10th edition of Brera Design Week

“Design your life is a call to design our own life. We ask designers to be more committed to the sustainable impact of their work. We ask everyone to behave as daring designers, because everyone’s thoughts and contributions are now essential.”

On the occasion of the week of Fuorisalone 2019, on stage in Milan from April 8th to April 14th, Brera Design District presents the 10th edition of its Design Week.

In its 2018 edition Brera Design Week has reached record-breaking numbers: 210 events and 395 exhibitors involved with a turnout of over 350,000 visitors. Based on these successful results, Brera Design District will host a tight schedule of events besides promoting special projects and cultural initiatives.
Like every year, it will propose a format including the choice of a theme and the Lezioni di Design Award. 10 ambassadors will be involved on the occasion of the 10th edition.

The theme of this year is “Design Your Life”, that draws inspiration from Bill Burnett and Dave Evans’ book “Designing Your Life: How to Build a Well-Lived, Joyful Life” - Alfred a Knopf Inc, September 2016.

"If we were to adopt a design approach in our day-to-day choices, in our everyday life, we would probably be happier and less stressed. Suffice it to consider an error contained in a project, as an element recognized as fundamental in the research process that helps bring to perfection. On the contrary, an error in everyday life is seen as a catastrophe, not an element to learn from, but an obstacle, an episode to be erased. Perhaps the lives of all the inhabitants of the planet are connected to each other by their mistakes. Just think of what we have (or have not) done for environmental sustainability. Today we pay the consequences of mistakes made in the past, which are still repeated nowadays.
“Design your life” is a call to design our own life.
We ask designers to be more committed to the sustainable impact of their work. We ask everyone to behave as daring designers, because everyone’s thoughts and contributions are now essential."

This year the Lezioni di Design Award is conceptually linked to the 10th anniversary, identifying ten vertical sub-themes, ten ways in which the main theme can be interpreted by professionals, designers and researchers who tangibly contribute to building a sustainable world with their work.

The keywords and ambassadors are listed below:
1) DESIGN YOUR COMMUNITY / Marco Mari and Carlotta Borruto (Italia Innovation)
2) DESIGN YOUR CREATIVITY / Mauro Martino (IBM Research AI, Northeastern University, Italy / US)
3) DESIGN YOUR CULTURE / Ivano Atzori and Kyre Chenven (Pretziada)
4) DESIGN YOUR EMOTION / Oliver Marlow (StudioTilt - Codesign)
5) DESIGN YOUR FUTURE / Mario Cucinella (Architect - MCA, SOS School of Sustainability)
6) DESIGN YOUR IDEAS / Daniel and Markus Freitag (Freitag)
7) DESIGN YOUR IMAGINATIONS / Thayse Viégas (Casa Canvas)
8) DESIGN YOUR MEMORIES / Aldo Cibic (Designer)
9) DESIGN YOUR TRANSFORMATION / Stefano Maffei (Professor, Politecnico di Milano)
10) DESIGN YOUR VALUE / Ben Sheppard (Mc Kinsey Design Index -The Business value of design)

Here some previews of Brera Design District events:

Planetario, an interior design project designed and realised by Cristina Celestino for Besana Carpet Lab that will be presented at Brera Design Apartment on the occasion of Milano Design Week.

MateriAttiva a multi-sensory experience curated by Iris Ceramica Group and the young architects of SOS School of Sustainability together with Mario Cucinella, that guiding visitors through a space that evokes a new deal between man and nature.

RoBOTL by Timberland partners with Giò Forma, a stately and massive installation that will be located in Piazza XXV Aprile, perfectly fitting the Brera Design District concept, Design Your Life: sustainable and conscious planning of one’s choices.
RoBOTL, whose name takes its inspiration from ReBotl Timberland's new patented footwear collection, is the sustainability super hero, made with production rejects coming from the design industry and a relevant part of recycled plastic bottles.

In occasion of the 50th anniversary of the first moon landing, Moleskine proposes a backpack celebrated with a special The Backpack - Silver Edition designed by Giulio Iacchetti.

Eataly Milano Smeraldo and Slow Food present Pratofiorito curated by Davide Fabio Colaci in collaboration with the students of Politecnico of Milan. A temporary garden with features of lightness and penetrability offering the city a lawn of flowers and plants that stimulate urban biodiversity following the progress of spring.

The Pool Club by DesignByGemini, the project is shown in a container in which shapes and hues draw inspiration from Miami and 1990s, featuring fluo colours with a strong visual impact and a tropical vibe. The setup is designed to engage visitors and to be shared on social media, reflecting the creative format of DesignByGemini, that mixes design and communication.

Last but not least, after two years SWISS KRONO GROUP back to Brera Design District with a project aimed at raising awareness on the issue of sustainability. SKG assigns its message to one of the most beloved figures of the world’s culture: Pinocchio

This year therefore promises a hectic week, get ready to Fuorisalone 2019 in the Brera Design District!

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