B&B Italia / The perfect density in Milan, Italy by Migliore + Servetto Architects

Article source: Migliore + Servetto Architects 

The installation conceived by Migliore+Servetto Architects, B&B Italia / The Perfect Density, identifies the concept of density as the narrative fulcrum to celebrate the 50th anniversary of B&B Italia. “Density” is taken as a feature of B&B Italia’s identity in a broad sense: from the product physical and material nature to the conceptual one. Density of ideas and projects, always projecting the company into the future, through a continuous drive for innovation.

Image Courtesy © Andrea Martiradonna

• Architects: Migliore + Servetto Architects
• Project: B&B Italia / The perfect density
• Location: Milan, Italy
• Photography: Andrea Martiradonna

Image Courtesy © Andrea Martiradonna

Through a narrative synthesis, built on intersecting stories of people, products and processes, the installation, set up in the Impluvium of La Triennale di Milano, presents a symbolic representation of the pulsating brain of a company that, over the years, has been capable of producing unique pieces, veritable icons of Italian design.

Image Courtesy © Andrea Martiradonna

Image Courtesy © Andrea Martiradonna

At the centre of space 8 high vertical cages, pulsating and in movement, create a weave of bright beams that project into the room images and texts, tracing out a system of allusions and suggestions among the various elements. A big brain, whose synapses, shaken by light pulses, surround the visitor in an ongoing and layered tale. Further insight is then provided by the 8 themed towers, which offer 8 different narrative videos.

Image Courtesy © Andrea Martiradonna

Image Courtesy © Andrea Martiradonna

Two continuous bands scroll across the Impluvium’s side walls, revealing an environmental video consisting of a sum of micro-stories: images of graphics, products, people who over time have helped to build the brand’s excellence, and whose faces and gestures are reproduced to infinity by a system of mirrors.

Image Courtesy © Andrea Martiradonna

Image Courtesy © Andrea Martiradonna

Image Courtesy © Andrea Martiradonna

Image Courtesy © Andrea Martiradonna

Image Courtesy © Migliore+Servetto Architect

Image Courtesy © Migliore+Servetto Architect

Ico Migliore and Mara Servetto, Migliore+Servetto Architects, project on different scales, spaces conceived as active interfaces, tools of elective communication between institutions, companies and the public. Their works are able to combine the lightness of design with an expressive use of light and new technologies.

Migliore+Servetto projects have been awarded with many international prizes, such as the XXI and XXIII ADI Compasso d’Oro.

Among the recent projects: the new “Chopin Muzeum” in Warsaw; the new Mondadori stores, the travelling exhibition “Coats! 60 Years of Italian Fashion” for Max Mara (Berlin, Tokyo, Beijing, Moscow) and the exhibition “In Equilibrio”, dedicated to Herb Ritts at Palazzo della Regione in Milan. They are “creative advisor” of the Fondazione Museo delle Antichità Egizie di Torino for the “New Egyptian Museum (2015)” for which they designed the logo, the coordinated image, the exhibition system and the set up of eight thematic rooms.

Image Courtesy © Andrea Martiradonna

In May 2014 they won the competition for the permanent exhibition of the new Museum for Compasso d’Oro ADI Collection in Milan in the spaces of the ancient Enel electric plant with Italo Lupi.

Ico Migliore and Mara Servetto are teachers at the Politecnico di Milano where, until 1993, they worked alongside Achille Castiglioni. Both of them are visiting professors in Japan, Ico Migliore at Tokyo Zokei University and at Kuwazawa Design School in Tokyo, Mara Servetto at Joshibi University in Tokyo. Ico Migliore was one of the nine jury members of the Official Participants Awards Expo Milano 2015.

Tags: Italy, Milan

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