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Innovation and immersive experiences. On exhibit the relationship between migraine and design

National foundations and private citizens present the most creative products and services for the urban environment and comfortable living

To the cry of #DESIGNOW, the 2019 edition of Tortona Design Week (TDW) kicks off tomorrow. Like every year, this event is one of those you do not want to miss if you are visiting Milan during a week when the colours, atmospheres and eccentricity of the visitors are on a par with those of Fashion week. The proposals for this event range from products to services: thanks to a circuit of exhibitors, events, locations and initiatives dedicated to design, TDW will offer an original point of view for interpreting the contemporary age. Innovative experimentations and new synergies will reveal the many facets of a modern scenario which grows more and more complex every day, but at the same time, provides more instruments to make users’ lives easier.

Interiors of Honda’s e-Prototype

One example is Novartis, the pharmaceutical giant participating for the first time in Design Week. With the project titled “Reimagine medicine: Re-DESIGN Migraine”, the corporation will spotlight the relationship between migraine and design, in the key of innovation. An interesting theme, particularly for the 6 million Italians who suffer from this debilitating neurological disorder. The collaboration with designer Davide Radaelli has produced an exhibition developed in three different rooms. In the experience room, visitors will have an immersive experience of certain artificial stimulations that closely mimic the symptoms of a real migraine. It is followed by the Migraine concept room, studied to simulate an ideal place in which to take refuge when a real headache comes on. The itinerary will close with the Migraine relief room, which as the name itself suggests, will contain a reproduction of a locus amoenus which Novartis proposes as a possible solution for dealing with migraine attacks in the workplace.


Another project that will bring sound and light to Milan is the one developed by Ikea in collaboration with Sonos. During TDW, there will be a prototype on display developed in a joint venture between the Swedish furniture giant and one of the leading brands in the audio sector at the global level. A bookcase speaker from the SYMFONISK series, which may be connected to different devices, will be presented at the Feel Home event. «In Milan, we wanted people to experience the difference that sound and light can make in their lives, explained Bjorn Block, Business Leader of IKEA Home Smart. In our opinion, products for a smart home are not mere gadgets, but solutions conceived to improve everyday lives».

Honda will also be participating in the Fuorisalone for the first time. The Japanese carmaker will develop a focus on the concept that led to the design of the e-Prototype, the first battery-powered electric car conceived for the European market. The spaces inside the high-fashion boutique Alysi Garden House were renamed “Casa Connessa Tortona”, furnished by Danord and organized to give visitors the experience of moving from a chaotic urban environment to a more relaxing and friendly one. The exhibition area will be characterized by a sculpture in the shape of a tree, made out of sustainable materials.

ut the TDW will feature more than just private corporations. There will be ample space for the presentations of national organisms and associations, with the German Design Council (a German foundation for the communication and transfer of knowledge in the fields of design and branding) and Russia Design House (instituted to represent the country in the most important international design events). Both will bring to Milan a selection of the most successful and beguiling projects by their youngest talents. More specifically, the German Design Council will exhibit 21 works by the winners of the ein&zwanzig competition, while the Russia Design House will present various brands such as ARCHPOLE, Emil Galeev and Team40.

Russia Design House, products


translation by Olga Barmine

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