In XXX-Y 30 anni di Fuorisalone, published by Electa, there are 512 pages which celebrate, with over 1,000 images, the memories and projects of more than 2,500 people. This new book tells of the most memorable moments of the FuoriSalone, which has been a symbol of Milan for 30 years and is the most important international design event in the world.
It begins from the event’s inception in 1990 as Milano Designer’s Week, which was organized by the magazine Interni, and moves onto the explosion of the temporary design districts located throughout the city. The Fuorisalone soon became a festival that spread like wildfire throughout the city, not only attracting those working in the industry but also enthusiasts from around the world with its hundreds of events, locations, installations, exhibitions and personalities.
It is a kaleidoscope of trends, stories, performances, a cultural and festival model imitated throughout the world (with no one capable of overtaking Milan) which has made experimentation its strong suit.
There could be no one else but Gilda Bojardi, editor of Interni, to open up the story. Bojardi, along with the four design critics Li Edelkoort, Paolo Ferrarini, Beppe Finessi and Deyan Sudjic, takes us step by step throughout the history of the Fuorisalone, taking a look at its sociological meaning, style influences, and impact on the city both from an economic and urban perspective.
This book is divided in chronological order and covers three decades (1990-1999, 2000-2009, 2010-2019). The preface is dedicated to the Eighties, when the events which anticipated the Fuorisalone as we know it today took place. Each decade gets highlighted by an introduction from Andrea Davide Cuman, a university professor and researcher who explains the influence of the FuoriSalone with respect to the evolution of taste and the transformations that Milan has undergone throughout the years.
There is no lack of personal memories and various anecdotes which get revealed by 50 people including event planners, international designers, gallerists and curators (from Giulio Cappellini to Ron Arad, Patrizia Moroso, Michele De Lucchi, Rossana Orlandi and Carla Sozzani) who show us, along with tons of photos from Interni’s archives, its backstory, expectations, evolutions and the development. This project immediately showed ambition and was able to turn itself quickly into the international reference point for design.
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