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STORYBOOK


VENTURA INDEX | FOREWORD

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VENTURA PROJECTS

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VENTURA: THE BEGINNING VENTURA LAMBRATE VENTURA CENTRALE

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Success stories Food Publishing Themes

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SHOWCASING NEW DESIGNERS Ventura composed Academies

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SPECIALS

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MILANO DESIGN AWARD

VENTURA ABROAD

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New York the Dutch edition London Interieur Berlin x

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VENTURA MEDIA VENTURA FACTS & FIGURES VENTURA: THE FUTURE VENTURA CREDITS

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FOREWORD | The first Ventura Lambrate event in Milan in 2010 was a breath of fresh air. It was a compact, walkable district hosting a cluster of well-chosen exhibitions and with the right mixture of seriousness and fun, with a good balance of upcoming designers and established names. Whereas other design districts in Milan have come and gone in recent years, Ventura Lambrate has gotten better and better, broadening its offering to include street cafes and restaurants so the experience has become akin to visiting a lifestyle festival, while retaining its offbeat spirit and resisting the overtures overbearing sponsors and bandwagonjumping corporations. I deeply admire the organisers of Ventura Lambrate, Organisation in Design, in their straightforward and unflappable yet warm and hospitable way of operating. Arriving at Ventura Lambrate always feels like a family reunion and there’s always a hug, a cold beer and a bullshitfree conversation waiting for me. It’s great to see Organisation in Design successfully exporting their Ventura Projects concept to other cities and design events around the world can learn from their honesty and integrity. Design is an industry much like any other but with Organisation in Design, business is always a pleasure.

Marcus Fairs Founder and editor-in-chief of Dezeen


VENTURA PROJECTS | EVEN IN OUR MODERN TIMES THERE ARE TALES TO TELL ABOUT BRAVERY AND COURAGE, GUTS AND GLORY. This book narrates the glorious stories and depicts the wonderful faces and beautiful locations of the Ventura Projects. The stories about Ventura Projects are stories about pioneers. The Ventura Projects are pioneering exhibition areas dedicated to seeking out the most promising designers from over the world. Whether they be individuals, studios, brands, galleries, institutions, academies or students, in the Ventura areas these prodigies and virtuosos can reveal their creations to a broad and design-minded public – in areas that are, at all times, curated with the greatest care. Over a brief few years, dozens of hands have constructed the Ventura Projects, hundreds of minds have invented new designs and thousands of eyes have beheld the resulting works on show in the Ventura areas. The Ventura Projects contain hundreds of thousands of stories: stories about the visitors, the exhibitors and our organisation. With so many wonderful stories to tell, we felt it is about time to gather them together and put them in writing. And that is exactly what this book is about to do.

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VENTURA: THE BEGINNING | LET US TAKE YOU BACK TO THE VERY BEGINNING OF THE VENTURA PROJECTS. Via Ventura is the name of a quiet street in the Lambrate district of Milan. A street lined with rusty car garages, an old radio station, white-painted galleries and gigantic, oily factory halls once used for building snow ploughs. The area was a rough diamond, which hardly anyone would have noticed a few years ago. But some people did notice it. In 2009 it was here, in this very Ventura street, that three people filled with dreams met each other for the first time. The first one was a visionary Italian architect called Mariano Pichler who was working on the redevelopment of the industrial Lambrate district. The other two were founder Margriet Vollenberg of Organisation in Design and Margo Konings (who left the company in 2014). Two adventurous Dutch women who knew the design landscape like the back of their hands on a quest to find a place to raise their great idea: a new design district for the Milan Design Week – the biggest, most important, design event on earth. The first “Ventura Lambrate” project (named after the English word for adventure and the Italian avventura) was to turn the quiet Via Ventura into a whole new and different kind of magnet for the design community and ruffle a few of Milan Design week’s glittering feathers in the process.

‘WE LIKED VENTURA LAMBRATE’S DISTRICT APPROACH: THE IDEA OF SETTING UP A BRAND NEW EXHIBITION PLATFORM IN A FORMER INDUSTRIAL AREA, CONSIDERED TO BE OUTSIDE THE CITY.’ DAVID DE WAAL - FORMER CONSUL OF THE NETHERLANDS 8


‘THE BRAVERY OF COMBINING THE YOUNG DESIGNERS WITH OLD EMPTY SPACES INSTEAD OF BLING BLING IS WHAT MAKES VENTURA.’ ANDRE AMARO - FOUNDER OF AMARO CREATIVE INDUSTRIES

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‘VENTURA LAMBRATE WAS DESIGNED WITH A SPIRIT WHICH IS DIFFERENT FROM THE ITALIAN ONE. ORGANISATION IN DESIGN HAS REALISED SOMETHING I STRONGLY BELIEVE IN.’ MARIANO PICHLER - (ITALIAN) ARCHITECT 13


MILAN – Every April, for as long as many

of us can remember, day-to-day life in Milan makes way for the legendary Milan Design Week, or the “Salone del Mobile”, to give it ito give its Italian name. Every year, the “Salone” is like the grand opening of the new design season, one where the entire global design community descends to share their projects, production and experiments in selected districts across the city. During this festive season, there is a unique district out on its own in the northeast that became essential visiting: the district called “Ventura Lambrate”.


VENTURA LAMBRATE | SO, LET US START BY TELLING YOU THE STORY OF VENTURA LAMBRATE. Ventura Lambrate was the first Ventura Project, it is the gemstone and the foundation of all the other Ventura Projects that have followed. On their quest to discover new places in Milan, pioneer Vollenberg and her team crossed borders, moved mountains, conquered disbelief and explored the city. The place they searched for had to serve a very special purpose: harbouring design exhibitions during the Salone del Mobile. One might wonder, why this bold and daring quest in the first place? Well, it was the designers themselves calling for change that started everything… Some years ago, a group of designers got restless; they felt estranged in the hectic circus of the Salone. They were longing for a new heimat where they could exhibit in a more creative and harmonious way. It was then Vollenberg and her companions who took it upon themselves to find this new home. And so it came to be that in 2010, the Ventura epoch began, when the new design district was created at the Lambrate location. And oh did it shake up the slumbering Salone giant: 20 major exhibitors moved away from the established districts to a hitherto unknown industrial area on the outskirts of Milan. The Lambrate district was not on the periphery for long. In the years that followed, Ventura Lambrate distinguished itself as a major alternative venue for contemporary design. The district reformed the Salone by opening more factory doors, old printing factories and galleries to provide a new platform for designers and their works, their concepts, their experiments. It was everything the design nation had never had before.

