Just weeks to wait until the Salone Internazionale del Mobile welcomes the world to the annual design exposition. Spread across the city but centred in the Brera district, one of the focal points is La Pelota where the UK’s designjunction will present EDIT.
Rather like the anticipation created by a nested set of Russian Matryoshka dolls where the urge is to power through the nest to find the innermost gem, visitors will want to ensure they discover COVER magazine’s Forza Tapetti: The Rug Revolution pavilion. Strategically located in the forecourt of La Pelota, Forza Tapetti is a must-see curated exhibition of the best in contemporary carpets. Here’s a sneak peak at the carpets that will be displayed in our Michael Sodeau-designed pavilion. DJ
Forza Tapetti Rug Revolution pavilion, EDIT, La Pelota, Milan Design Week 2013
The cow as villain is probably urban myth, but Chicago’s reputation as a lodestone for architectural excellence began after the conflagration in 1871 when a bovine was blamed for bowling over a lantern and setting the city ablaze. Bold buildings soon followed and the Second City became and remains an influential centre for architecture; renowned as the city that built the first steel-frame skyscraper. The bull market that fueled the boom was the catalyst for a memorable saying coined by Chicago realtors in 1926 to underscore the value of a property’s locale. “Location, location, location.”
Location, location, location is still applicable to real estate. And the phrase becomes meaningful for COVER magazine during Milan Design Week 2013. We’ve bagsied a prime location for Forza Tappeti: The Rug Revolution. COVER’s exhibition pavilion is part of designjunction’s Edit show at the prestigious (and massive) La Pelota venue. Our Forza pavilion will be located in the courtyard entrance to La Pelota. Fair organisers estimate up to 10,000 daily visitors will encounter the Forza pavilion as they enter and exit Edit. However visitors find us, by intent, chance or with COVER’s version of a vaudeville hook, your scribe believes visitors will be captivated by our exhibitors and their handmade rugs.
But while location is key, it only becomes the winning trifecta when linked to superb content contained within sublime space. Acclaimed designer Michael Sodeau has designed our Forza pavilion. His innovative accordion-shaped frame emphasises the iconic shape’s architectural virtues – structurally sound, flexible, dynamic, and expressive – to create a sheltered stand with infinite spatial solutions and significant volume. All of which combine to make the Forza Tapetti pavilion unmissable. DJ