Press release
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march 16, 2020 - Fuorisalone
Fuorisalone, it’s time to mark our point
At the dawn of the COVID-19 emergency we posted #FuorisaloneNonSiFerma(Fuorisalone does not stop), an invite to be strong and work together to find opportunities in a difficult moment. And this is exactly what we have been doing since, by working quietly yet hard. Our silence has been a sign of respect, for our partners and clients, in a moment in which people have a lot in their minds: health, relationships, work, emotions.
Yet in the show society we live in, silence is sometimes interpreted as a lack of action. Hence a mere announcement – such as the one made by Dezeen on Virtual Milan - is enough to divide the #design crowd in those who are angry about it and those who actually admire the move. It is easy indeed, during a quarantene, to be fascinated by different scenarios (be they actual or fictive) or to think that all those who work on the #fuorisalone are doing nothing. And it is maybe difficult to verify what those who work in the “backoffice” of the #design Week are actually doing. All this shows that the #design world is populated by exactly the same people as any other: some of which think individualistically, and some of which think as part of a system. We wonder: why did Dezeen, that has a clear role within this #design system, decide to ignore it? No call was ever made to any of the Milan organizers of districts or large events. No effort was made to conceive synergies, share opinions and knowledge, consider the creation of a new innovative, open digital format that could truly represent the Milan #design Week. Which is why launch of Virtual Milan has thus been another lost opportunity.
After the announcement, the first, unanimous impression amongst Milan #design people was a feeling of expropriation. Promoting a virtual fair using the name of Milan means misappropriating a common good. The name and identity of Milan have been used in an opportunistic and utilitarian way to create a psychological connection from the public (companies) with the Milan #design Week - so to imagine that the proposed project could have offered a commercial and media output comparable to that of Milan #design Week.
But could companies really believe this proposal? What we mean is: Is it really possible to make Milan's #design Week virtual? We believe not.
It is important to think about expanding the communication of trade fair events through new technologies - also with a view to greater sustainability - and for this reason #fuorisalone operators are already active by defining solutions and strategies to share and communicate the #event to as many people as possible.
Yet creating an alternative virtual fair, scheduled two months before the actual one, leveraging on the moment of uncertainty and the personal, emotional, health and relational tragedy that Italy (and the whole of Europe) is experiencing, is an act that does not help the #design system and that does not belong to the culture of #design as we mean it.
So what are we actually doing? Thinking along these lines, we have been working in the last few months, looking to expand the network, to create a system, to create exchange and promotion platforms for the Milan #design Week. In a few weeks there will be an official #fuorisalone Committee: an actual institution that includes some of the most important promoters of the #design Week events (representing about 80% of all) which aims to coordinate the happenings with the Municipality of Milan and with the territory and communicate the Milan #design Week to the world.
In the meantime, we are ready to open the reserved area for the insertion of events and content on the #fuorisalone.it online platform and for the sharing of previews and projects on our channels, continuing dialogue with partners and companies. We are also testing a new project that will open the official accounts of #fuorisalone.it to the main Chinese social media with an editorial plan dedicated to the context. In April we will inaugurate the official Wechat channel and Alipay, Douyin, Weibo and Red will follow. It is the first step of a wider collaboration and networking project with the most important Chinese #design Weeks.
We will launch a new #fuorisalone.it platform dedicated to Japan. Aimed at architects, designers and companies as well as the Japanese public, designed to communicate the best of #design and lifestyle and promote Milan #design Week thanks to an operational team between the two countries and dedicated consultancy services.
We are trying to collaborate with as many actors as possible, for the sake of Milan #design Week. Others, clearly, don’t.
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