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When: from 16 April 2008 until 21 April 2008
Location: Il Piccolo
corso Giuseppe Garibaldi, 1

Published on: Wednesday 05 March

 

 

Salone del Mobile

April 16-21  2008

 

Panasonic / MEW - Matsushita Electric Works, Ltd.

MEW, company that is part of the Matsushita group (better known for its brand Panasonic), will make a multisensorial presentation of two systems, one for the bathroom and one for the kitchen, designed by Naoto Fukasawa, along with Urban, a special model of self-massaging armchair, re-styled by Patricia Urquiola, shown in a special setting designed by Martino Berghinz and Patricia Urquiola.

The choice of the leading figures involved, anything but arbitrary, is the result of the strategy of its Corporate Design Department (MEW Design), that for this occasion intends divesting its role of household appliance manufacturer to show the international public its capacities and skills in the area of formal and design research, extending its field to the design of complete spaces that go from furnishing to illumination.

If on the one hand the light and rational touch of Naoto Fukasawa and his design thinking, that follows the concept of “everyday luxury based on quality as essence of life”, satisfy what can be coherently defined as “Japanese standard”, the involvement of the eclectic Spanish designer opens a dialogue with the west, drawing on other values, idioms and ways-of-being while respecting that equilibrium and harmony typical to the Japanese tradition.

Thus in   reason and senti reason and sentiment, modernity and tradition, rationality and creativity (or that is the specific contribution that each and every single person brings to the project) combine in a modern vision of Japanese culture that in this context pursues the essence of life through the creation of an environment where design and comfort merge in total harmony.

The selfsame title of the presentation, that raises the Japanese standard to the third power, intends underlining how the combination of the three great personalities of the leading lights involved, MEW Design x Naoto Fukasawa x Patricia Urquiola, gives life to an event with a strongly creative and recognisable mark.

The power of the cube also takes on another meaning in relation to the products presented: objects and facilities of daily use (bathroom and kitchen) are redevised and “elevated to the cube” by the unique strokes of a great designer and rendered as objects of everyday luxury thanks to a masterly formal and design approach.

The presentation of the two systems and the armchair in the special setting designed by Patricia Urquiola and Martino Berghinz will take place within the “IL PICCOLO”, the shop/stage chosen for the occasion.

The design duo, whose project signature always brings with it a charge of strong eclecticism, have created an almost magical scenario offering the products on show in an unconventional perspective.

 


“The concept of transparency and mutability, or that is the will to turn the perception of space into something other than the real context, are the two coordinates of the setting devised to host Naoto Fukasawa’s two systems.

We have developed these two factors in different ways.

We have set things up in such a way that nothing that is going on inside the “IL PICCOLO” is visible, but simply “imagined” through the graphic sprinkling of characters present on the glass face.

Both the floorspace (totally changed from the original) as well as the walls that separate the two rooms featuring the bathroom and the kitchen have been devised following an irregular geometric pattern. We chose a transparent silver finish for the walls, underlining the idea of movement and of the “it is not what it seems”. We also availed ourselves of MEW’s technology using luminous LEDs in the interstices between the separating panels to recreate a delicate movement effect that even further subtracts from the idea of the whole being static.

These and other details have enabled us to create a magic environment, a delicate and harmonic world, in full respect of the traditional Japanese spirit, with a dash of vivacity and dynamism that, if but merely alluded to here, is part of our mode of designing and “seeing” space.

A dream setting, that willingly abstracts from the mere exposition of the product and that tumbles us into a magical world where different formal languages live together in full harmony, some dictated more by reason, others more by the sentiment, that together unite to render a sensation of unique wellbeing and equilibrium”

Martino Berghinz and Patricia Urquiola

 









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