Salone del Mobile.Milano Meets Tokyo
The Salone del Mobile.Milano will play a starring role at the Italian Fair organised by Tokyo’s Isetan Shinjuku department store from 18th to 30th September, with an installation dedicated to the masters of design curated by Ferruccio Laviani.
Established in 1886 as a shop selling fabric for kimonos, the Isetan department store opened its flagship store in Tokyo’s elegant Shinjuku district in 1933, becoming a must-see attraction for visitors to Japan’s capital. Its Italian Fair has been held every year in September for many years, featuring Italian products, ranging from food through fashion to design, and this year the Salone del Mobile.Milano will be the star attraction.
From 18th to 30th September, the 9 shop windows will be tinged with red, which has always been one of the hallmarks of the image of the event since its inception in 1961. They will feature the portraits and short biographies of 11 masters of Italian design celebrated by the Salone del Mobile.Milano Isetan Shinjuku installation, conceived and curated by Ferruccio Laviani.
Entering the spaces on the ground floor, the visitor is greeted by four mirrored totem displays introducing them to the Salone del Mobile.Milano, recounting its history and carrying images of the last few editions.
The escalators, decorated especially for the event, lead to the fifth floor, normally given over to furnishing, where a large rectangular space welcomes the visitor. Large spheres on the ceiling continue to tell the story of the Salone del Mobile.Milano while a large screen presents the story of Italian design through that of the 11 masters who made Italian design famous the world over: Franco Albini, Gae Aulenti, Achille Castiglioni, Joe Colombo, Anna Ferrieri Castelli, Vico Magistretti, Alessandro Mendini, Bruno Munari, Gio Ponti, Ettore Sottsass and Marco Zanuso.
Isetan media partner: Elle Decor Japan