As ZonaTortona Design continues its extraordinary growth trajectory, a number of innovative creative initiatives and a new ten-point Manifesto ensure that this pioneering design event remains a worldwide leader.
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“ZonaTortona Design is the only event of its kind with such truly international status,” Maurizio Ribotti, CEO of DesignPartners, the company which curates and manages the event comments.
“Over 70% of our visitors come from abroad because they see this as the essential annual reference for innovation in design. This year we are introducing our Manifesto to ensure that ZonaTortona continues to evolve as an international and avant-garde nexus for the exchange of ideas in the world of design.”
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ZonaTortona Design’s expansion has been a consistent theme in the eight years since the event began, with an average annual growth rate of 16%. In 2008 the event attracted more than 200 clients, 1,000 journalists and 88,000 visitors. All indications for 2009 are suggesting this trajectory will continue. ZonaTortona Design is also expanding physically, moving into ZonaRomana with locations including the Spazio Botta, with its generously dimensioned lofts in a typical Milanese townhouse and the Franco Parenti theatre, which has recently been upgraded by architect Michele De Lucchi.
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Among the many highlights of this year’s event are a number of new creative projects which underline ZonaTortona Design’s values expressed in its Manifesto which sets out such as avant-garde design, innovative and entertaining experiences and unparalleled communication between designers, clients and the media. These include:
Design Lounge
In collaboration with Veuve Clicquot Ponsardin, ZonaTortona Design has commissioned celebrated hospitality designer Adam D. Tihany to design a 400m2 space inside the Magna Pars on via Tortona 15. The Design Lounge will offer a restaurant, a relaxation area and a Media Centre where visitors can browse the top international design magazines and a thoughtfully curated bookshop. |
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Media Suite
A new space created exclusively for journalists will be located inside a dedicated area in the heart of the event but shielded from the flow of visitors. Journalists will be able to work, relax and get all the information they need about projects, designs and exhibitors while enjoying the privileges of a dedicated staff.
The Private Club
ZonaTortona Design is starting a new tradition by establishing THE NEW social venue for Milan Design Week in collaboration with design consultant Jacob Peres: The Private Club, an after hours private members club, hosting live performances from the world's most celebrated designers at Midnight, every night during the week.
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A large penthouse will be transformed by Greek design collective 39.22. to create a space that is both dynamic and relaxing, offering drinks, food, music and good company. Open from 10pm to 2am, access by invitation only. |
ZonaTortona TV+DeTnk
For the first time, ZonaTortona Design will introduce a purpose-built live TV studio in the centre of the district. Throughout each day, design author and curator Max Fraser will conduct regular interviews with key figures from the global design scene. The interviews will be broadcast live onto plasma screens lining the outside walls of the studio. Further screens will be spread throughout the ZonaTortona territory, allowing visitors to watch the interview sessions as they unfold. Edited videos of the sessions will also be broadcast on the ZonaTortona Design website, DeTnk and on YouTube.
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Emerging Designers and Innovative Materials
Two further exhibitions place an emphasis on innovation, a core value in the ZonaTortona Manifesto. That’s Design!, now in its third edition, has always been a showcase for students at international academies of design. This year the exhibition also extends to young freelance designers. Surfacin’ - Materials Innovation is dedicated to materials and surfaces where the visitor’s own perception plays the lead role in a mass of colours and of special sound and lighting effects.
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Consolidating the exciting evolution of the ZonaTortona brand, a new corporate identity has been created with a distinctive curved typeface, whose softer lines express the contemporary identity of the event. This new identity and design philosophy will be extended to the new website featuring a multimedia approach. The traditional catalogue will also be replaced by a GuideBook format, which will also feature editorial content.
In 2009 ZonaTortona Design addresses the needs of its four key targets - visitors, clients, the media and local players - with vision, innovation, clarity and professionalism.
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