by Secondome

Into that tunnel, design reflects upon big problems. For instance: can we resist the bombing of images and suggestions that every day come in their hundreds from the web and the social network or are we destined to irreversibly become sponges that absorb them without discerning what’s relevant and a quality product? Also: are we able to relate to the people around us, really understanding who and what’s in front of us, or we actually have completely lost the empathy that is the root of the social life?


There is a fil rouge of extremely current issues that this year runs all over the Fuorisalone in Milan in shape of installations, including a few of the most spectacular ones of 2019. The set is placed in the former Magazzini Raccordati, aka the tunnels of the Central Station, where for the third year in a row Ventura Projects creates a series of installations curated by famous creatives commissioned by international brands. Along this thread, we find reflections in the shape of screens, furnitures and technologies that, between a tactile feel and an immersive experience will try to cast doubts and deliver critical points of view.

For one, Freitag, the Swiss brand of bags made from tarps used to cover 18wheeler, recycled and recyclable, asked Georg Lendorff to set a course that suggests to the public – in an unusual way – a reflection upon bad design. The installation is named Unfluencer and assumes that in the Milan Design Week the main topic has to be good design, hence the need to explore the other side of the coin.

Tell me more – Rapt

Another piece of interest in the main theme of social reflections, is definitely Tell me more, if only for its creators, none other than Rapt, the American studio that design spaces all over the world for the giants of the web and not, from Google to Dropbox, from HBO to Vans, through The North Face, Twitter and Paypal. In Rapt’s space you’ll enter as individual and exit feeling part of a team. How? Basically, you’ll pass each room by answering a question asked from the person who’s been there before, in a chain meant to develop the awareness of being part of a group of people, and not individuals separated from its kind. The installation, in two parts, consists of a lobby and a huge room that works as a set to explore the human connection. When the guests enter in the space for the first time, they are welcomed by small circular, draped “stages”, that are a sort of personal theatre in small scale. In this theatre, each guest is asked the question formulated by the unknown individual that was there before. Everything in a suggestive atmosphere that urges to speak, ask, communicate. The beauty of design: being able to let us exit the bubbles in which everyone has more or less trapped themselves.