{"id":2833,"date":"2017-04-03T10:00:58","date_gmt":"2017-04-03T10:00:58","guid":{"rendered":"http:\/\/essentialhome.eu\/blog\/?p=2833"},"modified":"2017-04-02T14:05:11","modified_gmt":"2017-04-02T14:05:11","slug":"interview-paolo-casati-director-brera-design-district","status":"publish","type":"post","link":"https:\/\/www.essentialhome.eu\/blog\/interview-paolo-casati-director-brera-design-district\/","title":{"rendered":"Interview with Paolo Casati: director of Brera Design District"},"content":{"rendered":"\n

With a huge number of events and historical locations to explore, Paolo Casati \u2013 the creative director of Brera Design District<\/em><\/strong>, describes the 2017 event.<\/p>\n

Since when it was first held in 2010 that Brera district has had a huge expansion and continued its mission of uniting the tradition and innovation, in the field of design. It embraces new formats and players.<\/p>\n

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SEE ALSO:\u00a0ISALONI 2017: A COMPLETE DESIGN LOVER\u2019S GUIDE TO MILAN<\/a><\/p>\n

\"Interview<\/a><\/p>\n

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As we already told you, the 2017 theme is related to a Bruno Munari\u2019s quote: \u201cDesigning is a game and playing is Design.\u201d. Centered on gamification, there are also prizes and several themed encounters, special projects and cultural initiatives.<\/p>\n

\"Interview<\/a><\/p>\n

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Paolo Casati<\/em><\/strong> spoke to Domusweb<\/em><\/strong> about the strong points and new ideas of the 2017 event. Keep reading to discover all of them!<\/p>\n

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Domusweb:<\/strong> Let us start with some numbers: how many exhibitors<\/strong> (designers, brands, companies) will there be this year? How many more (or fewer) than last year? How many locations?<\/p>\n

Paolo Casati: <\/strong>The aim is to maintain or increase last year\u2019s numbers: 160 events, 295 companies and 250,000 people in the District.<\/em> A month before<\/em><\/strong> the event, we have already reached the number of 125 registered events<\/em><\/strong> and we are fully expecting to increase numbers that have been constantly rising since 2010, the first year of Brera Design District.<\/p>\n

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Domusweb:<\/strong> Can us circumscribe the area? What are the district\u2019s \u201cboundaries<\/em><\/strong>\u201d? What area are we talking about?<\/p>\n

Paolo Casati:<\/strong> Brera Design District originally took the boundaries traced by the D.U.C. Brera (Distretto Urbano del Commercio<\/em><\/strong>) defined by the Council and Chamber of Commerce within a perimeter comprising three historic quarters: Brera, from which it takes its name, Moscova and Garibaldi. With the development of the Porta Nuova area, Corso Como and Piazza Gae Aulenti \u2013 and driven by several people active in that area \u2013 we decided to extend the boundaries<\/em><\/strong> northwards to create \u201cBrera Extra\u201d.<\/em><\/strong><\/p>\n

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Domusweb:\u00a0<\/strong>When did the idea of Brera Design District<\/em><\/strong> first appear? What were the initial idea and aims?<\/p>\n

Paolo Casati<\/strong>: Brera Design District was inspired by Marco Torrani<\/em><\/strong>, President of the Via Solferino association who, in 2009, introduced the idea to promote the district <\/em><\/strong>and involved a small number of local showrooms<\/em><\/strong>. The following year, Torrani appointed Studiolabo to develop the project. The aim has always been the same, to develop a local marketing<\/em><\/strong> operation with its own communication plan to promote excellences and expand the area\u2019s business and property, combining tradition and innovation<\/em><\/strong> in the scattered field of design. What have changed are the commitment and formats, which today see four coordinated projects, two local events (Fuorisalone<\/em><\/strong> and Design Days<\/em><\/strong>), a consultancy platform (Brera Real Estate<\/em><\/strong>) and a special project called \u201cBrera Design Apartment\u201d which, during the forthcoming Fuorisalone will host \u201cThe Visit<\/em><\/strong>\u201d, a Studiopepe project.<\/p>\n

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Domusweb:\u00a0<\/strong>Who is curating this year\u2019s edition? Is there a common thread?<\/p>\n

Paolo Casati<\/strong>: Brera Design District has no curators<\/em><\/strong> but proposes a themed format<\/em><\/strong>, the \u201cLezioni di design\u201d prize and a number of themed encounters, special projects and cultural initiatives. (\u2026) The theme is a Bruno Munari quote<\/em><\/strong> and strongly references his imagery and design approach. Munari worked extensively on the concepts of play and toys. In\u00a0Da cosa nasce cosa<\/em>\u00a0he wrote: \u201cWe should also make some educational toys for adults, to do away with preconceptions, to exercise the mind and unleash hidden energy.\u201d.<\/p>\n

\"Interview<\/a><\/p>\n

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Domusweb:<\/strong>\u00a0What are this year\u2019s strong points<\/em><\/strong>? The unmissable events<\/em><\/strong> and new locations?<\/p>\n

Paolo Casati<\/strong>: This year\u2019s strong points are certainly the international names and brands<\/em><\/strong> in the district with events and installations supplementing the nearly 100 permanent showrooms<\/em><\/strong>, something unique worldwide given the size of the area. Design but not just that. Fashion names are increasingly linked to our world and there are art installations and places open only for Design Week<\/em><\/strong> such as:<\/p>\n