{"id":34619,"date":"2025-06-03T20:39:00","date_gmt":"2025-06-03T18:39:00","guid":{"rendered":"https:\/\/www.staffedit.it\/cleaf-ha-celebrato-50-anni-con-calling-the-future\/"},"modified":"2025-07-07T21:20:10","modified_gmt":"2025-07-07T19:20:10","slug":"cleaf-has-celebrated-50-years-with-calling-the-future","status":"publish","type":"post","link":"https:\/\/www.staffedit.it\/en\/cleaf-has-celebrated-50-years-with-calling-the-future\/","title":{"rendered":"Cleaf has celebrated 50 years with \u2018Calling the Future\u2019"},"content":{"rendered":"<p>On the occasion of <strong>Milan Design Week 2025<\/strong>, <strong>Cleaf has celebrated its 50 years with <em>&#8216;Calling the Future<\/em><\/strong>&#8216;, a concept developed over three projects <strong>focused on the iconic 70s Italian telephone box as<\/strong> a symbol of a voyage between tradition and innovation.<\/p>\n<p><strong>The event installation by Calvi Brambilla and Partners at the Pirelli Hangar Bicocca<\/strong> played on the connection between past, present and future. <strong>A remarkably long curved table<\/strong> ran between <em>The Seven Heavenly Palaces<\/em>, a permanent work by Anselm Kiefer, representing <strong>the desire to connect people to build the future together<\/strong>. Some Cleaf textures have been used for the table and 300 chairs. <strong>Yellow<\/strong>, the colour of the 70s &#8216;SIP&#8217; phone boxes, stood out in the dimly lit space. On the table, a <strong>hundred lanterns featured the miniature version of the phone box<\/strong>. <strong>A DJ set represented the future<\/strong>: the DJ&#8217;s station was set up in an <strong>oversized phone box<\/strong>. In the background, projected visuals created from the maps featured the textures of the Cleaf surfaces.<\/p>\n<p><strong>Vudafieri-Saverino Partners&#8217; installation for the corporate showroom CCube<\/strong> transformed the iconic &#8216;SIP&#8217; phone box from the 70s into an <strong>urban shelter in the age of smartphone<\/strong>s as a new way of experiencing shared space through <strong>collective or personal interactions<\/strong>.<\/p>\n<p>Actions linked to phone apps were an occasion to bring to life <strong>four urban shelters made of Cleaf surfaces<\/strong>: <em>Outdoor Pavilion<\/em>, <em>Sport Therapy<\/em>, <em>Smart Office<\/em>, and <em>Acoustic Oasis<\/em>. The entrance lobby, decorated with 70s graphics reminiscent of telephone tokens, became the piazza that welcomed and led to the four urban shelters.<\/p>\n<p><strong>At the centre of the stand designed by Bestetti Associati at the Salone del Mobile.Milano<\/strong>, a phone box symbolised <strong>a dialogue between past, present and future<\/strong>. Inside, Cleaf surfaces in an abstract composition and a 70s telephone <strong>created an experience that invited people to stop and leave a message for tomorrow<\/strong> through a temporal answering machine.\u00a0 The phone box was located at the heart of <strong>a labyrinth that evoked the chaos of the city<\/strong>, <strong>amidst sounds, images and buildings<\/strong>. A contrast between frenzy and reflection, where design, memory and innovation come together.<\/p>\n<p><strong>Matrice texture reinterprets the historic Matrix<\/strong>, which began life as a sandblasted larch. The design is made more contemporary by creating channels that are not linear, but dynamic and interrupted as if by hand. <strong>The visual effect is one of a matt surface enhanced by shiny micropores<\/strong>. To the touch, it feels like an organic substance.<\/p>\n<p>Nebulosa texture features <strong>a series of shiny micro-details that contrast with the opacity of the background<\/strong>. The final effect recalls the interstellar clusters of dust, hydrogen and plasma from which it takes its name. A dynamic surface, extremely soft to the touch.<\/p>\n<p>\u201c<em>Fifty years ago, my entrepreneurial adventure began. It has been an incredible journey. I had the good fortune to be born in Brianza, an area with a strong identity and a vocation for quality work, for the pursuit of beauty and excellence.\u00a0 But I could not have done it without the support of my family, especially my father and my brother, and if our customers had not challenged us from day one to create better and better products. In a globalised and ever-changing world, the only key to overcoming uncertainties and meeting future challenges lies in relationships, and synergies with customers, suppliers, architects and all the people who work with us daily in our offices in Italy, and worldwide. I thank my children, Barbara and Roberto: it is also thanks to them that we have reached 50 years. They are the present and the future of the company, the ones who will continue to tell this exciting and challenging story. They are the ones who will carry the values of tradition into the future\u201d <\/em><strong>comments Luciano Caspani, Cleaf President and Founder<\/strong>.<\/p>\n<p>&nbsp;<\/p>\n<p><strong>CALLING THE FUTURE<\/strong><\/p>\n<p><strong>A project by <a href=\"https:\/\/cleaf.it\/en\/\" target=\"_blank\" rel=\"noopener\">Cleaf<\/a><\/strong><\/p>\n<p><strong>Graphic design by Blackspace <\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>On the occasion of Milan Design Week 2025, Cleaf has celebrated its 50 years with &#8216;Calling the Future&#8216;, a concept developed over three projects focused on the iconic 70s Italian telephone box as a symbol of a voyage between tradition and innovation. The event installation by Calvi Brambilla and Partners at the Pirelli Hangar Bicocca [&hellip;]<\/p>\n","protected":false},"author":27,"featured_media":34606,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20],"tags":[1890],"class_list":["post-34619","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-compoarredo-en","tag-cleaf-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cleaf has celebrated 50 years with \u2018Calling the Future\u2019 - Staff Editoriale<\/title>\n<meta name=\"description\" content=\"On the occasion of Milan Design Week &#039;25, Cleaf celebrated its 50 years with a concept focused on the iconic 70s Italian telephone box.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.staffedit.it\/en\/cleaf-has-celebrated-50-years-with-calling-the-future\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Cleaf has celebrated 50 years with \u2018Calling the Future\u2019 - 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