Location: Museu da Casa Brasileira São Paulo, Brasil
Date: feb-march 2013
Client: Giugiaro
curators: Marco Guidone, Ico Migliore
concept: FullBrand, Migliore + Servetto Architects
exhibition design: Migliore + Servetto Architects
Ministério da Cultura, Governo do Estado de São Paulo,
Secretaria da Cultura, Museu da Casa Brasileira
e Volkswagen do Brasil

Curator: Beppe Finessi
Graphic Design: Mario Piazza
Exhibition Design: Migliore+Servetto Architects

Creative Director: Sohn Hyewon
Exhibition Design: Migliore+Servetto Architects

For the exhibition “Constancy & Change in Korean Traditional Craft 2013” at the Triennale of Milan on the occasion of Salone del Mobile 2013, Migliore + Servetto Architects has designed an essential set up, with a strong visual and emotional impact, able to exalt the shapes and perfection of the works of Korean masters. It’s a neutral environment, far from all contexts, where great hanging membranes protect the objects, covering them with the thin transparency of the fabric’s weave. Above them a mix of cables and pulleys, as torecall the manufacturing tradition; below them, along two long white lightboxes, the works of art, wrapped in rays of light; on the background walls, 11 videos give back a more detailed narration, that leads to a deeper analysis of each work.
On the entrance walls, great mirroring surfaces host dynamic videos and images, generating multiple
reflexes and giving space to a new unexpected dimension.

Exhibition curated by: Francesca Taroni, Ico Migliore
Exhibition Design, Art Direction and Graphics: Migliore+Servetto Architects

CASE DA ABITARE N.166
A focus on the exhibition AROUND THE WORLD – MEET DESIGN
illustrated by Ico Migliore

AROUND THE WORLD is an “International” trip in the world of design, that starts from Milan and travels to seven cities of the world: Wien, Paris, New York, Tokyo, São Paulo, Beijing and Melbourne.
“We have imagined a cosmopolitan urban landscape: a light and dynamic environment evoking a way of living, conceived as an adding of fragments, images, maps, sounds and objects of 7 international cities. A trip/sequence of different sets to get to know new icons of Italian design in the world” explains Ico Migliore, designer of the exhibition together with Mara Servetto, Migliore+Servetto Architects.
“The exhibition represents the international value of Made in Italy and its capability of inspiring the living styles of the great capitals of the world. From the plasters of Paris to the Japanese essential style, from Brazilian modernism to a loft in New York, seven domestic settings selected by Case da Abitare interact with the contemporary elegance of Italian furniture. The furniture is the protagonist of interiors, lounges and green spaces at all latitudes”. – says Francesca Taroni, editor in chief of Case da Abitare and curator of the exhibition together with Ico Migliore.
At the entrance of the space, an overhead square overlooks the seven travel scenarios: seven domestic icons covered by a thin graphic skin that creates the context for the proposed interiors inside the urban fabric of each place.
Seven domestic volumes open on different levels to host the real furniture of some of the most important Italian companies of the sector, while on the background dynamic graphic images, taken from photo shootings, are shown.
Along the walls the continuous line of the different skylines one after the other, drawn by Ico Migliore, leads the visitor along the path and defines the stops, marked by backlit train stations’ signs.
“Around the World” is an event sponsored by the Public Administration of Milan, and that come after the editions of MEET DESIGN of 2011 in Rome and Turin and the one of 2012 in Bejing, for the first edition of Beijing Design Fair.