‘I THINK VENTURA LAMBRATE WAS NECESSARY, BECAUSE THERE WAS HARDLY ANY PLACE WHERE YOUNG DESIGNERS OR OTHER GOOD PROJECTS COULD PRESENT THEMSELVES WITHIN A REASONABLE BUDGET.’ JEROEN JUNTE - JOURNALIST & WRITER 17


When in Ventura Lambrate, you leave the real world behind and tumble into another world where creativity fills the streets. Chairs, tables, lights, clocks, textiles, ceramics, colours, materials, technical inventions and ingenious ideas appear in their most glorious forms flanked by designers, assistants, proud owners and representatives. In just six days each year, hordes of producers, buyers, directors, collectors and admirers, journalists, bloggers, stylists and photographers fill their heads, notebooks, contact databases and cameras with the fruits they gather in Ventura Lambrate. And what they find during those six, short days has a lasting effect!

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VENTURA CENTRALE | A CANVAS FOR FUTURE SUCCESSES Having successfully responded to the need of young and talented designers to present their work in Milan, Organisation in Design detected a new need in the design world. Creative established labels were looking for a new type of space in Milan in order to freely show their work and to set up site specific installations. At that same moment the Municipality of Milan asked to Organisation in Design to visit the abandoned warehouses of the monumental complex of Milan Central Station. Responding to the designers’ needs, Organisation in Design immediately saw the potential of this series of spaces that had been closed for over 30 years. Upon seeing this site for the very first time, Margriet Vollenberg and her Italian colleague Fulvia Ramogida knew they had found what they were looking for. It was almost like discovering a secret city, which had been lost in time up until this very moment and which was full of potential. Ironically, even the keys had been lost. We needed to open up each individual space, so each locker had to be broken. For the first time in decades the spaces saw daylight.

‘VENTURA CENTRALE SEES THIS RAW INDUSTRIAL SETTING BECOME THE BACKDROP FOR A CAREFULLY CURATED SHOWCASE OF INNOVATIVE CONTEMPORARY DESIGN IN THE HEART OF THE CITY’ INTERIORDESIGN.NET

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The spaces named Magazzini Raccordati were built at the beginning of the XX century as warehouses to receive and sort goods. After the decrease of rail transport they were converted into fish markets, food warehouses, even dormitories and bunkers during the Second World War. Over time the warehouses were gradually dismissed and abandoned. However, the 40.000 m2 empty spaces remained an iconic site for many Milan residents who in the past had worked there or used to go there for food shopping. The venue was waiting to flourish again and serve a new purpose. After all, it was situated but a few steps away from Milan Central station where 300.000 people still pass every day. Having stumbled upon this wonderful location, we faced two facts: on the one hand, there was this blank canvas with impressive rough spaces asking for a destination. On the other hand, there were new exhibition locations needed. It seemed like the time was ripe for a completely new design project: Ventura Centrale. In 2017 we launched the first edition of Ventura Centrale, which featured six exhibitions divided over eight abandoned warehouse compartments, used by exhibitors of vastly different backgrounds. The designers had the chance to bring the spaces back to life and were inspired by the surrealistic vaults and the mysterious atmosphere to create installations with a museum-like quality. Ventura Centrale set out to be anything but an ordinary trade fair. In fact, the whole project was about allowing the designs to interact with their surroundings and the charm of the overall setting. The temporary bar Sea Food Mobile, which was made from a converted rescue boat, was based in the centre and served luxury catering. Serving Sea Food in rough spaces that had not been opened for decades – Altogether this was quite an absurd scenery! The six projects made long queues and a sea full of visitors, and the exhibitions surprised us all with their unique and creative designs. The perfectly balanced fusion between the installations, the creativity of the designers, the visitors and this environment, made it to a success.

“MOST BEAUTIFUL EXHIBITION I’VE SEEN SO FAR” MARK YONG, PRESIDENT SINGAPORE FURNITURE INDUSTRIES COUNCIL


LENSVELT AND MAARTEN BAAS MAY I HAVE YOUR ATTENTION PLEASE? Lensvelt is a furniture production company that create creative designs to accommodate commercial needs; Maarten Baas is a ground-breaking Dutch artist and designer, best known for his ‘Smoke’ and ‘Clay’ furniture series. Together, they designed eight unique chairs. Their 101 chair was certainly one of the most unique pieces on display this year and won them the Milano Academy Award.

BAARS & BLOEMHOFF TRANSITIONS II

MATTEO ZORZENONI WITH MM LAMPADARI, NASON MORETTI AND SCAPIN SETS Matteo Zorzenoni styled seven illuminating sets, all of which featured products by three Italian manufacturers: lighting by MM Lampadari, blown-glass figures by Nason Moretti and furniture by Scapin. Staying true to the installation’s name, the set featured an harmonic variety of inspirational artifacts arranged according to specific color schemes, textures and shapes.

PANTER & TOURRON PASSAGES Swiss studio Panter & Tourron joined the unique platform of Ventura Centrale to draw attention to their ‘Passages’ project – a series of sculptural copper objects covered by black thermo chromatic ink. As part of the innovative design, hot bulbs illuminated these black surfaces to make the ink become transparent and reveal the raw copper underneath. The aim of the exhibition, produced by IQOS Pathfinder Project, was to raise awareness about the potential of heat as a design element and to highlight the importance of technology in design.

The astonishing works by six young Dutch designers added a great deal to the abandoned beauty of the location. With their interpretations of Baars and Bloemhoff decorative materials, David Derksen, Sabine Marcelis, Klaas Kuiken, Daphna Laurens, Paul Heijnen and RENS highlighted the relationships between space, products and materiality – all against the radiant golden backdrop of ‘Transitions II’.


LEE BROOM TIME MACHINE At first glance you would think you have been catapulted in a poetic and rarefied dreamland where your everyday classic carousel is slowly spinning around ; however, when taking a closer look at Lee Broom’s time machine, you would find a limited selection of totally white, well-crafted, state-of-the-art furniture combined with well-thought through lighting and accessories. The whole installation created a white glow in the depths of the Centrale Station in Milan to celebrate the 10th anniversary of this elegant and talented English brand.

