Ventura Projects is proud to announce the 4th edition of Ventura Centrale. From 21 April to 26 April, the vaulted warehouses of the Milan central railway station will once again be the stage for brands that master the art of storytelling. Through captivating installations they will present their skills and strengths to the Design Week audience. The upcoming edition will host exhilarating presentations by NOROO Group, OBJECT CARPET x Ippolito Fleitz Group, Yamaha and Studio Italia Design by Luca Nichetto among others. With over 68,000 visitors in 2019, extensive media coverage and great business opportunities for the exhibitors, Ventura Centrale will once again be a must-see Design Week destination in 2020.
 
PRESS RELEASE
Milan, 12 December 2019

 
VENTURA CENTRALE 2020: THE FIRST NAMES
 

Ventura Projects is proud to announce the 4th edition of Ventura Centrale. From 21 April to 26 April, the vaulted warehouses of the Milan central railway station will once again be the stage for brands that master the art of storytelling. Through captivating installations they will present their skills and strengths to the Design Week audience. The upcoming edition will host exhilarating presentations by NOROO Group, OBJECT CARPET x Ippolito Fleitz Group, Yamaha and Studio Italia Design by Luca Nichetto among others. With over 68,000 visitors in 2019, extensive media coverage and great business opportunities for the exhibitors, Ventura Centrale will once again be a must-see Design Week destination in 2020.

 
What happens on the carpet? Object Carpet and Ippolito Fleitz Group play with atmospheric storytelling and interaction in their installation On the carpet with... at Ventura Centrale 2020. Photo credits: Monica Menez / Blaublut-Edition.com
What happens on the carpet? Object Carpet and Ippolito Fleitz Group play with atmospheric storytelling and interaction in their installation  'On the carpet with...' at Ventura Centrale 2020. Photo credits: Monica Menez / Blaublut-Edition.com
 
FIRST SNEAK PEEK OF THE 4TH EDITION OF VENTURA CENTRALE

In the coming months more names will be disclosed but we can already lift a corner of the veil as a teaser for the good things coming up in the 16 Ventura Centrale warehouses.

 

Ventura Projects is happy to welcome NOROO Group again to the industrial spaces of Ventura Centrale. After the overwhelming success with the exhibition ‘Tides’ in 2019, returning exhibitor NOROO Group (Korea) will visually write the next chapter in the future of colour: in 2020 the company is back with ‘Narcissus’, a title inspired by the idea that the Self can be a powerful source of creative inspiration. Our inner energies, motivations and movements, once they are brought into interaction with a special environment, can generate trends. In the end it is ourselves that lead ‘the trends’. Being aware of yourself can be the start of an aesthetic journey and the Ventura Centrale visitors will thus play a central role in shaping NOROO’s upcoming installation.

A detail of the Tides exhibition by NOROO Group at Ventura Centrale 2019. Photo credits: Claudio Grassi
 

OBJECT CARPET x Ippolito Fleitz Group (Germany) will be presenting ‘On the carpet with...’. OBJECT CARPET gained international acclaim by giving an architectural spin to carpet design. The company found its ideal partner in the Ippolito Fleitz Group, a multidisciplinary design studio that calls itself an architect of identities. The result of this fruitful collaboration will be a presentation of a new carpet collection, including products like ‘Meet x Beat’ and ‘Flow x Glow’ that promise a range of playful stories and interactions for the Ventura Centrale audience. Making its debut at the Fuorisalone, the company will transform the vault into a space where carpets fill, float and meander through space. They invite visitors to walk around, to be stroked, to be hugged and to swing.

 
Designed by Luca Nichetto in collaboration with Studio Italia Design, the lighting installation at Ventura Centrale is inspired by Italy’s most iconic piazzas. Image credits: Luca Nichetto for Studio Italia Design
Designed by Luca Nichetto in collaboration with Studio Italia Design, the lighting installation at Ventura Centrale is inspired by Italy’s most iconic piazzas. Image credits: Luca Nichetto for Studio Italia Design
Curated in collaboration with multi-disciplinary designer Luca Nichetto, regarded as one of Ventura Centrale's long-standing champions, award-winning Studio Italia Design (Italy) will be presenting the brand’s 2020 new collections at Ventura Centrale in Milan through a luminous installation. With a highly accomplished in-house design team and a portfolio of acclaimed international designers, the Venice-based decorative lighting company has been merging Italian craftsmanship and contemporary international lighting design for over three generations. This installation will embody the company’s creative evolution and continued efforts to accelerate the brand’s design credentials into a new era of competitive and high-quality products.
 
