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Cersaie 2017 - Milleluci exhibition Italian Style Concept
 
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Collective exhibition
MILLELUCI – Italian Style Concept – Cersaie 2017
Light takes centre stage in a sensorial exhibition divided into thematic sets inspired by the cinema and theatre

Cersaie (25-29 September) Hall 30


Bologna, 19th September 2017. The emotional power of light and its ability to enhance the material surfaces of products and to create unique atmospheres and settings takes centre stage in the fourth collective exhibition of Cersaie, the international exhibition of ceramic tile and bathroom furnishings held in Bologna from 25 to 29 September 2017. Milleluci - Italian Style Concept, the title of the show hosted in a 400 square metre space in Hall 30 of the Bologna Exhibition Centre, draws inspiration from the TV variety show conducted by Mina and Raffaella Carrà in 1974 in which each episode was devoted to a different genre, from radio to cabaret, from musical to operetta. The two curators of MILLELUCI - Italian Style Concept, Angelo Dall’Aglio and Davide Vercelli, chose the format as a way of creating a narrative, a journey through luminous atmospheres capable of enhancing the materials and design of bathroom furnishing products and ceramic surfaces with their classic forms and range of different styles.

The exhibition has a strongly seventies mood and is divided into ten thematic sets as if they were the episodes of a variety show, each associated with a specific cinematographic or theatrical genre. The backdrop of each location consists of a backlit image dedicated to a specific film, play or opera and the entire set is designed accordingly. The titles are as follows: Madame Butterfly (opera), Goldfinger (spy story), Grease (musical), For a few dollars more (western), Frankenstein Junior (comedy), Valentina (cartoon), Once upon a time in America (drama), The Persuaders (TV film), Space 1999 (science fiction) and Shining (horror).

But light is not just the fundamental element that makes perception itself possible, it also has enormous emotional power. It plays a vital role in illuminating the displayed products and creating unique atmospheres. Visitors find themselves immersed in a variety of scenes, passing from science fiction to a cartoon, from a horror film to a western. Effects and changing light patterns give the sets powerful visual appeal, while each set has its own soundtrack to guide visitors through this multisensorial journey.

“With MILLELUCI we attempt to explore the very concept of light,” said Angelo Dall’Aglio, architect and organisational director of Cersaie. “Light is vital for seeing and understanding design and for appreciating the exhibition Cersaie itself, which has always catered for the world of architecture,” he continued. Davide Vercelli, who trained as an engineer but works as a designer and art director and is the co-curator of MILLELUCI - Italian Style Concept, continued: “The idea of the exhibition derives from the need to offer visitors an appealing narrative and an educational itinerary exploring the products showcased at the exhibition. To do this, we borrowed and revisited the Milleluci format with the aim of lighting up the very best of Italian manufacturing excellence.”

Following the success of the three previous editions, Cer-Sea in 2014, Cer Stile in 2015 and CerSail Italian Style Concept in 2016 which attracted a total of 32,000 visitors and hosted 202 participating companies, the collective exhibition at Cersaie 2017 is envisaged as a driver for the economy, bringing together selected high profile companies and an international public of buyers and professionals looking for new creative ideas.

Additionally, this year MILLELUCI is taking part in the third edition of Bologna Design Week, hosted in the city-centre location of Galleria Cavour, a historic meeting place for art, fashion and design, with the two sets “La dolce vita” and “Breakfast at Tiffany’s” which act as a kind of gateway to Cersaie. This underscores the link between the show and the Bologna Design Week (26-30 September), an international event devoted to design culture of which Cersaie is the main partner. The presence of MILLELUCI creates a link between the exhibition centre and Bologna’s historic city centre in an integrated communication project that enriches visitors in terms of creativity and culture.

“We are in the centre of Bologna during the Bologna Design Week to further highlight this initiative,” said Angelo Dall’Aglio and Davide Vercelli with great enthusiasm. If they were to sum up the essence of the exhibition MILLELUCI in a few words, “we would immediately choose terms like beauty, quality, transversal appeal and fusion, all connected with the concept of Italian Style, because this is precisely the idea we want to convey”, say the two curators.

Milleluci also has a social media presence thanks to Millesocial, the live social network event created once again this year by Bagno Oggi e Domani in close collaboration with the WEBLOG collective, a live daily news report on events and key players broadcast through the all Bagno Oggi e Domani and WEBLOG social channels.

