In the previous edition, the Milanese district staged more than 168 events with 295 companies involved and about 250,000 visitors. For 2017, the theme will be “Design is a game, playing a project”, the result of the success achieved during the past Brera Design Days by the argument “gamification”, organized by Studiolabo and Brera Design District in October 2016.
There will be laid the groundwork for a reflection on the practice of the game as a design opportunity, more specifically on the importance that gamification can have in the design of services and in the dynamics of interaction and communication between brand and customer.
In this perspective, the Design Lessons award 2017 is given to Fabio Viola, clearly among the top 10 gamification designers in the world and coordinator of the advanced training course in Gamification and Engagement Design of the IED in Milan.
A significant support to Milan Design Week in the Brera district comes from space&interiors, «after the success of the first edition, we decided to propose again space&interiors, the only event connected with Salone del Mobile.Milano and dedicated to finishes for architecture» Roberto Snaidero, the President of the Mobile.Milano Salon, explains.
From Tuesday, April 4 to Saturday, April 8, 2017 at The Mall Porta Nuova, in the Brera Design District in Milan, surfaces, floors, interior doors and interior finishing will be presented in an innovative setting up curated by Migliore+Servetto Architects Studio. Space&interiors is one of the most dynamic events of the Milan design week for the lounge area dedicated to Archicocktails - where different professionals from the world of design and architecture will dialogue with visitors on design and construction trends - and for the exhibition Absolute lightness that will deepen the theme of lightness in architecture.
In the schedule full of events of Brera Design District, there are also several special projects. For example, “The chest of the sky, Architecture in a window” by Gambardellarchitetti in Piazzetta Brera, which aims at investigating the relationship between the building and the window, and “Neon Poems”, a light installation by Luca Trazzi hosted in the colonnade of Palazzo Anguissola and the Alexander Garden, home of Manzoni.
«The week in April dedicated to design continues to grow in the city and the entire metropolitan area of Milan. The moments of encounter and vitality in the design areas are increasingly attractive and attentive to the enhancement of designers’ know-how and craftsmanship. The Brera Design District does it since long time, thanks to the team work that brings together the various historical and innovative soul of the district. The concentration of showrooms and spaces dedicated to design have as central idea the research and the professional education focused on the promotion of Made in Italy», the Councillor for Employment Policy, Production, Fashion and Design, Cristina Tajani comments, adding that: «For this reason, during the Creative Week in October - the week dedicated to design, research and innovation promoted by the Administration - the Brera Design Days will enliven Brera. This is a show schedule dedicated to education and research which involves schools and professional institutes able to transfer the know-how that typifies Milan as creative city in the world».
