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A sensory voyage through luminous atmospheres which enhance the texture and design of the product Cersaie (25- 29 September ) Pavilion 30
Light will be the protagonist of the fourth edition of the collective exhibition at Cersaie, the International Exhibition of Ceramic Tile and Bathroom Furnishings, to be held at Bologna from 25 to 29 September 2017. Milleluci - Italian Style Concept, the title of the show, to be hosted in a 400 sq.m. space in Pavilion 30 of the Bologna Exhibition Centre, draws inspiration from the TV variety show conducted by Mina and Raffaella Carrà in 1974: each episode paid homage to a different type of entertainment, from radio to cabaret, musical to opera. The two curators of Milleluci – Italian Style Concept, Angelo Dall’Aglio and Davide Vercelli, came up with the format to create an evocative voyage through luminous atmospheres which highlight the material, textures and design of bathroom furnishings, balanced between classical forms and alternative styles.
The exhibition, in a retro mood that recalls the Seventies, will be divided into ten themed sets, as were the episodes of the original variety show, each linked to a different genre from the cinema and theatre. The background of each installation will be formed of a backlit image relating to a given film or work, to which the set itself will refer. The titles are as follows: Madame Butterfly (opera), Goldfinger (spy story), Grease (musical), For a few dollars more (western), Young Frankenstein (comedy), Valentina (animation), Once upon a time in America (drama), The Persuaders (TV series), Space 1999 (science fiction), Shining (horror).
But light is not only the fundamental element which makes perception itself possible, it also has enormous emotional power. It will play this role in the sets by lighting each installation to evoke its own unique atmosphere. Visitors will find themselves immersed in a variety of scenes, as they travel between science fiction and animation, horror film and western. All brought to life with changing light effects and visual evocations, while each set will have its own soundtrack to guide the visitors through this multi-sensorial trip.
“Without light, you wouldn't see the design,” says Angelo Dall'Aglio: "light is the fundamental element which enables us to appreciate design and the Cersaie exhibition itself, which has always been oriented towards the world of design and projects."
“The exhibition is inspired by the idea of offering visitors an evocative experience, rather than a guided tour among the products on show at the fair," adds Davide Vercelli. "To achieve this, we borrowed the Milleluci format and re-invented it to cast light on the very best in Italian manufacturing."
Encouraged by the success of the three previous editions, Cer-Sea in 2014, Cer Stile in 2015 and CerSail Italian Style Concept in 2016, with a total 32,000 visiters and 202 participating companies, the collective exhibition at Cersaie 2017 is intended to be a motor for the economy, bringing together selected high profile companies and an international public of buyers and professionals looking for new creative ideas.
This year, Milleluci will be one of the leading lights of the third edition of the Bologna Design Week, in the centre of the city in the Galleria Cavour, the historic setting where art, fashion and design come together, with the two sets “La dolce vita” (taken from the Fellini film of the same name) and “Colazione da Tiffany” (Breakfast at Tiffany's), which will act as gateways to Cersaie itself, to underline the link between the exhibition and Bologna Design Week, the international design event of which Cersaie is the main partner (24 to 30 September, 9.30 to 20.00).
Participating companies include: ARTEMIDE, CASALGRANDE PADANA, CERAMICA FLAMINIA, CERAMICHE RICCHETTI, CORDIVARI, DANESE, DEL CONCA, EMILGROUP, GAUDI' DECOR, HOM, JULIA MARMI, LEA CERAMICHE, MELOGRANOBLU, RAGNO, RUBINETTERIE 3M, OIKOS, TAGINA CERAMICHE D'ARTE, WALL&DECO.
Milleluci will also be present on social channels thanks to Millesocial, the live social network event created this year again by Bagno Oggi e Domani in close collaboration with the WEBLOG collective: a live daily news report on events and protagonists which will be present on all Bagno Oggi e Domani and WEBLOG social channels.
Milleluci is promoted by Edi.Cer. Spa, Bologna Fiere and Promos s.r.l. and organised by Promos s.r.l. for Cersaie 2017, curated by Angelo Dall’Aglio and Davide Vercelli, and will be held from 25 to 29 September at Pavilion 30 of the Bologna Exhibition Centre and in the city centre at Bologna Design Week, Galleria Cavour, from 24 to 30 September.
Cersaie Press Office - July 2017 - email@example.com