Written by Giulia Guerra |
08 September 2017
The spotlight is once again on a past that still has such an extraordinary impact on today's imagination, with the aim of exploring the thousand shades of light. Again, this year, on the occasion of Cersaie, the Milleluci fair event proposes the format developed by Davide Vercelli and Angelo Dall’Aglio to put in touch design sector companies and professionals and create business opportunities. The fair was inspired by the homonymous TV program presented by Mina and Raffaella Carrà in 1974: its purpose is to show the present and the future of design, focusing on one of the most important element in terms of modelling shapes and volumes: that is, light. Many companies are involved in the project to enrich a journey that goes through the history of Italian show and lifestyle, to carry us to a coloured and sparkling world, where creativity keeps up with technology. Here is the story told by the two creators.
DAVIDE VERCELLI, engineer and product designer
(Born in 1966 in Varallo (Vc), he obtained an Engineering degree at the Polytechnic University of Turin; as a designer and art director he had two nominations for the Compasso d’oro Award as well as prestigious international awards: Design Plus, International Design Awards and Good Design Award www.davidevercelli.it ).
The fair event you are holding at Cersaie 2017 has an evocative name: ‘Milleluci’, which means Thousand Lights. What will the spotlights be put on?
“On lights, of course! And on our imagination, the personal one and the one shared by our generation. Milleluci was a TV program produced by Rai, directed by Falqui in 1974. The eight episodes going live on Saturday evening, presented by Mina and Carrà, finished with a “femme fatale”, Mina, who sang Non gioco più ("I don't Play Anymore"). A hoot for an 8-years-old boy. Every episode celebrated a different kind of show, so we, the nostalgic and tireless, celebrate in ten sets films, fiction, comics and the music we are emotionally connected with. The subterranean and real theme of our fair is represented by lights and how an adequate illumination can modify the perception of space and objects.”
The exposition organization will be very particular, with references to the 1970s and to the world of show business: can you give us some news in advance?
“The whole space was imagined as a wide corridor hosting the lounge area at the centre and the Sets on the above-ground sides, 5 per side. Opposite the entrance, there will be the bar and the areas dedicated to media. Every set will have a backlit background image referring to the relevant theme surrounded by products and objects related to it. A series of sound hoods outside each set will allow immersing the visitor in a total experience, involving them also in terms of sound (and emotions). The Sets are dedicated to various themes, from Opera with Madame Butterfly to Comics with Valentina, from Horror with Shining to Comedy with Frankenstein Junior.”
Among the participant companies, which prominent names and projects can you already recommend?
“As this is all about light, the main sponsor will be Artemide with Danese, supported by Melograno Blu and Seletti, who were our partners last year. For surfaces Lea Ceramiche, Ricchetti, Marazzi, Casalgrande, Emilceramica, Del Conca, Tagina, but also Wall&Deco, Oikos, Itlas and Julia Marmi as regards natural stones. Among the bathroom sector companies, there are Ceramica Flaminia, Hom, Rubinetterie Treemme, Cordivari.”
ANGELO DALL’ AGLIO, architect
(Born in Bologna in 1969, he obtained an Architecture degree at the Polytechnic University of Milan, specializing in Industrial and Interior Design; since 2015 he has been Organization Manager at Promos SRL, the operation desk of Cersaie).
As the fair title suggests, the light theme will be the leading one. Why did you decide to promote this sector of design?
“This idea originated from our awareness of the fact that without light no design could be “seen”, therefore light is fundamental to enhance surfaces, volumes and design products. Light does not involve just visual perception, but especially the sphere of emotions.”
How important will be the aspect related to the visitor's emotional and visual involvement? How will you work in terms of perception and emotional load?
“On one side, by choosing dedicated lights for each set, according to the exposed work and materials, on the other side, by trying to immerse the visitor in theatrical or cinematographic performance, also by way of music, which will only be heard at the relevant set. We will try to convey emotions emphasizing materials, surfaces, objects and, therefore, Italian design.”
Which targets would you like to achieve with the format of this year?
“The format does not change in comparison to the previous editions, i.e. it tries to represent the best of Italian Style through a chain of companies that expose their products in ad-hoc environments, where every single item is exalted. The purpose is to give suggestions and indicate trends to thousands of visitors, especially to the foreign guests of Cersaie, by presenting concepts of great impact. Moreover, the participating companies have a chance to expand their network and create a good occasion of visibility apart from the traditional exposition. What changes every year is the theme: after beaches, stations and ports, this year it is the turn of light. That is, Milleluci.”