore: DEA+FuoriTrentino

Experience the Infinity by ASUSLocation: QuattrocentoMq - Tortona LocationsEspositore: ASUS

Fiume del ParadisoLocation: Superstudio Più Temporary Museum For New DesignEspositore: COTTO

WhirpoolLocation: Showroom 31 - Tortona LocationsEspositore: Whirpool

Heineken Open Design ExplorationLocation: Plastic - Tortona LocationsEspositore: Heineken Open Design Exploration

I Love My WellnessLocation: Textile - Tortona LocationsEspositore: I Love My Wellness

LeucosLocation: Superstudio 13 Temporary Museum for New DesignEspositore: Leucos

Seguso - Murano inspirationLocation: Officine Savona - Tortona LocationsEspositore: Seguso - Sand and Fire_Sabbia e Fuoco

SlideLocation: Ex-AnsaldoEspositore: Slide

SOdA - Aperitivi InterattiviLocation: Zona TartinaEspositore: SOdA_Pforzheim University

The Taste of ISTLocation: Light -Tortona LocationsEspositore: The Taste of IST

TORTONA GREEN ISLAND

Green Island, active since 2002, presents for this new edition of Fuori Salone 2012 an absolute novelty, at least for Italy. A large floral carpet with the colours of spring and images from gardens, will be laid in the main lobby of the Garibaldi Station, point of transition for thousands of workers daily.

The work comes from the creativity of a group of designers and green activists, gathered under the title King.RURBAN. This year, Green Island will involve the network of shops, workshops and artistic studies of architecture and design that are settled in the Quartiere Isola where there will be many installations and projects.

TORTONA ‘Merci Parigi’ & ‘Production’

There’s also to mention the project of Paola Navone that for the first time hosts in its new study the famous Parisian concept store “Merci” and a preview of the icon objects that have marked the history of this space, become a Parisian cult. (Studio Paola Navone – Via Tortona, 31)

Don't miss the unusual proposals by Barbara Abaterusso: Interior design architect, graduated at the “Accademia di Belle Arti”, became soon a real point of reference for art and architecture. She will present its creations, aesthetically unusual within the “Production” show ù(Tortona Locations – Via Savona 53)

TORTONA ZONE

Metropolitana : Linea 2, fermate: Porta Genova, Sant’Agostino Tram : Linea 14, fermate: Solari-Coni Zugna, Solari-Montevideo, Rosario, Solari-Stendhal, Napoli ; Linea 9, fermate: Porta

Genova, Gorizia-Colombo ; Linea 2, fermate: Porta Genova, Valenza-Staz. Genova, Valenza-Alzaia Nav. Grande, Ripa Ticinese-Lombardini, Ripa Ticinese d’Adda, Ripa Ticinese-Cassala ; Linea 19, fermate: Coni Zugna-Solari, Coni Zugna- Colombo, Porta Genova

Tom Dixon’s MOST at the “Museo Nazionale della Scienza e della

Tecnologia”

This year the Fuori Salone has several new features and, among these, the MOST event is shaping up as one of the best. The MOST project is led by the star designer Tom Dixon, who moves from his headquarters of Tortona to the National Museum of science and technology (via S.Vittore)

MOST is not only design but also cinema and architecture. An event driven by a sense of curiosity and desire to ' do ', stimulating to imagination. There will also be a variety of things from experience: get the ice cream by yourself or to line the seats. There will be designers from around the world: Belgium (Quinze & Milan, Kommunikation), United States (David Weeks Studio, Areaware), Portugal, New Zealand (Resident), Canada (Molo), Denmark (Flux), and more.

PORTA VENEZIA IN DESIGN

PORTAVENEZIA IN DESIGN- is a fuori salone circuit that combines the contemporary design with architectural heritage and the Liberty style decoration that is particularly used in this part of the city.

A double circuit: showrooms, shops and companies that expose the novelty of design and art. And, for 2012, a cultural focus centered on the Liberty language.

The idea. The design is seen as a link between the different realities of Porta Venezia. Design seen as creativity applied to all sectors. The collaboration between many different realities (commercial and cultural) that are located in the area has been the key of the success of the project.

Milan is a hidden beauty. Sometimes concealed, as the Albergo Venezia which hides an incredibly charming Art Nouveau heritag; there’s also the case of “Cortili Aperti” which opens every year in the springtime with corners, patios, gardens and parks inside the private buildings.

