The brand Antonio Lupi has promised a couple of surprises for this year’s Salone del Mobile in Milan. They’re set to introduce their new bathroom collection in a uniquely designed stand design project called the Calvi Brambilla. Right now the brand is promising a whole different premise in regards to what the visitors will […]
Baxter is preparing to present an initiative named “Punti di Vista” (translation: “Points of View”). This will consist of a training course for young filmmakers in which they will be set up to film a selection of appointments during Milan Design Week with a smartphone.
“What happens in Milan during the Salone del Mobile?” This is the main question that Baxter, who is financing the initiative organized by OffiCine. This idea will consist of a masterclass of directing and editing restricted to a few participants and completely financed, during which the world of design will deepen and the filmmakers will have the task of deepening the way the audience sees Salone del Mobile.
In the end, all of the clips will be joined together as an integral part of a final documentary film, produced with the support of OffiCine professionals working in the world of high-prestige movies. This will be introducing a completely different perspective in regards to the events of Milan Design Week (both the iSaloni and other initiatives happening in the city’s design districts). The fact that the clips will be shot using a smartphone will prove to challenge for young people due to the “added value of flexibility and ability to adapt to situations and environments more intricate”, in the words of Baxter.
This initiative is expected to provide more than one point of view regarding the event at this year’s Milan Design Week, not only showing why this city deserves the title of capital of design but also on what makes this yearly event so special. Baxter gave this following statement in regards to the reason why they decided to pick Salone del Mobile as the main focus of the initiative:
“(…) It is much more than an exhibition activity and an event created by furniture brands. Rather, it is a perfect representation of the corporate culture as a whole, of the ability of a sector to work in team and of its creative and productive structure that is able to produce excellence. Industrial design, art, technology, telecommunications, customs and society, food, cinema and music are the cultural fields involved in the Design Week, in fact (…)”