{"id":1124,"date":"2024-12-11T12:25:35","date_gmt":"2024-12-11T12:25:35","guid":{"rendered":"https:\/\/www.superstudioevents.com\/?post_type=notizie&p=1124"},"modified":"2025-06-23T11:38:32","modified_gmt":"2025-06-23T11:38:32","slug":"dietro-le-quinte-del-superdesign-show","status":"publish","type":"notizie","link":"https:\/\/www.superstudioevents.com\/en\/dietro-le-quinte-del-superdesign-show\/","title":{"rendered":"Behind the scenes of Superdesign Show: discover the ideam the project and those who make it possible every year"},"content":{"rendered":"

Have you ever seen anorchestra<\/strong> where everyone plays in perfect harmony?\nEach musician knows exactly which notes to play and works in sync with the others to deliver a performance that\u2019s unique, original<\/strong>, and impossible to replicate.<\/p>\n\n\n\n

Well, that\u2019s what it\u2019s like to produce the Superdesign Show<\/strong><\/a>,<\/strong> one of the most anticipated fixtures of Fuorisalone initiatives<\/strong> , held every year at Superstudio<\/strong> in the Tortona district. This year, the Design Week event Design Week<\/strong> will take place from April 16 to 21<\/strong>.<\/p>\n\n\n\n

But what goes on behind the scenes of an event like this<\/strong>? What are the stages that take it fromconcept<\/strong> to execution<\/strong>? How long<\/strong> does it take to prepare, and how many people<\/strong> are involved? To answer these questions, we spoke with Laura Vella<\/strong>, our Design Week Project Manager at Superstudio Events, who has been coordinating the production of the Superdesign Show for nearly two and a half years coordina la produzione<\/strong> \u2014a complex and finely tuned operation, even if it occasionally comes with its share of surprises! <\/p>\n\n\n\n

Superdesign Show: the birth<\/h2>\n\n\n\n

The Superdesign Show was born from a dream<\/strong>. Gisella Borioli<\/strong>, CEO of Superstudio Group and Creative Director of the Superdesign Show\u2014journalist and art director who has shaped Milan\u2019s artistic and cultural landscape since the 1980s\u2014dreamed of transforming a part of the city<\/strong>, the area around Via Tortona, reimagining it as a vibrant exhibition district dedicated to art, fashion, design, and photography<\/strong>. <\/p>\n\n\n\n

In 2000, she embraced anidea<\/strong> that had been gradually emerging in connection with Milan\u2019s Salone del Mobile<\/strong>: why not create a series of events<\/strong> showcasing the latest design trends outside the official fair<\/strong>? That\u2019s how Design Connection<\/em>was born\u2014an exhibition project offering a more emotional and expressive<\/strong> presentation of brands already participating in the main trade show. <\/p>\n\n\n\n

Over time, the project evolved. The next milestone came in 2009 with the launch of the Temporary Museum for New Design<\/em>, a kind of \u201ctemporary\u201d museum<\/strong> (inspired by the MoMA in New York) that came to life exclusively during Design Week. This marked the beginning of what would later become the Superdesign Show<\/strong> , which officially debuted in 2015<\/strong> with the new vision of offering a more experiential<\/strong>approach to design: no longer centered solely on the product, but on empathy and engagement<\/strong>, aiming to provoke thought through immersive installations<\/strong>. <\/p>\n\n\n\n

So, are you ready to embark on this incredible journey behind the scenes<\/strong> of one of the events that helped turn Fuorisalone into the cultural phenomenon it is today?<\/p>\n\n\n\n

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Idea and Concept<\/h2>\n\n\n\n

As mentioned, the mission of the event is crystal clear: not only the fusion<\/strong> of creativity and emotion materialized in a sensory event<\/strong>, with large-scale immersive installations<\/strong>, but also the scouting and selection of emerging designers and multinational companies that, through design, can truly add value to our lives.<\/p>\n\n\n\n

Each year, this vision is translated into a different theme<\/strong>, chosen to capture trend<\/strong> that reflect the current state of design<\/strong> and anticipate its future directions<\/strong>In past editions, for example, themes like \u201cLooking Ahead\u201d, focused on trend forecasting, and \u201cInspiration, Innovation, Imagination\u201d, centered around the future of design and its possible developments, have been explored. These broad themes allow the creatives involved to interpret them freely<\/strong> based on their personal sensibilities.<\/p>\n\n\n\n

This year, the theme is dedicated to diversity: Thinking Different. Everything, everywhere, everyone. <\/strong>Why these three words? Because they express the idea of \"thinking differently\" on three meaningful levels:Everything<\/strong>\" suggests that everything can be rethought<\/strong>, through the lens of design, any shape, color, material, or perspective can be modified and reimagined.Everywhere<\/strong>\" reflects the desire to connect the local DNA<\/strong> of regions across the globe with the global mindset<\/strong> of design lovers and world citizens.Everyone<\/strong>\u201d touches oninclusivity<\/strong>: a call to rethink design with kindness and care for diversity. Among the projects inspired by this theme is a collection of furniture designed specifically for libraries serving children with autism. <\/p>\n\n\n\n

As Gisella Borioli<\/strong>, visionary behind the event, often says, the Superdesign Show is \"the project of projects<\/em>\": a unifying umbrella under which many different ideas find their place. The curation<\/strong> behind Superdesign Show is neither simple nor passive. It\u2019s not just about offering a theme and waiting for interpretations, exhibitors receive precise guidelines<\/strong> to ensure their work aligns with our overall vision<\/strong>. If we feel a particular aspect of a project could be enhanced with a slight adjustment, we usually suggest changes. That\u2019s because, theexhibitor<\/strong> to us is not merely a client<\/strong>, but someone who embraces the shared vision and brings it to life through their own creativity and expertise.<\/p>\n\n\n\n

For this reason, the Superdesign Show is far from being just a trade fair.\nAs Laura Vella puts it, \u201cIt\u2019s more like a <\/em>symphony where creativity, ideas, trends<\/em><\/strong> and <\/em>, and people from all backgrounds<\/em><\/strong> come together in harmony to create a unique and coherent experience<\/em>\u201d.<\/p>\n\n\n\n

The selected designers come from all over the world<\/strong>: this year, the Superdesign Show features 41 exhibition areas, representing 11 countries from 3 continents, with over 40 projects.\nWant to know more about this year\u2019s exhibitors? here<\/a> you can find more details!<\/p>\n\n\n\n

As you can imagine, the selection process is anything but simple. In fact, for our team, Superdesign Show 2025 has already begun<\/strong>It may sound surprising, but engaging with exhibitors is a continuous source of big inspiration<\/strong>, we\u2019re already thinking about what new trends we might showcase in the coming year.<\/p>\n\n\n\n

Superdesign Show through the words of those who realize it<\/h2>\n\n\n\n

\u201cEven though the format stays the same, each edition brings a new challenge that raises the bar, pushing us out of our comfort zone\u2014until it becomes a familiar space. It\u2019s the project closest to my heart, offering me a window into the world of design and a formidable network of connections<\/em>\u201d <\/p>\n\n\n\n

But what exactly goes into organizing an event that brings together large-scale installations, projects, and creatives from all over the world? <\/p>\n\n\n\n

Overall, the team<\/strong> during the concept and planning stages of the event 15<\/strong>, but during the event week, that number grows to 50\u201360 professionals,<\/strong> including builders, technicians, hosts and hostesses, cleaners, and many others. The team expands and contracts depending on the time of year, and involves a variety of skill sets and expertise:<\/p>\n\n\n\n