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âEXTRAâ EVENTO
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FUORI SALONE 2010
From 13TH To 19TH April @ Loft 21 Via Padova, 21 Milan
Organized by WHOMADE and [1+2=8]
Extra is an exhibition, which want to build an highly unexpected scenario different from the common sense. The vernissage will take place next 13th of April at 7.00 pm at Loft 21 in Via Padova 21, Milan, MM1-2 Loreto.
We have to go beyond the place which was the stage of fights and go beyond prejudice, fear and ignorance. How better than re-named common objects by re-interpreting and giving them a new meaning? It will out strip the already known and the ordinary. An event to understand that, what appears to us far and different is a part of us, something that belongs to us.
In a lively location, such as LOFT 21 is, EXTRA wants to be a box of unusual and uncommon languages, in which the public will get carried away by the works of a bunch of architects, artists, designers, planners and also agronomists - EXTRAordinary EXTRAurban, and EXTRAterrestrial – in an endlessly game of objects transformations and new meaning building.
The flying lamps by [1+2=8] will show you the way to the latex jewels by Cose A3 passing through the modern fossils by Massimiliano Adami. Then you will appreciate unexplored and extraterrestrial inflatable rooms Olab designed by Ibebi, and after you could be comfortably wrapped in straightjackets while seated on the CTRLZACK’s chairs for mad and.
You could also find iron turned furniture realized by WHOMADE and pans and pails from Val Camonica of the Gnaro Collection, furthermore you’ll find converted ancient pieces of sewing machine and railways into lounge furniture by NONINO of Mas Allà Design, besides clutch-objects and meta-projects realized in reuse-materials from the Resign Academy second edition.
The public, disoriented by this kind of outside-the-box objects, can’t have day in and day out even by staring at the EXTRA- virgin Sardinian bio oil served in perfume spray bottles by Don Lucifero farm. They will also ask themselves why architects of the Minove group from Trentino Alto Adige want to crop ancient kind of apples to rediscover old memories in order to build new tastes.
The exhibition will be enriched by the contribute of the last year- undergraduate students from the University Politecnico, who are attending the course “Communicate the project”. They will give you a new interpretation of EXTRA concept, designed on the border between trick and staff. The Project is based on the four proximity distances: cozy, private, social and public.
Extraordinary moments will take place during the week until Saturday the 17th an out-of-scheme day. From 10.30 am to 1.00 pm The project I biglietti dell'oracolo M., will run the workshop “luck tickets from many hands in Via Padova”. Shall meet you for breakfast to draw together images, wishes, obsessions and fears while having a tea or a coffee and a piece of cake.
In the afternoon will take place a collective shooting, in which the public will be directly involved. Commonuncommon magazine will take pictures of the happening, and will print a special edition of its magazine on EXTRA event.
In few words, Extra aims to introduce a new kind of reflection on objects meaning to the audience by let people give their own sense, their EXTRA sense, an interpretation beyond any kind of limits.
Grid references from 14th to 19th April 2010, 10 am -20 pm @ LOFT21, via Padova 21 – Milan
13th April, 19.00 pm – 0.00 am / vernissage with music, aperitif and cocktail bar.
17th April 10.00 am -20.00 pm / experience day, workshop e photographic shooting . little brunch.
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