Light will be a key ingredient in the fourth edition of Italian Style Concept; the collective exhibition within an exhibition at Cersaie, which will take in Bologna between 25th to 29th September.
Milleluci, the title of the show, will be hosted in a 400 sq. metre space in Pavilion 30. It draws inspiration from a 1974 TV variety show, hosted by Mina and Raffaella Carrà, in which each episode paid homage to a different type of entertainment, from radio to cabaret, musical to opera.
The two curators of Milleluci, Angelo Dall’Aglio and Davide Vercelli, came up with the format to create an evocative voyage through atmospheres that highlight the material, textures and design of bathroom furnishings, balanced between classical forms and alternative styles.
Milleluci will have a retro mood recalling the 1970s, and will be divided into ten themed sets, as were the episodes of the original TV show.
Each installation will be set against a backlit image relating to a given film or work, to which the set refers. The titles are Madame Butterfly (opera), Goldfinger (spy film), Grease (musical film), For a Few Dollars More (western film), Young Frankenstein (comedy film), Valentina (animation), Once Upon a Time in America (film drama), The Persuaders (TV series), Space 1999 (science fiction film), and The Shining (horror film).
Light’s emotional power will be examined in the sets, with each installation lit to evoke a unique atmosphere. The feature intends to be immersive, energised by changing light effects and visual evocations. Each set will also have its own soundtrack to guide the visitors through this multi-sensorial trip.
“Without light, you wouldn’t see the design,” says Angelo Dall’Aglio. “Light is the fundamental element which enables us to appreciate design and the Cersaie exhibition itself, which has always been oriented towards the world of design and projects.”
“The exhibition is inspired by the idea of offering visitors an evocative experience, rather than a guided tour among the products on show at the fair,” adds Davide Vercelli. “To achieve this, we borrowed the Milleluci format and re-invented it to cast light on the very best in Italian manufacturing.”
Encouraged by the success of the three previous editions of Italian Style Concept - Cer-Sea in 2014, Cer Stile in 2015 and CerSail in 2016 - which attracted 32,000 visitors and 202 participating companies, this collective exhibition at Cersaie 2017 is again intended to bring together selected high profile companies, international buyers and professionals looking for new creative ideas.
Milleluci will also be one of the elements of the third edition of the Bologna Design Week, staged in the centre of the city at the Galleria Cavour. Here art, fashion and design will come together, with the two sets La dolce vita (taken from the Fellini film of the same name) and Colazione da Tiffany (Breakfast at Tiffany’s), which will act as gateways to Cersaie itself.
Participating companies include Artemide, Casalgrande Padana, Ceramica Flaminia, Ceramiche Ricchetti, Cordivari, Danese, Del Conca, Emil Group, Gaudi Decor, HOM, Julia Marmi, Lea Ceramiche, Melogranoblu, Ragno, Rubinetterie, 3M, Oikos, Tagina and Wall & Deco.
Milleluci will also be present on social channels thanks to Millesocial, the live social network event created this year again by Bagno Oggi e Domani in close collaboration with the Weblog collective.
On 28th and 29th September the exhibition will also be hosting an event called Cersaie Designs Your Home in the Media Village. Here, designers from leading Italian interior design magazines will offer free design advice to members of the public intending to purchase or renovate homes. The event is part of Cersaie’s efforts to reach out to end consumers.
Italian and international tiling will be on show at Tiling Town, in Area 49. For its 6th edition, Tiling Town has reserved five work in-progress areas for demonstrating classic tiling techniques (flatness, substrate preparation, bathroom preparation, coating the substrate with adhesive, floating façades), with an additional area for demonstrating installation techniques for large ceramic panels. Every day, the last of these will also host technical seminars for designers, with two hours of theory and two hours of practical workshop experience.
Tiling Town will also host a variety of official and professional meetings including those with the Federation of European Tile Fixers (EUF) and its USA sibling, the NTCA.
There will also be a seminar on insurance policies for tile fixers and the General Assembly of Work Site Technicians.