For the previous edition of Ventura Centrale Yamaha Corporation Design Laboratory  (Japan) took the visitor on a journey into a world where musical instruments became a way of living. In 2020, this musical path, which started ten years ago with the famous exhibition ‘Please Please Me’ in 2010 in Ginza, will continue with several new projects developed by Yamaha’s design team. At Ventura Centrale 2020 an entirely new experience that stimulates all senses will be revealed. Visitors will be able to savour and share the feeling, pleasure and positive vibes of living with an instrument. Every work on stage will embrace the visitor and lead them into a world where sound and music are an essential element of our everyday life and of our houses.
 
A first glimpse of the 2020 Swing exhibition by Yamaha Corporation Design Laboratory. Photo credits: Yamaha Corporation Design Laboratory
Detail of the pulse exhibition by Yamaha Corporation Design Laboratory at Ventura Centrale 2019. Photo credits: Yamaha Corporation Design Laboratory
 
BEST EVENT AWARDS
Congratulations to the Ventura Centrale 2019 exhibitor Lavazza and Gufram for winning two golden Best Event Awards in the category best unexpected location and product/service launch. The award organisation lauded the two companies for meticulously transforming the warehouse into a tasteful design experience. We are proud that the Ventura Centrale tunnel proved to be the perfect fit for this exhibition.
 
Interior of Banco Deséa by Lavazza and Gufram at Ventura Centrale 2019. Photo: Claudio Grassi
 
ENQUIRIES
For more information and space enquiries for Ventura Centrale 2020, please contact Fulvia Ramogida via milano@organisationindesign.com.
BLOCK YOUR CALENDAR

Press only
Dear press members, please make sure to note Monday 20 April 2020 - 3:00 - 7:00pm in your calendar for an exclusive Press Preview of Ventura Centrale 2020.

Ventura Centrale during Milan Design Week
4th edition - 21 to 26 April 2020

Opening hours:
Tuesday 21 April – Saturday 25 April: 10:00 – 20:00
Sunday 26 April: 10:00 – 18:00

Location:
Via Ferrante Aporti 9, 20125, Milan, Italy

About Ventura Projects
Ventura Projects are curated exhibition areas – organised by Utrecht- and Milan-based company Organisation in Design – that cover the latest developments in contemporary design. Each Ventura Project consists of carefully selected exhibitions and often offers a platform for temporary initiatives, special projects and/or creative concepts. Whether as a major exhibition at a design district or an integrated exhibition within another event, Ventura Projects stand out with their focus on content, creativity and experimentation. Since the start of Ventura Lambrate in Milan in 2010, the Ventura Projects family has vastly expanded worldwide and includes exhibitions in Milan, Berlin, London, Kortrijk, New York and Dubai.

More information:
www.venturaprojects.com and www.organisationindesign.com

 
Note to the editor (not for publication):

Feel free to share this press release with others. High-res images and more information on:
Press Office International Ventura Projects
Carlijn Bosch | ventura@organisationindesign.com  | t: +31 30 2716311 | m: +31 6 48517367

Press Office Italy Ventura Projects
Nicoletta Murialdo |
nicoletta.murialdo@comu-nico.it | +39 339 5318579

 
 
 
#venturacentrale #venturacentrale2020 #venturaprojects
Main media partner
Media partners
You are receiving this mailing because you have subscribed to the mailing list of Ventura Projects. This means you will receive mailings from Ventura Projects, Organisation in Design and our PR clients.

Click here to unsubscribe from mailings from ventura@organisationindesign.com.

If you no longer wish to receive any mailings from Ventura Projects, Organisation in Design and our PR clients, click
here to unsubscribe from all mailing lists.

Click here to update your info
Organisation in Design
Nicolaasweg 142
3581 VL Utrecht
Netherlands
www.organisationindesign.com