Six days, 68,000 visitors, 16 vaults and 17 immersive design installations - the third edition of Ventura Centrale was a big success. The location proved itself as an indispensable stop on the Milan Design Week itinerary, attracting large numbers of design experts, journalists and general public. The historic Magazzini Raccordati tunnels, this year almost doubled in number, housed installations that were interactive, provoked social questions, made the crowds dance, dived into new technologies and materials, and put a smile on the faces of the visitors.
 
Milan, 29 April 2019
 

VENTURA CENTRALE 2019 RECAP:
A DESIGN INSTALLATION EXTRAVAGANZA

 

Six days, 68,000 visitors, 16 vaults and 17 immersive design installations - the third edition of Ventura Centrale was a big success. The location proved itself as an indispensable stop on the Milan Design Week itinerary, attracting large numbers of design experts, journalists and general public. The historic Magazzini Raccordati tunnels, this year almost doubled in number, housed installations that were interactive, provoked social questions, made the crowds dance, dived into new technologies and materials, and put a smile on the faces of the visitors.

 
FREITAG, photo credits: Claudio Grassi
 

RELIVE THE VENTURA CENTRALE 2019 EXPERIENCE ONE MORE TIME

A big thanks to the 2019 exhibitors who conjured up all that design magic. Time to take you for one last ride past the warehouses. Click here or below to watch the aftermovie of Ventura Centrale 2019:

 
 

SPATIAL DESIGN INSTALLATIONS

  • Maarten Baas’ exhibition included a galaxy of screens transmitting thousands of video fragments, all repeating the words ‘I think...’, activating philosophical introspection on human thought.
  • With an entrancing tube-framed cubical light installation, Aria gave a fresh and youthful spin to a rich and artisanal lighting company.
  • Kwangho Lee and Wang & Söderström displayed the latest paint trends from NOROO Group’s trend book in a ‘solar eclipse’-inspired exhibition.
  • The latest material technologies were brought to the spectator by AGC in the shape of 3D printed ceramics and by exploring the limits of moulding glass.
  • Lavazza served thousands of free coffees to celebrate the launch of their new machine. The setting, a coffee club in the shape of a bank safe, was dressed in designs by Gufram.
  • Emotional connection between strangers was evoked at Rapt Studio’s social experiment and hidden design gem.
  • The installation ‘A Piece of Sky’ by Stephan Hürlemann for Sky-Frame transported visitors for a moment into the illusion of being in space.
  • A scenic setting was the canvas for Lensvelt and Modular Lighting Instruments to present dozens of new products in collaboration with internationally renowned designers and artists.

 
 
Maarten Baas, photo credits: Claudio Grassi
Lavazza and Gufram, photo credits: Claudio Grassi

  • A real pool party emerged under the train tracks, organised by Weltevree. The stunning collection includes the applauded ‘Flying Dishman’ by Joep van Lieshout.
  • FREITAG with Georg Lendorff invited you to recognise, confess and ask forgiveness for your design sins in a 3D video installation.
  • Experimental design office TAKT PROJECT showed an installation that balanced between nature and the latest technologies.
  • Yamaha Corporation Design Laboratory showed quirky and endearing reinterpretations of musical instruments, from a vertical piano to a sofa that forced you to embrace a cello case.
  • The eye-catching installation from Cosentino in collaboration with Benjamin Hubert of LAYER, in the form of a 25-metre long and 6-metre high triangular passageway, demonstrated their advanced Dekton® surfaces.
  • The crowd got dancing at Humanscale, where bodily movements were captured by sensors and transferred to beams of light in the installation designed by Todd Bracher and Studio TheGreenEyl.
  • With a two-fold exhibition comprising of natural patterns and kimono patterns, Dai Nippon Printing (DNP) showed contemporary printing techniques.
  • DPOT - Modern and Contemporary Brazilian Furniture paid homage to celebrated Brazilian masters and contemporary designers, such as Geraldo de Barros, Lina Bo Bardi, Sergio Bernardes, Claudia Moreira Salles and Fernando Prado.

 
NOROO Group, photo credits: Claudio Grassi
DNP, photo credits: Max S. Volonté
REACTIONS FROM THE EXHIBITORS AND CULLED FROM THE MEDIA

"We believe our installation is highly compatible with Ventura Projects, which actively participates in experimenting with new ideas." - Satoshi Yoshiizumi, founder TAKT PROJECT

"FREITAG loves that the former warehouses under the Milan train station still exude an air of heavy haulage - no surprise that it clicked. Being centrally located and appropriating an own vault, Venture Centrale was the perfect platform for our "Unfluencer" installation to initiate a discussion not only about aesthetics but also ethics." - Daniel Freitag, co-founder of FREITAG

"Lights, eclipses, sounds, alienation: the installations in the 16 station warehouses offer a moment for reflection and a respite from the chaos of Milan Design Week" - Cristina Moro, Domus

"One of the most anticipated design hubs in recent years (especially for the international audience at Fuorisalone) and a social catalyst for the emerging NoLo neighborhood." - Giovanni Carli, Elle Decor Italia

 
Aria, photo credits Claudio Grassi
Yamaha Corporation Design Laboratory, photo credits Max S. Volonté
 

FROM VAULT TO VENUE

If you are looking for temporary locations to organise cultural events or commercial activities, please don’t hesitate to contact us.

 
Weltevree, photo credits: Claudio Grassi
 

NEXT UP:

19-22 May: Ventura New York - the Dutch edition - more info
17-19 September: Ventura Dubai - Call for entries open now

About Ventura Centrale
Ventura Centrale returned this year for its third edition. The massive industrial warehouses under the Milan Central Station were once again filled with captivating installations by renowned international companies, design labels and studios. Since its start in 2017 Ventura Centrale has been expanding each year: from eight abandoned warehouses in 2017, to nine warehouses in 2018 and to sixteen vaults this year.

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

More information

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

 
 
 
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