2021 Milan Design Week ended recently. It was an extraordinary event symbolising revival and rebirth, the first real collective gathering after almost a year and a half of hesitation and uncertainty. Design Week has always represented a unique moment of dialogue, interaction and emotion when Milan becomes the symbolic capital of design, the vibrant centre around which people, experiences, events, and exhibitions gravitate. With even more enthusiasm and a desire to start anew, Archiproducts took part in the most eagerly awaited festival of the year, presenting a schedule full of events and news, guiding passionate fans through itineraries, installations and new products.
The 2021 Archiproducts Milan project
The building in via Tortona 31 confirmed its status as a must-see during the 2021 Milan Design Week. More than 4,000 visitors explored the 15 rooms of the new Future Habitat installation. It is the result of collaboration with Studio Salaris and partnerships with 60 selected international brands who contributed enthusiastically to the realisation of one of the richest versions of Archiproducts Milano in terms of design creativity, use of materials, furnishings, lighting, and integrated technology/design solutions. Hybrid social elements, kitchens that become co-working tables, living walls and cocoon spaces were presented in a new context of 'calm technology'.
Above all, the installation anticipates scenarios that interpret the lifestyle of the future. Technology - increasingly silent and devoid of traditional interfaces - and cocoon spaces - as opportunities for intimacy - are the keywords for this new edition.
Click here to see the gallery of the new layout project!
Click here to see the gallery of the nights at Archiproducts Milano!
Over 50,000 guides and bags distributed throughout the city
Archiproducts yellow coloured the Milan design districts and Supersalone spaces with over 50,000 guides and bags distributed throughout the city - from San Babila to Tortona, from Brera to Isola, to the Rho fairgrounds.
Like every year, the most exciting locations and installations were included in the Design Selection guide edited by Archiproducts, the iconic itinerary accompanying visitors through the city streets. The 'must-see' agenda was even more jam-packed than ever. Over 600 brands and events were indicated by the Icon Design displayed inside or outside the various locations.
'Where Design Is'
This year, the claim 'Where Design Is' showed its 'human' side. The campaign colours accompanied Supersalone visitors along the route from Rho station to the Fair, with a selection of products and complements combined in 12 visuals - from the pop mood of Gufram and Qeeboo to the iconic magic of Flos and Brionvega.
Archiproducts Rho Fiera
Like every year, the Archiproducts troupe visited stands and locations to interview over 50 designers and meet selected brands inside and outside the Salone venues. Philippe Starck, Patrick Norguet, Patricia Urquiola, Elisa Ossino, Gabriele Salvatori, Karim Rashid and many other leading design world figures described their projects, experiments and collaborations and the details of the creations presented in Milan.
Archiproducts Future Habit(at)
Design Talks video interviews
Like every year, the Archiproducts troupe visited stands and locations to interview over 50 designers and meet selected brands inside and outside the Salone venues. Philippe Starck, Patrick Norguet, Patricia Urquiola, Elisa Ossino, Gabriele Salvatori, Karim Rashid and many other leading design world figures described their projects, experiments and collaborations and the details of the creations presented in Milan.
Archiproducts Troupe with Patricia Urquiola
The new 'Meet your Architect' format
The 2021 edition launched the new 'Meet your Architect' format in collaboration with Archiproducts Ambassadors, the architects and interior designers selected by the Archiproducts team. During design week at Archiproducts Milano, the Ambassadors met with more than 107 clients and visitors to offer free online and offline consultancy on interior design projects and services; they created moodboards and provided guidance in the choice of furnishing accessories and finishes.
It was a great opportunity for the public to touch and feel the materials and fabrics in via Tortona 31 and explore all the products for sale on Archiproducts.com.
Collaboration with Pinterest
Today, the 'future of living' is a vital topic for the retail world with the furniture sector racing towards e-commerce. For this reason, Archiproducts wanted to highlight the potential of a more phygital customer journey in collaboration with Pinterest.
All the rooms in Via Tortona 31 were outfitted with personalised Pinterest codes – Pincodes - that visitors used to discover the new layout, room by room, product by product.
How did interaction with Pinterest work? By accessing the Pinterest app on their device and scanning the Pincode using the camera in the app's search bar, visitors could access the room's board and discover the Pin Ideas. Each Pin Idea provided all the information about the products on display and gave visitors the chance to 'copy the look' of each and purchase them directly from Archiproducts.
Archiproducts Future Habit(at)
Archiproducts in the fashion district
For 2021 Design Week, Archiproducts made a foray into the fashion district by presenting an original installation in collaboration with the Boglioli shop in via San Pietro all'Orto 17 in the heart of Milan.
The store hosted a selection of furnishings and accessories that could be purchased on Archiproducts. That's not all! For the occasion, shop windows came alive with a dynamic staging of the 'Future Habit(at)' concept, revealing the symbiotic relationship between people and objects.
Click here to see the gallery of the new layout project!
Click here to see the gallery of the nights at Archiproducts Milano!
Archiproducts at 2021 Milan Design Week: the number
Design Talks video interviews
The Archiproducts editorial staff interviewed more than 50 brands and designers, including Philippe Starck, Patrick Norguet, Patricia Urquiola, Elisa Ossino, Gabriele Salvatori, Karim Rashid, Studiopepe, Ben Van Berkel, Victor Vasilev, Jacopo Foggini and many others. The talks are available here.
Social Media Campaign
Archiproducts posts reached 3 million on Facebook and Instagram
with 1 million views on Instagram Stories.
Design Selection: Guide, Icon, Bags
over 20,000 visitors to the Online Special - MDW 2021 on Archiproducts
+600 Design Selection icons on display
+50,000 hard copies of the Archiproducts Guides distributed in Milan
Partners
Abitex, Ambientec, Andlight, Astro Lighting, Bedont, BloomBoom, Braun, BTicino, BuzziSpace, CEDIT Ceramiche d’Italia, Centrsvet, d’Armes, Desalto, dooor, Econyl®, Elmar, Faema, Florim, Framery, Garda Furniture, Hobby Flower, Interna8, Kriskadecor, Midgard Licht, Milla&Milli, Meural powered by Netgear, Nicoline, Novacolor, Olimpia Splendid, Paola Paronetto, Paolo Castelli, Real Piel, Re-Volt, Samsung Climate Solutions, Samsung Home Appliances, Samsung Audio-video, Scirocco H, Serge Mouille, SilentLab, Slayer Espresso, Steininger, Tapis Rouge, Toscanini, True Design, Velux, Vetreria Vistosi.
Technical partners
Acqua Alma, Alcarol, Alchemilla Design Solutions, Arredo Creativo, Boglioli, Bombay Sapphire, Detale CHP, Dimensione3, Dlimit, Ego.M, Flos, Gypsum, Heymat, Identità Golose, Italian Converter, Kelly Wreastler X Lee Jofa, Knauf AMF, LaCimbali, Linvisibile, Marvis, Mon Ban, Mui Lab, Netgear, noho, Nude, Object Carpet, Officinarkitettura®, Panzeri, Sapone del Mugello, Sarawagi, Saycheese, Simple Health Tech, Strackk, We Are Lovers, 101 Caffè.
Media partners
ARC Magazine, darc magazine
Digital partner
Pinterest
Drink partner
Bombay Sapphire
Sponsor
Centrsvet
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