Do you know the design of the new showroom by Driade?
The opening of the new showroom, at via Borgogna 8 in Milan, according to the project and artistic director David Chipperfield, is the perfect opportunity to tell the story of Driade, a design house - nay, an aesthetics laboratory - that is the brainchild of a 100% Made in Italy idea.
It was 1968 when three young creatives, Elisa Astori, Enrico Astori and Adelaide Acerbi decided to undertake an experimental study of materials and techniques in the upcoming design world. The seventies was the historical period in which design became the new job of the architect, and it is specifically from architecture, in the form of Adelaide Acerbi, that the first decisions to work with industrial products arose. For Driade the cultural factor is not only a means of production but the very reason for the product.
The first design of Driade is consecrated in the "culture of living"; Driade realizes many experimental objects in collaboration with some of the most important professional figures in post-modern and contemporary design. These have included Enzo Mari, Philippe Starck, Alessandro Mendini, Italo Rota and then, over the years, Toyo Ito, Kazuyo Sejima, Patricia Urquiola, Fabio Novembre and countless others.
Keeping pace with the world of industry and seriality, Driade develops three production lines: "Objects" for everyday items; "Indoor / Outdoor" for a high quality design accessible to the majority; "Art of Living", a collection dedicated to unique pieces, custom designed and custom built.
Driade has been recently acquired by the Italian Creation Group, who also prompted the opening of the new showroom in via Borgogna. Chipperfield’s project for Driade disrupts the concept of shop in order to make of the showroom a real exhibition gallery where objects play in a choral performance. For its inauguration, the showroom hosted the exhibition "Early Years 1968-1982", a review of the early years of Driade, curated by Marco Romanelli.
Photo Credits:Santi Caleca, Enza Tamborra
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