Adentity at Milan Design Week

Adentity visited Milan Design Week in search of inspiration. As well as a preview of summer temperatures, at the world’s largest industrial design event we discovered new designs, thought provoking concepts and witnessed the truly global appeal of design.

In addition to the usual high tech marketing exercises, such as Panasonic’s Transitions exhibition – an exhibition featuring new technologies to mark the company’s centenary – there were some effective low tech, low budget alternatives to be seen.

The automotive brand Mini presented Mini Living, a customisable design concept for living. To communicate the message, Mini provided wood and plexi components, allowing visitors to build their own creations. This not only attracted visitors, but engaged with them, creating a more memorable impression. For the bloggers and instagrammers, the French luxury brand Hermès employed street artists to recreate patterns from the current season in chalk on the city’s streets, while Stokke built oversized children’s furniture to attract ‘selfie’ lovers.

We were inspired by the intricate metalwork of Japanese craftsmen at Superstudio, who created beautiful cut-outs and surface effects, as well as the wealth of indigenous hand crafts and weaving techniques, which further exemplified the diversity of the event.

Sustainability and 3D printing were high on the agenda, with upcycling, closed loop production and on-demand production inspiring some interesting discussions and raising awareness.