SALVIATI WITH LUCA NICHETTO & BEN GORHAM DECODE/RECODE Perhaps one of the most recognizable installations of this edition, Luca Nichetto filled his rooms with totemshaped glass lamps. His modular glassware was created the basis of 25 base designs in over a dozen different colours. The luminous result consisted of endless unique combinations of colours, shapes and sizes and showed more than 7.000 glass pieces, all of which have been blown in Murano. Ben Gorham even created a special fragrance to enhance the space and give visitors a truly unique experience.

CHAISELONGUE ALEX ATELIER MENDINI FOR ECOPIXEL Ecopixel developed a unique method for recycling plastics. Using Low-Density PolyEthylene, Atelier Mendini created these surfaces and structures with pixelated appearance, custom to their designs. This is an excellent example of how materials can come together and exceed standard production processes.


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VENTURA | success stories THE STORIES WE ARE MOST PROUD OF ARE THE SUCCESS STORIES OF OUR EXHIBITORS And these are the stories we would like to tell you now. They are what defines the raison d’être of our Ventura Projects. The Ventura Projects exist to bring different worlds together in the same place at the same time. Worlds that have different landscapes, languages, rules and regulations. In the temporal Ventura haven, all travellers come together for one and the same reason: to meet each other. Designers looking for producers, manufactures for new prototypes, debutants to establish their names, journalists for new style trends, gallery owners for new talents, new graduates for new opportunities, museum directors for unique pieces, design studios for new commissions, brands for new collaborations and so forth. The best things are the surprises: an unplanned rendezvous between an exhibitor and a wandering visitor perhaps, that creates an unexpected spark, a conversation, an exchange of business cards, email contact, meetings, a proposal, a commissioned project or a collaboration. Whilst it is us, the organisation, who create the scenery of each Ventura Project, it is the exhibitors who are the main characters in our tales. So let us show you Ventura Lambrate through the eyes of these main characters…

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VIJ5 It was at Ventura Lambrate that Peugeot’s design team discovered the NewspaperWood material shown at a joint exhibition by Vij5 and Mieke Meijer. Through this, Vij5 and Mieke Meijer were commissioned by Peugeot to create a complete interior for a new Peugeot concept car in NewspaperWood. The Peugeot Concept Car was launched during the Paris Motor Show. This gave Vij5 and Mieke Meijer the confidence to join forces and found a new company, NewspaperWood BV, dedicated to the production and development of their NewspaperWood material. The collaboration between NewspaperWood and Peugeot still continues.


‘I HAVE BEEN INTRODUCED TO MANY EXHIBITORS IN VENTURA LAMBRATE FOR THE FIRST TIME, WHICH SUBSEQUENTLY I HAVE THEN STARTED FOLLOWING UP FOR POSSIBLE COLLABORATIONS.’ JANA SCHOLZE - CURATOR OF CONTEMPORARY FURNITURE

CARWAN GALLERY Ventura Lambrate has also been a success story story for the Lebanese gallery Carwan. It was at Ventura Lambrate that they presented their first ever exhibition abroad. The following year they returned to Lambrate and affirmed their justly-earned success with an amazing press event that gathered a prominent crowd from the design world. Launching their gallery on the international stage at Ventura Lambrate was a turning point for Carwan. After only four years they were published widely across a whole range of different media and listed as one of the top ten design galleries in the world.

HOZAN ZANGANA

DANISH CRAFTS, MINDCRAFT

THE ACADEMY OF ARTS, ARCHITECTURE AND DESIGN IN PRAGUE

Several of the participants in the Danish Mindcraft exhibitions achieved great success with their presentations in Ventura Lambrate as part of MINDCRAFT. The “Haiku Sofa” by designer duo GamFratesi, for example, was discovered by Fredericia Furniture and is now one of their bestsellers. The international design company Trip Trap picked up Christina Liljenberg’s chair “Georg” during Ventura Lambrate, which has since led to an entire collection of this series. And Eske Rex’s great Drawing Machine was discovered by the Parisbased Gallerie Maria Wettergreen and later shown in Basel as part of Design Miami/Basel.

The renowned Mint gallery in London visited the exhibition space of AAAD Prague, a design school from the Czech Republic that was part of the Ventura Academies venue. As a result, the gallery’s owner invited some of the students to present their projects at the Mint gallery during the London Design Festival.

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Debutant Hozan Zangana presented his work for the first time internationally at Ventura Lambrate, which brought him great recognition. Thanks to his appearance in Lambrate, the Boijmans van Beuningen Museum in Rotterdam, the Netherlands, approached him and included his “Haft Sin” collection in one of their exhibitions.

ANALOGIA PROJECTS The young Italian/UK studio Analogia Project was invited by Ventura Projects to create a special project at one of the gallery spaces in Lambrate. Here, their poetic installation work was discovered by Hermès Paris, which resulted in a commissioned project for the Hermès stores in Milan, Tokyo and Dubai the year after. Analogia Project were also scouted by many others and landed assignments for the Victoria & Albert Museum London, Design Days Dubai, M.A.D.E. Brazil, the London design shop Mint and the London gallery 19 Greek Street quickly followed.


STUDIO WM Dutch duo Studio WM has gained considerable recognition following successive presentations at Ventura Lambrate for three years in a row. Their chairs are now produced by, and part of the collection of, MENU A/S, and a lamp will follow soon. They were also approached to start teaching furniture design at the renowned Royal College of Art in The Hague where they have been for three years now. In addition, they were contacted by several other brands to start future collaborations and are now successfully selling their products under their own label “Studio WM�.


SAYAR & GARIBEH Ventura Lambrate was a major transition in the lives of the designer duo Sayar & Garibeh. Their participation at Ventura Lambrate brought them a lot of different opportunities. Beside the opportunities and the exposure, Sayar & Garibeh meet a lot of designers. This convinced the designers that they were on the right track.

