A design exhibition that is also an experience. We are talking about 100% Original Design, the exhibition conceived and staged by Elle Decor Italy, within the D space of the MAXXI in Rome, which is free, and on for a few more weeks.
100% ORIGINAL DESIGN is integral to Be Original, the project in defense of high design, conceived and promoted in 2012 by Elle Decor Italy. An awareness campaign on the fight against counterfeiting of industrial design in Italy and in the world, in collaboration with authorities, institutions, and insiders, but also those directly involved, designers and publishers.
The Rome installation is the second leg of the exhibition, following it’s Milan success, in April 2014, where the show debuted in the rooms of the Royal Palace.
The Maxxi’s D space is a warehouse style loft space, which makes you feel that you are walking around a Manhattan penthouse. Except that you are at an exhibiton, in a maze of design masterpeices.
The exhibition is exciting, with many well known designs, like the corkscrew by Alessi, Flos, Miss Sissi and modular Kartell, objects and furniture that still inhabit our homes, and that have made design history. There is also the Eames Plastic Chair by Vitra, the Tulip Table by Eero Saarinen for Knoll International or the Egg chair by Fritz Hansen and Arne Jacobsen.
Chairs, lamps, containers, utensils of daily use like the food mixer, by Kitchen Aid, but also switches such as BTicino and Olivari handles, entertain the visitor through the exhibition path. Multimedia audio and video installations play in the background, with Madonna, Wham, and the Beatles, to interpret the concept of uniqueness and originality, too. The music adds to the nostalgic beat of the exhibition.
Elle Decor has selected 8 companies in total, to represent authentic Italian design, B&B Italia, Alessi, Cassina, Flaminia, Flos, Kartell, Knoll and Vitra. And, anything that promotes originality is a good thing. The wide selection of iconic pieces have marked the history of Italian and international design from the 50s to today. There are over seventy pieces to discover, or rediscover.
100% ORIGINAL DESIGN
Curated by Elle Decor
Patronised by the Ministry of Economic Development, the Municipality of Rome Capital, the City of Milan Expo 2015
D space, MAXXI, Rome
Via Guido Reni, 4A
+39 06 320 1954
Let’s take a look at the designs highlighted in the exhibition