• Be Brasil
  • Creative Industries

mar 23, 2018
Creative Industries

Over 60 Brazilian designers and companies on show at 2018 Milan Design Week

The 2018 edition of the Milan Design Week, the world’s biggest design event, kicks off on April 17, with 65 Brazilian designers and companies in attendance, in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil). Over six days of events and exhibitions, designers from all around the world will showcase their work, with this year’s attendance figures set to surpass 300,000 people.

One of the highlights of Brazil’s involvement in the Milan Design Week will be the Brazilian Modern Masters exhibition on the ground floor of the Spazio Edit, the event venue rented by Apex-Brasil which will house showcases from all of the participating Brazilian designers. Brazilian Modern Masters will tell the story of furniture design in Brazil since the 1940s, displaying pieces from legendary designers such as Oscar Niemeyer, Lina Bo Bardi and Jorge Zalszupin. 

Alongside the main exhibition, visitors will be able to see a display of the work of pioneering Brazilian architect Sérgio Rodrigues, curated by the Instituto Sérgio Rodrigues, the Brazilian Embassy in Rome and Lin Brasil.

Elsewhere in the venue, there will be a number of exhibitions from Brazilian designers spread across three main halls. One such showcase is A Nossa Casa ("Our House”), which aims to show a perspective of contemporary Brazilian design with an emphasis on innovation. The pieces, from designers such as Gustavo Martini, Ronald Sasson and Alva Design, will be 3D printed and placed on display.

For one of the founders of Alva Design, Susana Bastos, the mission of A Nossa Casa is to produce simple and innovative pieces that reflect the way we think about the Brazilian household. "Our work was inspired by the traditional rooftops in Minas Gerais, where there is a lot of influence from colonial architecture,” she told BeBrasil. The use of 3D printing was also a new experience for Bastos, who had never worked with the technology before.

Having participated in the Milan Design Week in 2016, Bastos is a firm believer in the importance of the event and the usefulness of the experience. "[In 2016] there were lots of designers from all over the world, and pieces from Brazilian designers received worldwide coverage," she said. “It is a great advert for Brazilian design."

During the Design Week, the streets of Milan will be filled with Brazilian references. From Lattoog’s Pantosh Chair, an urban installation of a massively outsized chair to be displayed on Via Guglielmo Marconi, nearby Milan’s Cathedral, to a giant graffiti cube (to be painted live on April 17 and 18 by street artists Toz and Mateus Velasco).

Brazil will also bring to Milan an exhibition of 300 hand-painted flags produced by the Kayapo indigenous peoples, curated by designer Marcelo Rosembaum. The Kayapo, a people living south of the Amazon basin, is supported by Apex-Brasil and the municipality of Milan – a support that helps protect over 6 million hectares of the Amazon rainforest.

Users of public transportation in Milan will also be able to appreciate Brazilian design, as three models of sophisticated Brazilian design chairs (Deby, Doca e Helga) will be available for commuters in two stops (Foro Bonaparte and via Broletto) to use while waiting for their bus. Moreover, the Moscova Metro Station will be “dressed up” in Brazilian colors. “We wanted to create a memorable experience in the city, inviting the public to appreciate the latest trends in Brazilian design,” said Carlos Villanova, Communications Manager at Apex-Brasil.

The Milan Design Week is the biggest event of its kind on the planet, running alongside the Milan Furniture Fair and transforming Italy's second largest city into the center of the design universe for one week each year. In 2017, 60 representatives of Brazilian design attended the event and over 116,000 visited the Be Brasil exhibition at the University of Milan.