LABEL/BREED Their first presentation at Ventura Lambrate 2015 brought LABEL/ BREED a lot; over 40 publications, more than 200 press contacts and at least 10.000 visitors who visited their stand. The impact of their presentation at Ventura Lambrate has been immense. Milan was the perfect place to profile themselves and to gauge the response of an international public

HEAD GENÈVE The presentations of HEAD – Genève, Geneva School of Art and Design were extremely successful during Ventura Lambrate and were mentioned in numerous media worldwide. Films made by the students has been broadcasted on many television channels, lately on FutureMag on ARTE. One exhibitor met a Swiss laboratory lately to develop his project further.

FORM & SEEK Ventura Lambrate has been a platform for Form & Seek to show their new ideas and experiments to the world. Since their last two shows at Ventura Lambrate, members of Form & Seek collective have had opportunities to take part in prestigious events and exhibitions. Through their presentation at Ventura Lambrate, Form & Seek have been commissioned to design their work for desirable clients and have been able to build their reach to a wider audience.

ROBERT SIRONI Debutant Robert Sironi presented his work for the first time internationally at Ventura Lambrate, which was the perfect context for him to tell stories made of materials, craftsmanship and experimentation. Ventura Lambrate was the place for Robert Sironi to meet and introduce his project to important journalist, critics, buyers and galleries. With success, because his projects are now presented in design galleries and concept stores. Ventura Lambrate has brought Robert Sironi great opportunities in the design world.

‘IN 2011 I WAS PART OF VENTURA LAMBRATE FOR THE FIRST TIME. EXCITED THAT THE DRAWING FOR MY FIRST CITYLIGHT FINALLY BECAME A PHYSICAL SCULPTURE, I PROUDLY EXHIBITED THIS BRONZE PIECE. THE RESPONSE WAS OVERWHELMING! BY SHOWING MY WORK AT VENTURA LAMBRATE I DID NOT ONLY MEET INTERESTING PEOPLE IN THE FIELD OF DESIGN, IT EVEN ESTABLISHED THE COLLABORATION WITH THE GALLERY THAT SUCCESSFULLY REPRESENTS ME TO THIS DAY’ FREDERIK MOLENSCHOT OF STUDIO MOLEN


WANDSCHAPPEN The “Viltplanten” (felt plants) by Wandschappen were discovered at Ventura Lambrate by MAX&Co, a well-known Italian fashion brand. As a result, Wandschappen was commissioned to create a special series of the Viltplanten in colours connected to the current collection of MAX&Co. These special editions of the Viltplanten were then shown in the flagship store in the centre of Milan.

MAARTEN BAAS Instead of presenting a tangible object, Dutch designer Maarten Baas left the beaten track at Ventura Lambrate to present his playful “AnalogDigital” app. Priced at 99 cents this was probably the “cheapest” design ever launched in Milan! For the duration of the Milan Design Week, Baas’ app was in the top three most downloaded utility application in the world. And his downloadable app is still up and running!

JENS PRAET Belgian designer Jens Praet was scouted by Industry Gallery from Washington D.C. in the USA at Ventura Lambrate and was invited by them to do a first solo exhibition with the pieces he showed in Ventura Lambrate. Ever since they have had an ongoing and fruitful collaboration.

‘WHAT I LIKE BEST ABOUT VENTURA LAMBRATE IS THE DIVERSITY OF DIFFERENT QUALITIES OF DESIGN, HAVING THE BIG EDUCATIONAL ASPECT OF STARTING DESIGNERS, GROWING TO A COMPANY THAT GETS INVOLVED.’ JURGEN BEY - DESIGNER

(STUDIO MAKKINK & BEY)


JOLAN VAN DER WIEL Dutch designer Jólan van der Wiel came to international attention with the launch of his Gravity Stool, which he produced in situ with his Gravity Machine during Ventura Lambrate. He was widely praised and, amongst other recognitions, nominated for “Design of the Year” by London’s Design Museum and invited to present his work at Mint gallery in London. His presence at Ventura Lambrate boosted the sales of his pieces and brought him a great deal of ongoing press coverage in popular magazines such as Domus, Interni, Wired and Dezeen.


VENTURA | food Nobody can digest even the greatest designs on an empty stomach. Without lunch, aperitifs or supper, a Ventura Project would be like a machine without the oil. Luckily there are chefs and cooks on hand, who are actually mostly designers in disguise with ladles in their hands. Or at least, that applies to those chefs we found! In Ventura, we have seen them working some amazing magic: transforming old vans into

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food oases, mixing industrial quantities of pancake batter in cement mixers, initiating potato-peeling competitions to keep up with the demand for frites , serving espressos from an old pirate boat, moulding skulls out of chocolate, spinning old records and dressing up their guests in blue shirts before serving them food. And that is without even mentioning the absolute deliciousness of their food‌


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THE INTERSECTION OF FOOD AND DESIGN WAS A BIG THEME AT SALONE THIS YEAR, PERHAPS BECAUSE THE WORLD EXPO OPENS IN MILAN IN MAY UNDER THE BANNER “FEEDING THE PLANET”. THE VENTURA LAMBRATE SATELLITE FAIR HAD A BEVY OF DESIGNERS WORKING WITH FOOD. THE ECONOMIST 47


VENTURA | publishing Some of the Ventura Lambrate venues are still filled with dusty old darlings. In a partly abandoned printing factory – now one of our beloved exhibition halls – we discovered some majestic Heidelberg printing presses still tempting with their glory. As if the Heidelbergs were a sign, it wasn’t long before a group of writers, editors, graphic designers and photographers knocked on our door and asked to create a temporary office next to the old printing presses. It was from here that they brought the “Ventura Lambrate Today” newspaper to our exhibition area. The daily ongoings of the Ventura event were now captured for both news and posterity on 10,000 copies of the crisply printed paper: from faces of exhibitors and visitors to funny incidents and real conversations. With its own daily newspaper, Ventura Lambrate felt even more like a small peaceful town in the mornings before the rush, where people picked up their coffee together with the paper and started their day in one of the courtyards reading about what happened the day before and what the new day at Ventura Lambrate would bring. It is just such enterprise, enthusiasm and commitment that has made the Ventura Lambrate such a special time and place each year. Sometimes this commitment has surprised even us: like when we saw the entire fellowship tattooing the name of the newspaper on their arms. It was a bold, tough gesture that was also heart-warming!


