What goes through a visionary mind in front of a disused factory, in the outskirts of Milan, to invent Superstudio... we will never know, but the results are still astonishing today.
And it is at the end of the last millennium when Flavio Lucchini, internationally famed publisher, entrepreneur, art director and Gisella Borioli, his wife, muse, fully fledged journalist and creative, had what would have proven to be a crucial and positive insight for the city of Milan: to buy a factory, which would have ended up being one of the many disused industrial buildings the city was studded with, and transform it into something new and innovative that still lacked: a space for events being multifunctional, multiplex, customizable and complete with everything you need for a successful event.
A new life in the Tortona area began in 2000. The factory, with its 22,000 square meters next to Porta Genova, became Superstudio Più, taking the name of the other Superstudio13 dedicated to photography - 13 photographic studios equipped to be rented each day – and started with the first activities having to do with fashion world. Fashion shows, showrooms, installations, presentations ... it is the industry that chooses Superstudio as the venue for its events. The most creative fashion shows, the stylists on the up, the trendiest brands compete with one other for being there. But it's not just fashion: the charm of the Superstudio Più, with its flexibility, caring staff, freedom of action and the charm of the new and trendy place, start making its way into the world of tout-court events.
Conventions, meetings, teambuilding, presentations, fairs and exhibitions, and even festivals! Each event is welcomed, mapped out, understood in its meaning and helped to express itself: it is the difference that makes Superstudio a location with soul.
New services were added to the basic ones; DadaCafé opened, restaurant and event space with catering, and later also SuperstudioCafé opened. MyOwnGallery was born, a gallery for contemporary art with a Communication and Organization Office to follow every step of an exhibition. The Urban Garden grew, designed by artist Michelangelo Pistoletto, with its 700 square meters on the roof planted as vegetable garden, lawn, and garden: a special place to visit. And dozens of creative initiatives took place periodically in the spaces.
Since then, the events made have been almost a thousand to date. Big multinationals, small brands, creative brands, Institutions, Embassies, Ministries and Foundations, national companies and small start-ups ... it is here that everyone meets, in the large rooms ready to tell a different story each time: yours.
Superstudio13 at via Forcella opened, known as “the Citadel of Photography” for the booming fashion world, with13 well-equipped photographic studios and additional services such as production and post-production studios, model and styling freelance agencies as well as a photography and modelling school.
Superstudio Più was born, the large multifunctional space to host events created through the restoration of part of the disused General Electric: 20,000 square meters on three floors designed for hosting fashion and design events on the ground floor, management offices and services on the top two floors.
A year of work that changed the composition of the structure without altering its industrial look. The project, launched by Flavio Lucchini, was developed by architect Giorgio Longoni as for the central parts, and by architect Marco Sironi as for the rear pavilions. The requalification did not prevent the event activities from starting: it was indeed the way to change the original projects by adapting them to the real needs of the market. The secret of space versatility started right here.
Superstudio completed the requalification: creating the largest private room in the city - almost 3000 square meters – for fashion shows and big conventions, a glass-clad building with two wooden floor rooms suitable for hosting avant-garde performances, and the large Art Point with two glass levels hosting two lofts of unexpected beauty.
Superstudio hosted the first edition of WHITE, the first innovation fashion saloon that revolutionized the fashion fair market thanks to a worldwide search for the then best clothing designers.
Giulio Cappellini and Gisella Borioli are the directors of the Temporary Museum for New Design, a new type of exhibition during the Design Week: not a fair but a quality selection of the names of participants and conceptual setting-up that stimulated emotions and excitement.
The Tortona Fashion District was born, heart of the fashion events in Tortona area being aimed at enhancing fashion in the neighbourhood and developing the accommodation for niche exhibitions (“Fuori Salone”).
It is the first Italian edition of Affordable Art Fair, the contemporary art fair that has revolutionized the way to buy modern works in the world of international art.
@AT, a periodic digital/paper magazine, was published during the Design Week and important events – such as the 30th anniversary of Superstudio13 in 2013 – fully produced and distributed by Superstudio. Another new element was SuperstudioTweb, YouTube channel for the events of Superstudio and Tortona area.
A project by Michelangelo Pistoletto which combined ecology, nature, sustainability and art, resulted in the SuperOrtoPiù, created on the roof of Superstudio, an example of urban garden combining the sign of art with the regeneration of non-places thanks to the magic of the green.
EXPO2015 came to the city and Superstudio prepared to welcome, among the many projects that its spaces hosted, the most ambitious project: along with the Langosteria, the top fish restaurant in Milan, it creates on thousand square meters of the Art Garden a sensational restaurant -Langosteria Fish Bar – which, during the months of the Expo, was the most popular place for fish-based aperitifs and dinners, attracting a parterre of international guests and gourmets.
SuperstudioEvents was born, the new limited liability company, created to meet the increasingly demanding needs of the market with the task of coordinating and improving event management: it introduced strategic, technological and management improvements that led to new events in that year.