In order to scale down the “fuorisalone traffic” – engaging only those who really want to visit the space and offering the needed visibility to the participating designers’ projects, a 5-euro ticket must be purchased to access Ventura Future in via Bergognone.
Two considerable figures from Fuorisalone like BASE Milano and Ventura Projects decided to collaborate for the Milan Design Week April 2019 with a back-to-the-roots project, together with an urban regeneration.
The revival mood can be perceived when we think how the former industrial complex Ansaldo (currently BASE HQ in Tortona district) hosted Organization in Design, Ventura Projects production society, in the beginning of 2000 with the relevant presence of the Dutch designer Marcel Wanders.
For Margriet Vollenberg the founder, going back to the birth place is not random; on the contrary, it focuses on the – still valid – original mission of creating a platform and a place to support the designers’ groups that have had problems in showing their own work in Milan.
After restoring urban spaces like the Ventura Lambrate warehouses and the Central Station tunnel and after Ventura Future first exhibition last year, the return to BASE is great news for the Tortona District, which is once again the original design neighbourhood where Milano Design Week all began.
At the same time, this will be accompanied by a crucial break, in contrast with the democratic spirit of the Design Week: in order to scale down the “fuorisalone traffic” – engaging only those who really want to visit the space and offering the needed visibility to the participating designers’ projects, a 5-euro ticket must be purchased to access Ventura Future in via Bergognone.
Ventura Future’s 3700 Sqm space will host design ideas that will transform projects into stories and their creators into narrators. A good example is Isabella Sanchez Jacquesc project, blending the food world with migrant stories, or important schools’ exhibitions such as Central Saint Martins in London and Design School Kolding with “A home is a home is a home” about personal objects that make people feel at home.
Between talks, exhibitions and focus moments such as “Design Confession”, Ventura Projects will be loyal to its roots thanks to the collaboration with BASE, proposing in the same time an overlook to the future with the latest international contemporary design progresses.
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