‘AT VENTURA LAMBRATE THERE IS ROOM FOR EXPERIMENTS, ROOM FOR THE STORIES, ROOM FOR THE PROCESSES, ROOM FOR THE DESIGNERS THEMSELVES TO TELL THE STORIES, ROOM FOR CROSS OVERS.. INSTEAD OF ONLY SHOW, SHOW, SHOW.’ MARTIJN PAULEN - DIRECTOR DUTCH DESIGN WEEK 51


One of the collaborations that we are particularly proud of involves the booklets we published for Ventura Lambrate each year. We have worked closely together with multiple graphic design companies to create a new and recognisable look for every edition. By combining unique typefaces and textures we have managed to create booklets that artfully reflect their subject matter. In fact, one of these booklets is now a part of the museum collection of The Stedelijk Museum Amsterdam!

VENTURA LAMBRATE 2017

FLOOR PLAN INSIDE! 52


VENTURA | themes LIKE EVERY FAIRYTALE, EVERY DESIGN PROJECT HAS ITS OWN THEME, A CONCEPT UPON WHICH THE PROJECT IS BUILT. And with hundreds of design projects submitted for selection for each Ventura Project, we started to see certain patterns emerging with some projects. These are themes that have taken shape against the backdrop of social and economical changes. Sometimes the tendencies among the submitted projects were so strong that we decided to dedicate an entire building to the theme, to enhance the story of the selected projects. In the year 2013, the “Ventura At Work” venue was dedicated to designers who showed great courage by not following the standard production paths anymore. When these designers drew a blank in their search for a good manufacturer, they decided to design the machine or techniques they needed to produce their own products as well. Ventura At Work gave them broader exhibition possibilities: to present their “behind the scenes” endeavours, to work in situ and to show how they invented, designed and managed their own instruments, machines, materials, tools and techniques. A year later, in 2014, we created “Ventura Team Up” after receiving a staggering amount of projects that we were accomplished via all kinds of collaborations. After seeing more and more young designers teaming up with each other, we found we were also seeing designers who had teamed up with scientists, with small-scale production companies from their hometown, or with a group of refugees. Stepping outside their discipline borders, these designers brought us new faces and approaches from outside of the designers’ usual world.

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‘VENTURA LAMBRATE VERY QUICKLY BECAME THE GO TO PLACE FOR CONCEPTUAL, EMERGING AND EXPERIMENTAL DESIGN.’ DAN RUBINSTEIN - JOURNALIST 56


SHOWCASING NEW DESIGNERS | Ventura Composed ‘THERE IS A BREEZE OF FRESHNESS AND YOUTH AROUND VENTURA LAMBRATE AND THAT IS WHAT MAKES EVERYBODY HAPPY IN THE END.’ KIKI VAN EIJK - DESIGNER

Starting from the second edition of Ventura Lambrate in 2011, Organisation in Design noticed that young designers, often newly graduated and with just one or two tiny projects in their portfolio, were struggling to find an affordable and at the same time prominent and well communicated location to present their work during the Milan Design week. This is why we launched the Composed Exhibition formula: a special section to a selection of upcoming designers. For example in 2016 this exhibition was located at Via Privata Oslavia 7, styled by the colourful Studio IJM who designed the flooring, textiles and pedestals. This became a recognisable part of the exhibition, where starters and lesser known designers could still get the exposure that they deserved and were easily recognisable for press, trend setters, art directors and design professional looking for new contacts and never seen before ideas.


VENTURA Accademies Ventura Lambrate has been the first curated design circuit of the Milan Design week. From the beginning of this adventure we wanted to offer a stage to emerging trends and talents. In 2010 the first edition of Ventura Lambrate counted amongst its 22 exhibitors the Design Academy Eindhoven, Royal College of Art and ArtEZ. Year by year the number of exhibitions by international design academies grew exponentially. They called on Ventura Lambrate to show the work of their graduates to a professional audience and to help them present themselves to new potential students. Over the years, we have exhibited the works of students from renowned art schools such as: The Academy of Arts, Architecture & Design in Prague, Central Saint Martins in London, Design School Kolding in Denmark, Aarhus School of Architecture, Bezalel Academy from Israel, Lapland University, Design Soil from Tokyo, Head Geneve, KABK Den Hague, Via Denmark, Ied Madrid... leading up to a total of 48 Academies taking part in Ventura Lambrate (and a lot of them recurrently)! These young designers have become a major source of innovative ideas and new creative processes at the Ventura Projects. This all ties in with our mission to introduce new generation designers to the design profession. At Ventura Projects, young academics learn to distinguish themselves through their work, to generate sales leads and to establish lifelong relationships.


VENTURA | specials It is in the décor and the details we can captivate what makes Ventura so special. Composing a design district is one thing, but to give it its unique character you have to listen to your gut feeling and colour outside the lines. So that is what we did, without following any rules, just because it felt good, because we know some things were just right for our Ventura. There was this one time when we built an entire Ventura Bar, decorated by DHPH with pieces by Maarten Baas, Bertjan Pot and Fabien Dumas.

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Another time we threw an enormous dinner together with Andre Amaro for 150 of our designer friends. Then when Tobias Gutmann came by with his hand-painted portrait-making Face-o-Mat or TaliaYstudio & Jonas Bohatasch’s Thermobooth that only takes pictures when people kiss. Once we filled our press desk with poetic “The Curator’s’ Choice” objects. And of course there was that time when we presented Analogia Project’s experimental wire installation. And then all the other times when…


Another site-specific installation that really killed it was the ‘Criminal Aesthetic Fashion Soundsystem’ by Daniel González. With his colourful machine with music, lights and an iconography of sequins and spray paint in a unique speaker format, Daniel González reminds us to enjoy our everyday activities and experience beauty in daily life. Equally evoking was the inspirational exhibition ‘FETISHISM” by Lidewij Edelkoort. Her eerie looking items can be interpreted as visual commentary on

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the tendency to attach a spirit to physical objects that we encounter on a daily basis – which, in that sense, have become ‘fetishes’. This concept is particularly relevant in a world where we have started using devices to stay connected to each other.


