Ventura centrale 2019 recap: a design installation extravaganza

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Utrecht and Milan based company, Organisation in Design, provide a review of their latest event held Milan from 9 to 14 April this year; Ventura Centrale 2019.

Six days, 68,000 visitors, 16 vaults and 17 immersive design installations – the third edition of Ventura Centrale was a big success. The location proved itself as an indispensable stop on the Milan Design Week itinerary, attracting large numbers of design experts, journalists and general public. The historic Magazzini Raccordati tunnels, this year almost doubled in number, housed installations that were interactive, provoked social questions, made the crowds dance, dived into new technologies and materials, and put a smile on the faces of the visitors.

Relive the ventura centrale 2019 experience by watching the video below:


Spatial design installations

  • Maarten Baas’ exhibition included a galaxy of screens transmitting thousands of video fragments, all repeating the words ‘I think…’, activating philosophical introspection on human thought.
  • With an entrancing tube-framed cubical light installation, Aria gave a fresh and youthful spin to a rich and artisanal lighting company.
  • Kwangho Lee and Wang & Söderström displayed the latest paint trends from NOROO Group’s trend book in a ‘solar eclipse’-inspired exhibition.
  • The latest material technologies were brought to the spectator by AGC in the shape of 3D printed ceramics and by exploring the limits of moulding glass.
  • Lavazza served thousands of free coffees to celebrate the launch of their new machine. The setting, a coffee club in the shape of a bank safe, was dressed in designs by Gufram.
  • Emotional connection between strangers was evoked at Rapt Studio’s social experiment and hidden design gem.
  • The installation ‘A Piece of Sky’ by Stephan Hürlemann for Sky-Frame transported visitors for a moment into the illusion of being in space.
  • A scenic setting was the canvas for Lensvelt and Modular Lighting Instruments to present dozens of new products in collaboration with internationally renowned designers and artists.
  • A real pool party emerged under the train tracks, organised by Weltevree. The stunning collection includes the applauded ‘Flying Dishman’ by Joep van Lieshout.
  • FREITAG with Georg Lendorff invited you to recognise, confess and ask forgiveness for your design sins in a 3D video installation.
  • Experimental design office TAKT PROJECT showed an installation that balanced between nature and the latest technologies.
  • Yamaha Corporation Design Laboratory showed quirky and endearing reinterpretations of musical instruments, from a vertical piano to a sofa that forced you to embrace a cello case.
  • The eye-catching installation from Cosentino in collaboration with Benjamin Hubert of LAYER, in the form of a 25-metre long and 6-metre high triangular passageway, demonstrated their advanced Dekton® surfaces.
  • The crowd got dancing at Humanscale, where bodily movements were captured by sensors and transferred to beams of light in the installation designed by Todd Bracher and Studio TheGreenEyl.
  • With a two-fold exhibition comprising of natural patterns and kimono patterns, Dai Nippon Printing (DNP) showed contemporary printing techniques.
  • DPOT – Modern and Contemporary Brazilian Furniture paid homage to celebrated Brazilian masters and contemporary designers, such as Geraldo de Barros, Lina Bo Bardi, Sergio Bernardes, Claudia Moreira Salles and Fernando Prado.

Reactions from the exhibitors and culled from the media

“We believe our installation is highly compatible with Ventura Projects, which actively participates in experimenting with new ideas.” Satoshi Yoshiizumi, founder TAKT PROJECT

“FREITAG loves that the former warehouses under the Milan train station still exude an air of heavy haulage – no surprise that it clicked. Being centrally located and appropriating an own vault, Venture Centrale was the perfect platform for our “Unfluencer” installation to initiate a discussion not only about aesthetics but also ethics.” Daniel Freitag, co-founder of FREITAG

“Lights, eclipses, sounds, alienation: the installations in the 16 station warehouses offer a moment for reflection and a respite from the chaos of Milan Design Week”Cristina Moro, Domus

“One of the most anticipated design hubs in recent years (especially for the international audience at Fuorisalone) and a social catalyst for the emerging NoLo neighborhood.” – Giovanni Carli, Elle Decor Italia

About Ventura Centrale

Ventura Centrale returned this year for its third edition. The massive industrial warehouses under the Milan Central Station were once again filled with captivating installations by renowned international companies, design labels and studios. Since its start in 2017 Ventura Centrale has been expanding each year: from eight abandoned warehouses in 2017, to nine warehouses in 2018 and to sixteen vaults this year.

About Ventura Projects

Ventura Projects are curated exhibition areas – organised by Utrecht- and Milan-based company Organisation in Design – that cover the latest developments in contemporary design. Each Ventura Project consists of carefully selected exhibitions and often offers a platform for temporary initiatives, special projects and/or creative concepts. Whether as a major exhibition at a design district or an integrated exhibition within another event, Ventura Projects stand out with their focus on content, creativity and experimentation. Since the start of Ventura Lambrate in Milan in 2010, the Ventura Projects family has vastly expanded worldwide and includes exhibitions in Milan, Berlin, London, Kortrijk, New York and Dubai.

Events coming soon

19-22 May: Ventura New York – the Dutch editionmore info
17-19 September: Ventura Dubai – Call for entries open now

More information: www.venturaprojects.com and www.organisationindesign.com

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Michael Darmanin

Michael is founder and managing editor of UtrechtCentral.com. He graduated in Communications and Media at the Hogeschool Utrecht in the summer of 2012. He specializes in Web Development, Content Management and Online Marketing. Interested in co-operation? We are open to all kinds of suggestions. Contact us!

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