B&B Italia dedicated the entire ground floor of its store in Via Durini, Milan to a spectacular installation to the Celebration of the UP Series as a design icon. Calvi&Brambilla created an spectacular space that started from the window and expanded to the store’s central area playing with the UP50 striped texture. On the left, the glazed area was dedicated to the celebration of the icon’s history showing the UP’s advertising campaigns and looking back to the origins of the Up series and the most important phases of its life, while on the right side UP and the UPJ junior Series were on display in the new 2019 colours.
At the meantime, the designer Gaetano Pesce celebrated the creation of the Up Series focusing on its social and political meaning. A monumental sculpture, “Maestà Soffrente” – 8 metres high, made in polyurethane foam and covered in pink fibreglass- was positioned in a unique location in the city: in Piazza Duomo, in front of the famous cathedral, visible to hundreds of thousands of visitors from around the world. The clear aim of the artist was to provoke the audience and cause a reaction, either positive or negative, in order to refocus attention on the treatment of women in a patriarchal and chauvinist society.
While talking about the Salone week we can’t overlook the display of B&B Italia products during Fuorisalone, where some B&B Italia products, such as the new Outdoor collection and the UP Series, were displayed in some prestigious locations in the fashion district. “Let’s Up” and “Outsite” installations both designed by NCBARCHITETTURA. Let’s Up in Hogan Flagship store in Via Montenapoleone with the iconic Up 5_6 to centre stage. The designers played with pop and 70s style focussing on the iconic armchair as a backdrop to show the new Hogan S/S 2019 Collection. While, Outsite in the Fay Flagship store in Via della Spiga showed pieces from the B&B Italia 2019 Outdoor Collection, in custom-made fabrics inspired by the hues and motif of the Fay S/S 2019 Collection.
In addition, the Marazzi showroom in Milan displayed the Richard bed, Caratos armchairs and Eileen table in the windows.
Also of note B&B Italia participation in THE LITTA VARIATIONS / OPUS 5, an exhibition in Palazzo Litta, with a series of benches in light oak custom made for the ECHO installation.
During the Milan Design Week and the month of April ME Milan Il Duca Hotel celebrates Zaha Hadid with the “Zaha Hadid Design Collection” exhibition, where her most iconic creations are displayed. Among them the B&B Italia Moon System. B&B Italia also took part in MiArt, the fair dedicated to contemporary art, modern art and limited edition design that took place in fieramilanocity from 5th to 7th April. Several B&B Italia products, such as Atoll (sofa, benches and ottoman), Tobi-Ishi (low table), Button Tables (low tables), Harry (ottoman) were used to furnish the Vip Lounge during the exhibition.