Milan - 20 March 2010

Lago opens its new apartment during the International Furniture Exhibition 2010. .

The 2009 edition (in Via Tortona, 21) welcomed more than 10,000 visitors. What many people said was the most innovative event in
recent times remained open for three months and set a new trend in the selection of locations for the "Off Show" and, for Lago, a new distribution channel alongside shops for the company currently enjoying major expansion.

The Apartment is already a case history in 2 forthcoming publications by Franco Angeli, one of which will soon be in bookshops: "Temporary store: the strategy of the ephemeral. How to understand a successful phenomenon and exploit its potential". The "Lago Apartment" thereby becomes a full-scale book encouraged and published by Corraini Edizioni, which will be presented during the Exhibition.

Internet and its dynamics has helped generate word of mouth and a mass of web content never seen before for a "Fuorisalone" event. The tortona.appartamentoLago.com blog brings together all the story of this previous experience, from the search for the location to the closure of this extraordinary experience.

And it is precisely this "story" that Lago seeks to resume, with people, designers and innovators, to generate excellent and meaningful projects released from the time schedule of the Fuorisalone event.

The choice of a new home in Via Brera 30 precisely takes this direction.

The Apartment is a long-term project and for this reason has to be in a part of the city in constant ferment all year round.

What will the new apartment in Via Brera be like:

A very large home on the second floor of a small building precisely next to Bar Jamaica - an historic meeting place for artists - will be the new Lago headquarters with the intention of staying here for many years in view of the energy invested in finding such a place.

"We were hurrying to be ready with our fine new apartment where we could live during the design week - but then we stopped and wondered about the point of arriving with a super-home lacking content, with too little time dedicated to thinking how people would have exploited it over the next few years."

This is why 14 April will not be the "Arrival" but only the "Departure" of work with partners who have believed in this project such as Asus, Wired, Listone Giordano, Pyrex, Glossom.com and many others who will join us to turn the home into a laboratory-workshop interacting with visitors as the true search engine towards the home of the future.

The kitchen has 2 places available for an assistant cook, a music school, landscape design on the terrace and a creative kindergarten.

A very special interior will frame this spirit: white walls and white furniture, a clean sheet of paper for designing the Apartment as it develops over several months. Colour will be ensured by the inhabitants, visitors, young designers demonstrating their projects and the millions of post-its used.

All the contents will be posted in real time on the brera.appartamentoLago.com site to share our work even more widely through Internet.

This experience will create - with much more awareness - the definitive version of the Apartment in Via Brera 30.

And the Apartment project is much more - a new distribution channel

The Apartment in Via Street Brera is just another step in the Lago Apartment project, set up in Via Tortona and "cultivated" for an entire year. Lago offers everyone the chance to become a "tenant", a kind of city ambassador, who opens the doors of the Apartment to turn it into a HUB, the place that everyone knows and where truly interesting things happen: book presentations, dinners with artists, workshops, etc.

The entire project is explained in every detail (with the candidature form) in the site appartamentoLago.com

Lago Apartment - a place for re-designing Life
Via Brera 30, Milan
http://brera.appartamentoLago.com
twitter: @appartamento