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// Milano Unica “MUSIC MENÙ”, 28 edition




On Thursday 10 October was held the presentation of the 48 temporary architecture projects chosen for the editorial initiative of Publicomm "Best Italian Exhibition Design", which collects the best exhibition design projects in Italy and abroad in an exhibition and in a volume.



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"Exhibition design is definitely the part of architecture that best testifies to the rapid changes that have taken place in terms of the organization and use of space, of brand communicability, of the display of a product or an opus, and of innovation as regards technologies and materials... it is a mirror of our time, a snapshot of the aspirations of companies and institutions, of changes in the behaviour of visitor and the needs of consumers. "

With these words Angelo Dadda, President of Publicomm, opens the text that collects the selection of projects.



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Among these Milano Unica "MUSIC MENÙ" set-up made in 2018 for the Orobia Factory and subsequently in 2019 adapted for Rho Fieramilano.

The starting points that dictate the creative and visionary line of the exhibition areas are the themes of the Spring-Summer 2020 trends, which combine music and food, in a transversal fusion between past and future, recreating a layered unicum of history, icons and worlds.



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As Angelo Dadda again says:

"The exhibition layouts are also an important gym for designers to experiment with techniques and materials, feel free to question some cornerstones of design thinking and elaborate deep reflections to arrive at innovative solutions and introduce new communication paths."



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The selection of the projects also translated into an exhibition consisting of 16 three-sided Totems in which the projects were exhibited. The initiative took place at the Casa dell'Architettura in Rome during the inauguration of the "SPAM DreamCity"; the first architecture festival in Rome conceived and conducted by the Order of Architects of Rome.


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The traveling exhibition will have other important milestones such as the Milan Design Week in April 2020 at the Open Space and will end its path during the Miami Archweek in November 2020.









This trend can be seen in a variety of realms but has clearly left its mark on the world of interior design. For the Luxury Bleisure Hotel Monaco competition, we honed in on the best ways of using our limited time, from taking charge of it to rendering it special. 



The architects in the SGS Lab have designed a hotel with comfortable, livable spaces, each defined by an original style based around the usage. For instance, the meeting rooms are decked out with a music and live performance space; the areas dedicated to relaxing are comprised of the traditional spa and wellness centre, but we’ve also recommended the addition of a library with a co-working space and a quiet reading room; and last of all, the suites have been redesigned to create an immersive wellness experience for guests. One of the many characteristic elements is the elimination of partitions between the bathroom and the living space in order to create an open, airy feel.


We discovered this same concept of embracing nature and combining it with socialization in a project designed by the Neri & Hu firm for the 2018 edition of the project-installation Elle Decor Grand Hotel recently inaugurated a Milan. The rooms flow organically one into another; the natural surroundings enter into and contaminate the interior environments, while the uses of these spaces undergo a dynamic transformation. Here it becomes clear that natural surroundings will inspire the architecture of hotels and houses in the future. Formerly static spaces will come to life, transforming according to the season for absolute comfort on a human scale.