Design Week Seletti & Disaronno | Design Pride 2016 and Special Edition Jar Disaronno by Studio Job

Design Pride

Design Pride float

The first parade in Milan dedicated to design: a procession of floats, music, and dancing in the district of 5 VIE with Seletti and many others and a big party in Piazza degli Affari, organized by Disaronno to launch their collaboration with Studio Job

Wednesday, April 13, 2016, from 7:30 pm to midnight

On the occasion of Salone del Mobile 2016, Seletti, ironic and irreverent Italian design brand, presents the first DESIGN PRIDE: after having liven-up Piazza Affari during the last two years – also transforming the space in an amusement park with bumper cars –, this year the design is celebrated with a pop parade of floats, music and dancing, a real Carnival of design.

Wednesday, April 13, from 7:30 pm, the procession will cross the district of 5 VIE and end its route in Piazza degli Affari with celebrations open to the public, organized by Disaronno for the launch of their new collectible jar made in collaboration with the famous designers at Studio Job.

Lending a hand in the colorful PRIDE DESIGN parade led by Seletti and Disaronno, among others will be Gufram, the pop brand of Italian design, and image-only magazine Toiletpaper, born from the genius of Maurizio Cattelan and Pierpaolo Ferrari.

Stefano Seletti, Art Director of the design brand: “Design is democracy, freedom, joy; that’s why we want to celebrate it with a PRIDE that involves the designers, the brands, bringing them even closer to the people. The party is open to everyone, young, old, children: in short, anyone who wants to celebrate the freedom to experiment, to develop their ideas, even when they seem crazy to most – an ode to diversity, independence of thought, creativity”.

The design floats, accompanied by banners, music, and dance, will parade through the city, animating its streets. Seletti opens the procession with the celebration of some of its most iconic collections and Cattelan’s “middle finger” – now a souvenir, thanks to the brand, which has reproduced the sculpture in miniature versions, alongside carillon and boule de neige – while Disaronno, ever attentive to the latest trends, contributes with the presentation of its collectible jar made in collaboration with the duo at Studio Job.

Paolo Dalla Mora, Global Communication Director of Disaronno: “Disaronno has been part of the ‘big family’ of Piazza degli Affari for three years now, and this time it’s celebrating design in collaboration with the ne plus ultra of international design, Studio Job, who has designed us an unmissable collectible jar, turning it into a true object of worship. After the parade, we are pleased to invite the public of Design Week to Piazza degli Affari to celebrate late into the night and enjoy a Disaronno Sour.”

Gufram will take to the streets with a presentation of its unmistakable irony, while Toiletpaper will make an appearance with its irreverent black humor.

The DESIGN PRIDE project is part of “5 VIE art + design”, sponsored by the City of Milan, thanks to which the oldest and most historically rich zone of Milan transforms into a new district projected for design and innovation.