MILANO DESIGN AWARD Each year, when Milan becomes the centre of the design world as celebrated designers present their latest works and collaborations, an international jury selects the best exhibition designs. The jury looks closely at the installations in terms of concept, use of technology, storytelling, engagement and innovation. Commonly referred to as ‘the Oscars for designers’, this Milano Design Award represents a desire to both document the evolution of emerging design trends and to recognise the work of the international community of design. The Milano Design Award is supported by the Municipality of Milan and by the main organisers of Fuorisalone. .

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Considering the fact that Ventura Projects aims to involve precisely those brands and designers who have the potential to surprise the public with unique and innovative installations, it is not surprising that participating designers have been both nominated for and awarded the Milano Design Award on more than one occasion. We would like to take this opportunity to shed light on some of the performances at Ventura Lambrate and Ventura Centrale that have recently been nominated, both to celebrate our mission to help designers make a lasting impression and to form the basis for future projects and collaborations


LENSVELT CONTRACT BV & SPACE ENCOUNTERS “BORING COLLECTION” By taking European standards in consideration while trying to minimise their impact, Space Encounters and Lensvelt assembled a line of archetypal office furniture. Hans Lensvelt: “Because it’s not about furniture. It’s time to put everything else front and centre: the interior design, the view, that other great chair, the pictures on the wall, the people.” The show was rewarded by the jury for “the ability to imagine a new narrative way to the office-product. The project is a simple but effective conceptual innovation with starts from a stereotype to turn it into a playful and engaging experience”.

JELLE MASTENBROEK ”DATA ORCHESTRA” Influential companies collect more and more data from consumers to process and even trade them. Indirectly, personal details serve as a new sort of currency and are therefore not personal anymore. Data Orchestra achieves the contrary with an intimate and personalised living room concert that celebrates identity and reminds us to give personal information with greater care. The project has been rewarded because of its capacity to unite and distil poetry and technology, creating the most classic domestic products through a technology that is now in the reach of everyone and which has been synthesized by the designer in a surreal and unique, but extremely topical, experience.

MATERIAL FUTURES Graduates of Central Saint Martins exhibited projects that stand on the threshold of craft, science and technology, working harmoniously together in terms of material and process. On the merit of their futureforward approach to design, these young designers received a well-earned nomination for the Milano Design Award. We can proudly say that it is because of forward looking emerging talents that the Ventura Lambrate district became such an important host to conceptual projects and presentations.

REDO SUPER SUPERMARKET Former students of Design School Kolding (DK) designed this supermarket to look like an ordinary supermarket. However, upon looking closer, you would find that Susanne Nors, Alberto Bellamoli and Sisse Falter actually presented the products in an out-of-the-ordinary fashion – for example, soft leather formed the basis for a roll of toilet paper, and products were placed in long aisles or packaged in new boxes. Their use of real production waste showed an experimental approach to material that is rarely seen and highly imaginative.

MAY I HAVE YOUR ATTENTION, PLEASE? With his installation for Lensvelt, Maarten Baas filled one of the old warehouses of the Central Railway Station with dozens of megaphones accompanied by the sound of unintelligible whispers. This collaboration between Lensvelt and Baas won the Best Concept award because of its critical outlook on our digital age and the constant cries for attention that come with it.

DECODE/RECODE In one of the spaces of Ventura Centrale, Salviati’s Decode/ Recode designed by Luca Nichetto and Ben Gorham invited visitors to an impressive compilation of mouth-blown glass objects in a beautiful array of bright colours. Contrasting with the giant walls of translucent textile, and a daring exploration of modularity with glass, this was a sight to be seen among several striking installations at the exhibition.

‘BECAUSE IT’S NOT ABOUT FURNITURE. IT’S TIME TO PUT EVERYTHING ELSE FRONT AND CENTRE: THE INTERIOR DESIGN, THE VIEW, THAT OTHER GREAT CHAIR, THE PICTURES ON THE WALL, THE PEOPLE.’ HANS LENSVELT


VENTURA ABROAD | THINK OF THE VENTURA PROJECTS AS A BIG FAMILY OF BROTHERS AND SISTERS. One year after our first Ventura Lambrate, we returned to Milan with our second edition. It was then that the design nation understood that Ventura was not just a six-day wonder. Spurred on by the praise and the many request for more Venturas, we started to imagine journeys to other places beyond Milan. Places where we could unleash unpolished creativity alongside the flawless presentations of brands and labels at professional furniture fairs – like the Salone. Could we do the same again? Raise a Ventura district beyond the borders of our hometown Milan? It did not take long before we took the second leap, and within five years Ventura had grown into a real Ventura Family. As the one that started the Ventura engine, Ventura Lambrate clearly set the example. Ventura Berlin was the first one that dared to go abroad, followed by Ventura Interieur, Ventura London and Ventura New York – the Dutch edition. Ventura Centrale and Ventura Future are the latest creations in Milan. And, last but not least, the family will embark on a new adventure in the Middle East with Ventura Dubai.

‘FOR DESIGN IT’S ALWAYS VERY IMPORTANT TO EXPLORE NEW GROUNDS AND DEVELOPMENTS. AND I THINK VENTURA PROJECTS OFFERS A WELCOMING, CREATIVE REFRESHMENT COMPARED TO THE MORE OLD FASHIONED FORMAT OF THE FAIR PARTS. ’ LOWIE VERMEERSCH - DESIGNER & PRESIDENT OF BIENNALE INTERIEUR FOUNDATION

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VENTURA | New york the Dutch edition Ventura New York was brought into existence in response to a very specific request from the Dutch Consulate in New York. Before the recession took its toll, Dutch design had been a household name in the design world in New York for many years. The fact that these influences had been in decline since the recession of 2008 did not go unnoticed by the Dutch Consulate. So when the time came, they called upon Organisation in Design to organise an event that would once again draw attention to the marvels of Dutch design as we know it. Ventura New York can be seen as one of the more adventurous projects launched by Organisation in Design in the name of Ventura Projects. One of the reasons for this has to do with the fact that the exhibition was to include Dutch brands exclusively, which has had a lot of impact on the funding of the fair and on how the prospective designs eventually came about. The first edition showcased fourteen renowned designers/studios from Dutch origins. Joining the already existing NYCxDESIGN through Wanted Design, we exhibited precisely those creative works that one would expect coming from outside the established order. Looking back, though, you can really see what Dutch design looked like in 2016. The exhibition revolved around the following themes: cultural diversity, unconventional use of modern technology, and the use of design processes as a final product. These themes represented for us the potential of Dutch design, which has always been one of the most innovative and brave fields of expertise.

