Design by Studio MILO
Fuorisalone 6 -12 June 2022, Via Statuto, 16 – Brera Design District
By having to overcome obstacles, the viewer earns a privilege. The best things are those you discover. (Dominique de Menil)
The evocative layout of “Rivelazioni”, the Fuorisalone 2022 Milano installation entrusted to the creativity of studio MILO, aims to reveal the new Masiero lighting collections little by little, with the gradual delicacy that accompanies the discovery of a precious jewel or a work of art. The spatiality of the location in Via Statuto 16 is defined by the light shades of white, ivory and dove grey of the sinuous drapes that conceal suspensions, floor lamps and chandeliers with a metallic glimmer behind and within a soft sheath.
Before entering, a series of different height flag panels frame the two display windows, creating a sort of stage curtain effect on the outside. Once across the threshold, a succession of ethereal, semi-transparent layers of fabric leads the visitor to discover the shapes, materials and manufacturing details of the Masiero lamps. Visitors cross one soft wave after another as the light passes through the transparent volumes, walking on the floor adorned with small crystals of light, until they reach and touch the new Masiero collections, placed on sculptural podiums of rough concrete, as though works in a contemporary art gallery, to be contemplated but also lit.
Visitors discover the precious Masiero lights within an intimate, fluid, exclusive scenario, through a full-immersion experience. Light could hardly not play a primary role in this installation, starting from the videos in the display window transmitting the installation on retro-style TV screens, a cryptic anticipation of the contents inside. At night during Milan’s Design Week, the screens continue to transmit for the benefit of those unable to enter and discover the selfie wall at the end of the space, where they can take a souvenir photo of Design Week in a corridor illuminated by 23 golden Horo suspensions.
On display are the new “Posy” collection by Sara Moroni and “Iglù” collection by Oriano Favaretto, together with the long sellers “Horo” by Pierre Gonalons and “Sound” by Giovanni Battista Gianola.