Eight abandoned warehouses, six exhibitors, one Sea Food Mobile, over 35.000 visitors, a Milano Design Award, and one very proud team – that’s what sums up the first edition of Ventura Centrale.
We knew before that this could be something truly amazing, but seeing everything come together as it did was incredible. Over the course of one week, eight installations rose up on the Via Ferrante Aporti, giving the visitor a visually evocative experience. Each individual exhibitor followed their own skills and passions and found an authentic way to reach out to their market and to the press, all under the rough tracks and characteristic vaults of the Milan’s Stazione Centrale.
Ventura Centrale 2017 highlights
MAARTEN BAAS by Lensvelt took home one of the precious Milan Design Awards for the exhibition ‘May I have your attention, please?’. Both are familiar with winning the prize. Last year Lensvelt won with their exhibition at Ventura Lambrate and the year prior to that, Maarten’s special Ventura X show scooped up the prize as well. Ventura did it again!
It was an honour to provide the stage where Salviati, a 150-year-old glassmaking heavyweight from Murano, showed their craftsmanship for the first time during the Milan Design Week. Together with designers Luca Nichetto and Ben Gorham they opened the doors to an – over 700m2 exhibition- entrancing catalogue of glassmaking techniques – glass in its finest form.
MM Lampadari, Nason Moretti, Scapin, Matteo Zorzenoni, Ventura Centrale 2017, photo by Claudio Grassi
For each event Ventura Projects creates, the location is carefully picked and the impact it has on the city is given careful consideration. The streets around the central station had been in decay for some years due to the abandonment of these warehouses. We received numerous grateful reactions from neighbours who are delighted about the boost Ventura Centrale brought to the area. We now opened the doors for the development of this overlooked strip of raw beauty and we look forward to using this canvas for new projects in the future.
We would like to show our gratitude to the courageous exhibitors Matteo Zorzenoni, Lee Broom, MAARTEN BAAS by Lensvelt, Sea Food Mobile, Salviati in collaboration with Luca Nichetto and Ben Gorham, Passages by Panter & Tourron, Baars & Bloemhoff, and our partners BeArt, FaberExposize and Ecopixel, who were willing to take up this new adventure with us! We have been blessed to be the stage for your beautiful installations.
Baars & Bloemhoff, Transitions II, Klaas Kuiken, Ventura Centrale 2017, photo by Claudio Grassi