A RESEARCH INTO DIFFERENT MATERIALS, NEW AESTHETICS AND INNOVATIVE SOLUTIONS, DISCUSSING THE FUTURE OF DESIGN, ELLE DECOR ITALY


In terms of audience, Ventura New York was a particularly fruitful event. Many visiting art producers were looking to buy designs immediately or proposed to initiate collaborations straight away. Of course, this direct approach bodes very well with Dutch businesses and start-ups. It is therefore not surprising that a second edition was held one year after the first, with more talents showcasing their work and new themes being explored. Seventeen exhibiting designers, two of which also participated in the first edition of Ventura New York, helped us form a solid basis for new collaborations between designers and architects, galleries, private buyers and helped us get Dutch design back on the US map. We reinforced already existing connections, made new contacts and introduced a whole new generation of the best designers. As such, organising Ventura New York felt like a real homecoming to us.

Local galleries and designers supported our cause in ways we could not have predicted, and in New York we made sure the week was as educational as possible for our own designers by putting them up for inspiring workshops varying from business coaching to networking courses. We thought this would be exactly the kind of activity that would add depth to the whole experience of being an exhibitor at Ventura New York. As a company specialised in PR and consultancy we take our role as art director and initiator very seriously. We feel that it is our job to make our designers feel at home and comfortable with the attention they receive on the basis of their creative efforts. All follow-ups and new connections are viewed as partly our responsibility and we take it upon ourselves not only to coach the participants, but also to help them gain success beyond the periphery of just one event.


VENTURA | london An old 1950’s post office in the centre of London is Designjuction’s fair venue during the London Design Festival. The venue was not particularly charming at first sight, but its walls contained such a strong industrial soul that we knew at once: this is a Ventura venue. We had been longing to go overseas, to the rich soil of the island whose designers are often more experimental and conceptual than elsewhere. And during the late summer days of 2014 we went to join our new British ally. With Ventura London we celebrated London’s wealth of excellent conceptual and experimental design that was often buried beneath the strong presence of commercial design. Every field needs its haute couture and without its experimental pioneers the design field loses its sharp edges. Ventura London might have been more abstract that Berlin or Interieur, with its material tests, new techniques and work still in progress, but our youngest Ventura was definitely the most edgy one we have put up so far.

‘I SEE VENTURA PROJECTS GROWING INTO A TRAVELING DESIGN PLATFORM WITH A UNIQUE PROPOSITION IN THE FIELD.’ ANNE VAN DER ZWAAG - DIRECTOR OBJECT ROTTERDAM


After the autumn in Berlin and a third spring in Milan, we continued our journey to the rather lesserknown city of Kortrijk in Belgium, where the rather well-known Biennale Interieur holds sway in the even-numbered calendar years. The sleekness of this professional furniture fair was a new landscape for our Ventura Projects that, until then, only had taken place in abandoned factories, small galleries, garages and airport hangars. Yet, for its 2012 edition, the Biennale created a shuttle passage from the fairground to Kortrijk’s historical city centre – the “Buda Island” – to include the beautiful buildings of this island as exhibition venues. With Ventura

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Interieur we started to understand that established furniture fairs and their visitors were in need of an area with fresh talent and pioneering thinkers within their overtly commercial environments of the fairs. On the Buda Island and in the fair building itself, we dedicated areas to this need and presented individual designers, small design studios, creative talents and fresh graduates. In return, the Biennale proved to be a very fertile soil for our exhibitors to meet producers, manufacturers, retailers and buyers. Yes, it was a very wise decision to create an alliance with the Biennale.

VENTURA | interieur


VENTURA | berlin From Milan, we travelled northwards and slightly to the east as our Ventura quest led us to wild and wonderful Berlin, to the gates of the great former Tempelhofer Flughafen. Never before had we entered such a magnificent building. In the fall of 2011, it was here in this former airport, during the furniture tradeshow Qubique, that we built our first Ventura Project outside Milan: Ventura Berlin. With Ventura Berlin we explored the versatility of the Ventura concept. To counterbalance the tradeshow’s great line up of labels and brands we chose to invite individual designers and design galleries with projects that were not (yet) in production. With all the single-project pieces we created a “composed exhibition” that looked like a runway – the predecessor of the Ventura Platforms we later introduced in Lambrate. This approach became the gateway for visitors, and even the labels and brands in the neighbouring halls, to scout new design talents straight from our runway.

‘WE WANTED TO HAVE A MORE CREATIVE AND ART ORIENTED PART AT THE FAIR, WHICH WAS SOMETHING THAT WE WOULD NOT HAVE BEEN ABLE TO CREATE AT THE FAIR WITHOUT VENTURA BERLIN.’ RUBEN HUTSCHEMAEKERS: CO-FOUNDER OF QUBIQUE BERLIN


‘VENTURA LAMBRATE IS THE PLACE FOR YOUNG DESIGNERS AND ACADEMIES, IT GIVES A CREATIVE ENERGY.’ MAARTEN BAAS - DESIGNER

In 2010, when our quest was just beginning, we made a promise to ourselves: Ventura would never become sleepy; Ventura would never become dry and boring. And so, in the spring of 2014, the “rebel” of the Ventura Family made its first appearance. When the design nation thought they finally understood the Ventura Lambrate concept, it was Ventura X that made clear Ventura is always full of surprise – and this time, it was show time! Ventura X took up residence outside its own Lambrate borders in the cultural district 5VIE, once more leading the

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design nation to a new and unfamiliar location in Milan. Upon arrival, our guests were welcomed by Maarten Baas, the Dutch designer with a love/hate attitude towards the Salone del Mobile. Dressed up as a circus director (criticising the circus the Salone has become) he entertained the design crowd at Milan as they had never been entertained before. He gave them a bursting circus filled with abnormal and eccentric designs, roaring: “Ladies and gentlemen, it’s show time! Come and let us entertain you with this year’s harvest of our finest products!”

