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Take a software geek from the 80s, add a new generation graphic designer and dilute with a longtime marketing strategist. Shake vigorously and you'll get the Idea R's blog.

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Milano Design Week 2013, Design Districts

Photographer: Igor De Ruitz
Published on 4/15/2013
Categories: Visual Communication
Milano Design Week 2013, Design Districts

When it comes to Milano Design Week, the Fuorisalone has now become the main stage.
Outside the institutional paths of the Salone del Mobile, it's on the Milan streets that you can experiment the innovative design. Surely it is less glossy, but looking in small boutiques, in converted garages and in the most unlikely spaces, you can find the real creativity.

In the area of Tortona, the most famous space is made available by Superstudio Piu, but be careful do not stop at appearances: illuminated by spotlights, within the enormous photographic studios there are the major brands, but it is the basement that you have to explore. In the cramped basement, under the low roof you'll find the young designers, the ones who could never afford the rooms reserved for the Hyundai, but that has nothing to envy in terms of inventiveness and originality.
I found it very interesting Officine Creative Ansaldo, which housed among others a section on Chinese design.
To think outside the box you have to delve into the streets, into the old garages and find the box provided to design schools from all over the world: I found beautiful creations in an area dedicated to the youth of Singapore.

Tortona Design District

The Brera Design District this year was dedicated to craft making and industrial thinking. The industry has always been seen as the evolution of the artisan, the ability to create mass production to reduce costs and bring the design to everyone's home. Today this distinction is not so marked, indeed many of the instruments, such as the design thinking or the international cooperation, can give new life to crafts breaking down the borders. The exhibition dedicated to Designjunction, the annual London showcase of some of the best global design brands and smaller design labels, it was in this sense the space more representative of this new way of thinking.

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Photographies, videos, graphics and texts by Idea R are licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License.

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