Design Week
The point of view of the company
1
Milano, the centre of the world
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Over the last few decades, Milan has become the capital of design. During the Salone del Mobile the Milan of design becomes the centre of the world.
2
A year of creative rush
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The making of a collection lasts a year. You design the concept, the type, choose the team of designers who must interpret it. You select the proposals and make prototypes and the first collection. All this in just one year of hard creative rush.
3
A “simple system of dynamic furniture”
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The Driade presentation at the 1968 Salone del Mobile of a “simple system of dynamic furniture” was a memorable occasion, Driade Uno by Antonia Astori, who designed the space horizontally and vertically. The success of the proposal made by its three 20-year old founders is what created Driade. The news received a worldwide press coverage.
4
The playful dimension inside and outside the Salone
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In Driade the playful element has always been very important. Every year we have presented our new products at the Salone with a party in the showroom the evening before the presentation. There is a synergy between the events of the Salone del Mobile, which wouldn’t be the same if it didn’t have the vital energy of such flow of initiatives involving the whole city. They are the appealing element of the fair, the reason why designers, press and customers from all over the world come to Milan in that week.
5
Driade and the 2016 Design Week
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This year our artistic director, David Chipperfield, has designed the project Driade Livingroom involving important designers. A collection in the name of eclecticism and of the power of heterogeneous projects, in line with Driade and its nature of Aesthetic Laboratory.
6
The world in Milan
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Initially, the public was mainly Italian and the design market included Germany, Italy, Switzerland and Central Europe in general. Subsequently, it has become more international and many new markets have grown such as the U.S., Japan, the Far East and the Middle East.
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