Following in the footsteps of Denmark, France, Japan and the USA, Italy is now the fifth country to partner the world’s leading consumer-goods fair, Ambiente. Some 400 Italian companies in all sections of the show, Dining, Living and Giving, will be presenting themselves and their goods and services at the leading world trade fair. They include well-known brands such as Alessi, Bialetti, Dialma Brown, Ghidini Cipriano, Guzzini, Millefiori, RCR Cristalleria Italiana, Rino Greggio Argenterie, Tescoma and Tognana Porcellane.
Special exhibition by Paola Navone - Foyer Hall 4.1
The preparations for what is set to be an impressive special exhibition, as part of the partner country’s contribution, are already in full swing. For it, renowned Italian designer Paola Navone will be curating, in the Foyer of Hall 4.1, the special exhibition ‘Dolce Vita’, representing an extensive selection from a broad spectrum of Italian products. “Italy is perfect as a partner country for Ambiente. In Paola Navone we have a top designer who brings a touch of the ‘Dolce Vita’ to Ambiente,” says Nicolette Naumann, Vice President Ambiente / Tendence.
In her special exhibition, Milan-born, global citizen Paola Navone will be displaying products for which Italy is known as an export nation: tableware, glasses, table decoration, pots, pans and all sorts and kinds of kitchen aids. All arranged in the colours of the Italian national flag, in green, white and red – a homage to the lifestyle of the Mediterranean. “When it comes to the soul of Italy, as it is presented in my design, then we’re talking about craftsmanship and craft skills, with a long tradition behind them, that are now finding their way into the present day. And a word about that special Italian notion of conviviality: it is simply about sitting round a table with friends and enjoying a good meal in a happy atmosphere,” says Navone. But it is not only the special exhibition that brings a breath of Italy to Ambiente. For those short breaks, Italian style, there is the inviting Café ‘Milano Milano’, also designed by Paola Navone, in Hall 4.1.
Paola Navone
This year’s partner-country presentation is just as varied and multifaceted as Italy itself. The industrial designer Giulio Iacchetti is looking to bring to his Café ‘Rimini Rimini’ in Hall 8.0 that special mood of the typical Italian holiday resort. Here, visitors will be able to relax a little in the deckchairs that were so characteristic of the bathing beaches of the 1920s. “Since time was, the Riviera has always been a favourite for many travellers and a place where they could spend an untroubled and relaxing holiday. “With this concept, I should like to create a corner of joyous Italian culture within Ambiente, so that visitors can experience a little of the atmosphere of such a special place,” says the designer.
Café 'Rimini Rimini' Hall 8.0
In addition to the special exhibition and the specially designed cafés, the concept of a partner country also includes an extensive programme of events and a special themed day on the Monday of the trade fair, during which the products and companies from the relevant country are brought more clearly into focus for the attention of the visitors. The partner country’s presentation invites people to visit on all days of the show, from 12 to 16 February in the Foyer of Hall 4.1.
Source: Ambiente
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