THE ITALIAN CHAIR DISTRICT AT THE SALONE DEL MOBILE IN MILAN
At the "Fuorisalone" the 12 original chairs designed by the creative minds of Fabrica, being the fruit of a tour in the district by young designers from the Communications Research Centre of the Benetton Group. Synergy also with the Chamber of Commerce
13 thousand guidebooks will be distributed at the fair bearing the international trademark "Italian Chair District"
The Chair District exhibits its designer products at the Fuorisalone in Milan with "Italian Chair District", the international trademark that communicates the new image of the district abroad through Asdi Sedia. After the strong interest demonstrated by the firms of the territory in the ICD Guidebook at the Salone of last year's edition, a 2012 ICD guidebook has been produced once again, 13 thousand copies of which will be distributed in Milan by young people dressed in white and recognisable by their ICD logo; this catalogue is rich with images and useful information, such as company certifications or the possibility to download the products from the 3D section of the new website: http://www.italian-chair-district.it/it/3d-elements. But what further qualifies the presence of the Italian Chair District at the Fuorisalone in Milan is the collaboration begun with a group of young designers from Fabrica, the Communications Research Centre of the Benetton Group, through a workshop that has produced Searching for Cassiopeia, a collection of 12 exclusive chairs (designed ad hoc for ICD) on display from 17 to 22 April at the "MOST" the National Museum of Science and Technology and directed by Tom Dixon. The Fabrica products shown there, in a space of 150 square metres, will be joined by an exhibit organised by the Udine Chamber of Commerce, made up of special prototypes "to emphasise the future tendencies of chair design" – as explained by Chamber of Commerce President Giovanni Da Pozzo – through a presentation of its history, with representative models from the 15 editions of the Cajazza Award dedicated to young designers from around the world, among whom there appears prominently a preview of the three from the 2011 edition. "It is important to present the Italian Chair District in a single location" - adds President of Asdi Sedia Giusto Maurig - "combining forces to promote our sector in the best way." In addition to the collection produced by the creative minds of Fabrica, unique pieces that combine special techniques and different materials, ICD will also present in Villa Necchi, the splendid residence of the FAI, a product designed by Fabrica especially for the initiative brought forward by the Italian Environmental Fund. "The projects with Fabrica have been carefully studied" – explains Giusto Maurig – "to promote and communicate to the world the production capabilities of the firms from our territory, and Milan is only the first leg of a tour the Italian Chair District will make in Europe; after having studied the District, the creative minds of Fabrica have in fact dreamt up such spectacular and original chairs that they will certainly bring the spotlights to our firms, more and more oriented toward high fashion. And we have already received requests from prestigious museums." The Italian Chair District is in fact earning for itself an important place at the international level thanks to the quality of its products, attested to by certifications such as ISO 9001 and FSC obtained through Asdi in an "aggregate form", to be renewed at the end of the month. From Milan and from the FSC they now expect, after the strong interest demonstrated at the Cologne Trade Fair, that attention on the Friulian District has further increased and that the Milan exhibit leads to important contacts for the firms; "Italian Chair District" – concludes Maurig – "offers added value to our firms that bear this trademark. The guidebook distributed in Milan will constitute a useful instrument also after having returned to Friuli: the firms of our territory believe in the necessity of promotion and are investing with courage and conviction."