Brera Design District is a project of Studiolabo and it's a part of the Milano Design Network
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EVENT DETAILS

ABOUT


Systems for designing contemporary living spaces

NOVAMOBILI COMPANY IS OPENING ITS FIRST FLAGSHIP STORE IN THE HEART OF PORTA NUOVA, MILAN, AND PRESENTING ITS INTERIOR DESIGN COLLECTIONS BY MEANS OF SPECTACULAR VIDEO INSTALLATIONS.

 

The Novamobili flagship store, managed together with its partner, Interni Mobili & Design, is a multifunctional space covering 500 square metres with shop windows overlooking the road, located in the basement of the iconic GIOIAOTTO building (in Via Melchiorre Gioia, 6/8) constructed in 1973 and designed by Marco Zanuso and Pietro Crescini.  A spectacular setting designed by Edoardo Gherardi with video installations created by the film director Marco Pozzi and with Paolo Bazzani as image coordinator.

The collections designed by Edoardo Gherardi communicate with ten, tall totems that hint to stories of people who interact with recreated domestic spaces and with the spectators. The setting is transformed into a film set that becomes the backdrop for human landscapes.  The apparent stillness of the images creates a hypnotic effect that mesmerises the spectator.  The narration of the objects is completed and extended through the attraction created by the presence of a human being who directly questions the visitors who are invited to make up their own story.  Echoes of lives. A sound. A gesture. A look. A movement. A scent. A colour. An image you can use as a mirror whose reflection you can relate to.


DAYS OF APRIL:
14
15
16
17
18
19

Opening during Fuorisalone:
10-22
www.novamobili.it About
EXHIBITORS
& COMPANIES

NOVAMOBILI spa

Novamobili is a leading name internationally, a byword for product and service quality, always in step with a constantly developing market. Behind this brand is an important tradition, a specific philosophy, ongoing research and a true commitment to sustainable development. These are the values on which Novamobili’s global success is based.
LOCATION

Novamobili Flagship Store
-
via Melchiorre Gioia 6/8 20124 Milano

See location details
Brera Real Estate