VENTURA X


VENTURA MEDIA | IF YOU HAVE IT, FLAUNT IT. Having established long-lasting relationships with our international media partners, we have had many wonderful opportunities to show the world that we are a major contributor to the field of design. Magazines, newspapers, blogs and videos – journalists do not simply tell the stories we create, but they also demonstrate how each of these stories is relevant today. Throughout the years we have been overwhelmed by the number of international publications about our Ventura Projects and the participating designers. Our press reports continue to grow each edition with a vast amount of media outlets showing interest in our exhibition areas, which consist of high quality products, innovation and distinguished design. 
In recent years we have seen many interviews pass in review with designers who have enjoyed working with us recounting the successes in the aftermath of the exhibitions. The stacks of publications will always be as high as our ambitions, but we are especially proud of our participants for creating designs worth telling stories about.

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‘IT HAS ALWAYS BEEN VERY GOOD AND FUN TO WORK WITH VENTURA PROJECTS, ESPECIALLY BEING A MEDIA PARTNER FOR VENTURA LAMBRATE. NO MATTER HOW BUSY THEY WERE, THEY HAVE ALWAYS FOUND TIME TO HELP ME.’ DAN RUBINSTEIN - JOURNALIST

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‘VENTURA LAMBRATE IS VERY STYLISH, ORGANISED, POLITE, ON TREND AND KNOWS WHAT´S IMPORTANT.‘ KATIE DOMINY- CO- FOUNDER & DIRECTOR AT ARTTHREAT.NET


VENTURA FACTS | EVEN FAIRY TALES CAN BE PRESENTED IN FACTS AND FIGURES. VENTURA LAMBRATE VISITORS

LOCATIONS

SQUARE METERS

2010 | over 30.000 2011 | over 60.000 2012 | over 60.000 2013 | over 80.000 2014 | over 80.000 2015 | over 100.000 2016 | over 100.000 2017 | over 115.000

2010 | 8 2011 | 12 2012 | 13 2013 | 15 2014 | 19 2015 | 19 2016 | 20 2017 | 18

2010 | 5.000 m² 2011 | 9.000 m² 2012 | 13.000 m² 2013 | 10.000 m² 2014 | 13.000 m² 2015 | 13.000 m² 2016 | 12.000 m² 2017 | 7000 m²

REGISTERED JOURNALISTS

EXHIBITIONS

DESIGNERS

NATIONALITIES

2010 | 22 2011 | 48 2012 | 90 2013 | 66 2014 | 77 2015 | 176 2016 | 161 2017 | 126

2010 | 236 designers 2011 | 315 designers 2012 | 600 designers 2013 | 795 designers 2014 | 600 designers 2015 | 950 designers 2016 | 935 designers 2017 | 750 designers

2010 | 4 2011 | 17 2012 | 33 2013 | 30 2014 | 39 2015 | 36 2016 | 29 2017 | 36

2010 | 500 2011 | 1.000 2012 | 1.000 2013 | 1.200 2014 | 1.350 2015 | 1.500 2016 | 1873 2017 | 2000

SPECIAL PROJECTS

MILANO DESIGN AWARDS

2012 | Analogia #3 2013 | Curators’ Choice 2014 | Ventura X BAAS IS IN TOWN 2015 | Shop by CROWDY HOUSE 2016 | Shop by CROWDY HOUSE

2014 | Best Tech: Logotel Best Impact: BAAS IS IN TOWN by Maarten Baas 2016 | Best Technology: Jelle Mastenbroek Best Concept: Lensvelt & Space Encounters

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VENTURA CENTRALE 2017

Visitors | 35.000 Installations | 8 Square meters | 2418 m²

MILANO DESIGN AWARD Best Concept: | MAARTEN BAAS by Lensvelt

VENTURA NEW YORK THE DUTCH EDITION

2016

2017

Visitors| 16.000 Designers | 14 With the support of | The Consulate General of the Netherlands and Creative Industries Fund NL

Visitors| over 18.000 Designers | 17 With the support of | The Consulate General of the Netherlands and Creative Industries Fund NL

VENTURA LONDON 2014 Visitors | 25.000 Designers | 43 Exhibitions | 31 Nationalities | 14

VENTURA INTERIEUR 2012

2014

Visitors | 24.000 Exhibitions | 70 Designers | 140 Locations | 3 Special Projects | Live Photobooth Square meters | 3.000 m²

Visitors | 25.000 Exhibitions | 76 Designers | 120 Nationalities | 14 Locations | 2 Square meters | 3.000 m²

VENTURA BERLIN 2011

Visitors | 15.800 Exhibitiors | 38 Square meters | 800 m²

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VENTURA FUTURE | A GREAT TALE DOES NOT ALWAYS MEAN THAT THE STORY HAS ENDED INSTEAD OF GRACEFULLY SIGNING OFF WITH “THE END”, HERE IS WHERE THE FUTURE TALES OF VENTURA BEGIN!

‘VENTURA LAMBRATE IS JUST AN ENOURMOUS AMOUNT OF FUN. IT FEELS SO EXHAUSTING IN TERMS OF WORK BUT IN THE END IT´S WORTH IT IN SO MANY DIFFERENT WAYS. IT’S REALLY HARD TO THINK OF NOT GOING NEXT YEAR.’ SARAH K, - DESIGNER & CURATOR

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VENTURA CREDITS | PHOTOS BY COVER Claudio Grassi

CONTENT

Organisation in Design Claudio Grassi Ilco Kemmere Nicole Marnati Lisa Klappe Tobias Gutmann NienAnn Chloe van Diepen Paola Amabile Kaitey Whitehead Passi Carlotta DAILIESONTOUR Giacomo Valentini Nick Thompson Kazoe van den Dobbelsteen Sindayiganza Photography Donata Zanotti Matteo Cogliati Stefano Tripodi Walter Gorini

TEXT BY

DRAWING BY

LAY-OUT BY

Lisanne Fransen Katharina Bรถhler Gemma Aartsma

MILAN MAP Merel Boers

Janis Riekhoff Ilaria Casetto

SPECIAL THANKS TO All of the contributors who shared their stories, opinions and experiences with us about Ventura Projects and in doing so made this book possible! 96


Profile for Ventura Projects

Ventura Projects | Storybook  

The Ventura Projects story. Go to the website for more information: www.venturaprojects.com

Ventura Projects | Storybook  

The Ventura Projects story. Go to the website for more information: www.venturaprojects.com

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