Milleluci is an event promoted by Edi.Cer. Spa, Bologna Fiere and Promos s.r.l. and organised by Promos s.r.l. during Cersaie 2017. Curated by Angelo Dall’Aglio and Davide Vercelli, it is being held from 25 to 29 September in Hall 30 of the Bologna Exhibition Centre and in Galleria Cavour in the city centre during the Bologna Design Week from 25 to 30 September.

The planned events include:
Monday 25/9, 2.30 p.m. - Official opening of the exhibition.
Tuesday 26/9, 2.30 p.m. - Award ceremony for ADI Ceramics & Bathroom Design Award 2017
Wednesday 27/9, 11.00 a.m. - Conference entitled “Bathroom trends 2017: Overview of renovation projects in Italy and abroad” - Houzz Italia
Wednesday 27/9, 7.00 p.m. - Opening of exhibition Milleluci Galleria Cavour in Bologna city centre

Participating companies:
A.N.G.E.L.O, ARTEMIDE, BERTOLOTTO PORTE, BOMPANI ELETTRODOMESTICI, CAIMI BREVETTI, CASALGRANDE PADANA, CORDIVARI DESIGN, DANESE MILANO, DEL CONCA, EMILGROUP, FIMA CARLO FRATTINI, FLAMINIA, GAUDI, GRUPPO CERAMICHE RICCHETTI, HOM, IDEA, ITLAS, JULIA MARMI, LEA CERAMICHE, MELOGRANO BLU, OIKOS, SELETTI, RUBINETTERIE 3M, TAGINA, WALL&DECO'.

Media partners:
BLOG OFFICE OBSERVER - DANILO PREMOLI, BRIGHT - VIDEO E COMUNICAZION INTEGRATA, DESIGNPRESS.INFO, E-INTERIORS.NET, IL BAGNO OGGI E DOMANI – DBINFORMATION, INTERPROMEX COMUNICAZIONE, MATRIX4DESIGN - EDITRICE INDUSTRIALE.

Technical partners:
ALYA, BARBIERI CREAZIONI DI INTERNI, BF SERVIZI BOLOGNAFIERE GROUP, GALLERIA CAVOUR, GLOBE THEATRE, MSTUDIO.EVENTS, RE-FORMA.


The two curators

Angelo Dall’Aglio
Born in Bologna in 1969, Angelo Dall’Aglio graduated in Architecture from the Polytechnic University of Milan with a specialisation in Industrial Design and Furnishing. He collaborates with well-known companies in the furniture sector as a designer and consultant and at the same time works on interior architecture for private homes, shops, offices and exhibits.
Since 2013 he has been on the management team of Promos srl, the Cersaie Show Office, and in 2015 was appointed head of organisation.
www.cersaie.it mostra@cersaie.it

Davide Vercelli
Born in 1966 in Varallo (Vercelli), Davide Vercelli graduated in engineering at Turin Polytechnic. A designer and art director, he has worked with leading companies in a range of sectors, including: Fima Carlo Frattini, where he has worked as art director since 2015; Ritmonio, from 1999 to 2007, creating the concept and serving as company director; Liberostile, of which he was the founder; HOM; Marmo Elite.
In 2013 he created Aggregàti, a major collective event at Cersaie 2013 and the Fuorisalone 2014 devoted to the contract furnishing and wellness sectors. He is a lecturer at the Milan and Turin Polytechnics and at the I.E.D., a coordinator of the Living thematic commission for the ADI Design Index and a member of Atelier dell’Innovazione. He has twice been shortlisted for the Compasso d’Oro Award and has won a number of prestigious international awards including Design Plus, International Design Awards and the Good Design Award.
www.davidevercelli.it info@davidevercelli.it

General information: Promos – tel. +39 051.66.46.000 – mostra@cersaie.it https://www.cersaie.it/it/k_milleluci.php
Ufficio Stampa:

Map Design Communication
Patrizia Ledda
p.ledda@mapdesign.it
Mob. +39 339 4766974

Cersaie
Andrea Serri
aserri@confindustriaceramica.it
Mob. +39 348 150490
 
 
 
 
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Milleluci - Italian Style Concept
date: 11/09/2017
Davide Vercelli
date: 11/09/2017
Angelo Dall Aglio
   
   
 
         
 
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