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VERAMENTE MOBILE · brompton bike & no.parking design
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VERAMENTE MOBILE (TRULY MOBILE)
Brompton bike & no.parking design
OPENING COCKTAIL
Thursday 15 April
from 7:00 pm
Brompton Showroom, Tortona quarter, via delle Foppette 2, Milan
VERAMENTE MOBILE (TRULY MOBILE)
the installation
Rule number one: forget about bar napkins crammed into napkin dispensers.
Here at the Brompton bike showroom in via delle Foppette, napkins are given free reign of the event. The team at no.parking has used over 100,000 of them to create a muffled, surround setting that changes directions with the slightest breath of air and stirs up surprising chromatic sensations with the slightest movement.
mobile design
Rule number two: it involves several aspects. The key lies in the integration of forms and meanings. Mobile as an object – like a table, a chair or a bike. Mobile as a concept or an experience – such as an interactive video projection, riding on a Brompton bike along an urban forest trail made of napkins that turn into leaves. The secret’s in following the motion. Play the game by choosing your own path to fun and amazement.
stress-free urban mobility
Rule number three: “veramente mobile” (truly mobile) is an experience of pure entertainment that also functions as a rest area for those running from one pavilion to another, who have been either forced to labor at the exhibits or who just can’t miss attending the popular trade show and find themselves, instead, just plain bored. The space-event strongly expresses graphic qualities, but it primarily provides an authentic and creative rest stop. This doesn’t mean that it sweeps you away into the rustic countryside, but that it integrates nature within the urban setting and, through design, aims to encourage using bicycles in the city.
not by chance
The liaison between no.parking and Brompton is at its second sortie: the team from Vicenza actually returns to the Tortona quarter exactly one year after its first breakthrough. Back then, riding on the saddle of Brompton bikes, it wheeled in and out of Milanese traffic with the slogan “don’t stop design”. (Embarrassing photographic evidence can still be found at www.noparking.it/info/fuori-salone.) The goal to match movement and aesthetics is still essential in this appearance at the 2010 Fuorisalone show, but this time, the Brompton becomes a participatory experience. Pedal it to believe it!
BROMPTON
the bicycle
Conceived to increase independence and freedom of movement, the Brompton is a renowned English city bike that has perfectly integrated both design and functionality. It’s beautiful, foldable, and compact. It can easily be loaded onto a car, carried on public transportation or stored, for example at the office, taking up no more space than a small trolley.
not a toy bike
You can play with a Brompton, but it’s not at toy. It takes less time to unfold than a paper airplane. Once folded, it goes wherever you go, like a quack-along toy duck. It’s lightweight, but it isn’t a miniature model of a real bike. It appeals to managers, homemakers, and students alike because it goes with everyone’s style. The wheels may be small, but they can take you on a long ride. The award of the prestigious Prince Philip Designers Prize didn’t go to their heads, instead it has challenged Brompton to achieve greater heights.
info
www.brompton.it
www.brompton.co.uk
NO.PARKING
agency, studio or...
First and foremost, design. Design to communicate, which means: work, vocation, obsession, sometimes even indigestion. A compelling need, a fortuitous thrust, almost a mission. The offices are located in Vicenza, in a 16th century palazzo. This is where we’ve accumulated years of experience, paper, colors, books, magazines, and recycled objects – all of it strictly wireless. Is it a warehouse, a storage room, a spaceship or Alice’s Wonderland? Without a doubt, it’s a creative setting free of prejudice where ideas soon become reality.
what does it have to do with parking?
No.parking is in the historic center of town and because of its location, it has always invited its clients, friends, and random visitors to park their cars outside the town center. We believe it’s unnecessary to clog the streets with traffic when other options such as buses, walking, and – of course – bicycles exist. Not really green-party extremism, just plain common sense.
info
www.noparking.it
VERAMENTE MOBILE (TRULY MOBILE)
Brompton Showroom, Tortona quarter, via delle Foppette 2, Milan
from 10:00 am to 7:00 pm
from 15 to 19 April 2010
concept and production
www.noparking.it
photos and images
If you need high resolution images please contact info@noparking.it
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