PORTA VENEZIA IN DESIGNWeek end events

20 aprile 2012 Via Melzo 7

PRESS POINT | Porta Venezia in Designcocktail, h. 18/20 con Camparisoda | JANNELLI&VOLPI - WallpapeRevolution, art direction Matteo Ragni

Viale Piave 42, presso Sheraton Diana Majesticopening su invito, h.19 | BAXTER

Via G. B. Morgagni 20cocktail, 20 aprile, h. 18 | CENTRO DELLA REPUBBLICA CECA - Jiří Pelcl: Mobili e oggetti

Via F. Casati 12open day cocktail, h. 10.30/22.30 | MINT MARKET - Mostra THREE SOULS con ANNA TORFS, MATTHEW BROUSSARD e CARPE DIEM



h.16.30 (solo su prenotazione: [email protected])IL DESIGN E’ PER TUTTI I BAMBINI - creatività e solidarietà | Laboratorio ludico-didattico dedicato ai bambini tra 5 e 10 anni.Progetto di Claudio Larcher di Modoloco Design e Coloresperanza

Viale Piave 27brunch, h. 11.30/15 | SPOTTI E MARSOTTO EDIZIONI| SOFT MARBLE, l’insostenibile leggerezza del marmo. Installazione a cura di Studiopepe



h.16.30 (solo su prenotazione: [email protected])IL DESIGN E’ PER TUTTI I BAMBINI - creatività e solidarietà. Laboratorio ludico-didattico dedicato ai bambini tra 5 e 10 anniProgetto di Claudio Larcher di Modoloco Design e Coloresperanza

PORTA VENEZIA ZONE

Metropolitana : Linea 1, fermata: Porta Venezia Tram : 5 , 33 , 23 autobus 92

VENTURA - LAMBRATE

The events in this area have specific characteristics or quality, creativity, and experimentation. An event that has not to be missed, is Making Together: an interactive exhibition that will take place in the “Spazio Logotel” , where a sequence of work in progress will engage the viewer in the experience of design.

Last area of design (in terms of time) created in Milan and animated by an international vocation: its location hosts the exhibitions of the most important European design schools with a particular view also to Japan, Canada and Australia.

VENTURA - LAMBRATE

Mainly the artists/designers are not italian – for example this year there’s the attendance of the prestigious Royal School of Arts, and the Design School of Eindhoven. The design researches are often of young designers that have a strength and an impact capacity higher than we could expect, because they consider not just the mere appearance of objects but their role in the aesthetic, in the production process, and, eventually, into society.

Bags that become shoes, shoes that become furniture, newspapers

that become wood, bottles shaped into jewelry. As in the Florie Salnot’s project called Plastic Gold. Materials which are not easy to dispose of. The main purpose is to give new uses, creating low-cost items to reduce pollution. They can even create from a radio from the waste...

VENTURA – LAMBRATE Kiki van Eijk

Don't miss the new collection called “Textile sketch” drawned by Kiki van Eijk and presented in the Galleria Plus design, Via Ventura .6.

The beloved Eindhoven designer, in addition, will be celebrated in 5 stunning showcases created for Hermès. The theme is about time and how much it could be precious … The most beautiful jewel in our possession. The showcases are a story on many different aspects of time.

VENTURA – LAMBRATE ZONE

Metropolitana : Linea 2, fermata: Lambrate FS Tram : 23

Triennale (Cadorna) Design as a graphic sign at the Triennale Design Museum (viale Alemagna 6).

With the “TDM5: grafica italiana” we take a further step in the discovery of the visual culture. There’s also a tribute to architecture studio De Pas, D'Urbino and Lomazzi to whom we owe the famous armchair called Joe, shaped as a baseball glove, historical piece from 1970.

Lorenzo Damiani is the protagonist of the third and final outfitting a sort of his signature of the House. Its objects are scattered in the spaces of the Triennale, with the desire to unleash the thrill of a treasure hunting. Among the dozens of the productions guests we can admire the armchairs “Iperbolica”, eleven pieces full of colors and very cozy, designed by Alessandro Ciffo, made of silicone and filled with polyurethanic foam.

The Lunar environment created by Lasvit which proposes a Crystal area signed by designer Ross Lovegrove, while we can find (in black and white portraits on large format) the bricks that make up the “Future Roots” exhibition wanted by Hogan.

Between the photographs-signed by Ornella Sancassani-we find the so called archi-star Zaha Hadid and Gae Aulenti, Santiago Calatrava, Tadao Ando and the current culture Councillor Stefano Boeri. We can also find the creative solutions presented by designers coming from Belgium, from the couch “Mutation” that seems a bunch of grapes (the artist/designer is Maarteen de Ceulaer); the big couch in textile patchwork style called Lichtbed created by Chevalier-Masson; the carpet cherry-colored called Looping well-suited both for exterior and Interior spaces.

MECENATE AREA DESIGN

The MAD project has the purpose to promote and bring out the Mecenate Area through a careful communication plan created “ad hoc”, and an accurate selection of designers and companies, in order to make the area a synonym of quality and professionalism.

This can be obtained by a guaranteed visibility on devices dedicated to individual events (website, map paper, etc.), a presence on the fuorisalone.it website for 12 months and a communication support to all initiatives organized.

LOCATIONS: OFFICINE DEL VOLO - via mecenate, 76/5 STUDIO 90 - MilanoVia Mecenate 90 SPAZIO ANTOLOGICO - Via Mecenate, 84/10

MECENATE ZONE

Da P.zza Duomo - Linea 27 - Fermata Mecenate 77Da Linate - Linea 73 - Fermata Mecenate 77

USCITE TANGENZIALE EST - Forlanini - C.A.M.M. - Mecenate

the furniture industry

Documents

european companies

european patents

good quality of life

life quality means

total system legnoarredosource

life style5

italian economy

number of companies