"Milan Design Week has become a behemoth-ontologically bursting at the seams and drifting from its original purpose as the world's primary agora for innovations in furniture and furnishings."
"A daily deluge of flashy showcases-often overpowering actual product or concept launches-alongside tightly gatekept cocktail hours, who's-who dinners, and increasingly exclusive parties tends to culminate in late-night drinks at the legendary Bar Basso."
"For a crowd so attuned to the aesthetic makeup of furniture and furnishings, it's curious-almost funny-how rarely anyone looks down to see what they're actually sitting on."
"German designer Thilo Reich set out to poke at this paradox-perhaps also to challenge the growing triviality of the event itself, and the increasingly detached, occasionally frivolous posture of the industry at large."
Milan Design Week has transformed into a vast event that extends beyond its original purpose of showcasing furniture innovations. The festival now includes extravagant installations from various brands, often overshadowing actual product launches. Exclusive parties and social gatherings have become central to the experience, culminating in late-night gatherings at Bar Basso. Despite the focus on aesthetics, attendees often overlook the furniture they interact with. Designer Thilo Reich aims to address this paradox and the growing triviality of the event and industry.
Read at Design Milk
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