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STORYBOOK


VENTURA


A INDEX | FOREWORD P. 4 VENTURA PROJECTS P. 6 VENTURA START P. 8 VENTURA LAMBRATE P.16 success stories P.20

food P.32 publishing P.34 themes P.38 platforms P.42 specials P.44

VENTURA ABROAD P.46 berlin P.48 interieur P.50 london P.52 x P.54

VENTURA MEDIA P.56 VENTURA FACTS & FIGURES P.62 VENTURA FUTURE P.64 VENTURA CREDITS P.66


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 got 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 bandwagon-jumping corporations.

The organisers of Ventura Lambrate, Margo and Margriet of Organisation in Design, have become great friends over the years and I deeply admire 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 bullshit-free conversation waiting for me.

It’s great to see them successfully exporting their 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 Margo and Margriet, business is always a pleasure.

Marcus Fairs Founder and editor-in-chief of Dezeen

4


VENTURA

EVEN IN OUR MO TO TELL ABOUT B AND GLORY.


A PROJECTS |

ODERN TIMES THERE ARE TALES BRAVERY AND COURAGE, GUTS This book narrates the glorious stories and depicts the wonderful faces and glistening places of the Ventura Projects. The stories about the 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 nation – 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 organisation, the exhibitors and our visitors. 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

LET US TAKE YOU BA BEGINNING OF THE VENT 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 Margriet Vollenberg and Margo Konings of Organisation in Design. 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 DI THE IDEA OF SETTING UP A BRAN PLATFORM IN A FORMER INDUSTRIA CONSIDERED TO BE OUTSIDE THE CIT

DAVID DE WAAL 8


A START |

ACK TO THE VERY TURA PROJECTS.

ISTRICT APPROACH: ND NEW EXHIBITION AL AREA, TY.’

- CONSUL OF THE NETHERLANDS


‘THE BRAVERY OF COMBINING THE YOUNG DESIGNE EMPTY SPACES INSTEAD OF BLING BLING IS WHAT ANDRE AMARO - FOUNDER

10


ERS WITH OLD MAKES VENTURA.’ OF AMARO CREATIVE INDUSTRIES


‘VENTURA LAMBR DIFFERENT FROM SOMETHING I STRO


RATE HAS BEEN DESIGNED WITH A SPIRIT WHICH IS THE ITALIAN ONE. ORGANISATION IN DESIGN REALISED ONGLY 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 it’s correct title. 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 has become essential visiting: the district now called “Ventura Lambrate”.


VENTURA

SO, LET US STAR OF VENTURA LAM

‘I THINK THERE W OR OTHE WITHIN


A LAMBRATE |

RT BY TELLING YOU THE STORY MBRATE. 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, pioneers Vollenberg, Konings and their team crossed borders, moved mountains, conquered disbelief and travelled far throughout the design landscape. 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, Konings and their companions 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.

K VENTURA LAMBRATE WAS NECESSARY, BECAUSE WAS HARDLY ANY PLACE WHERE YOUNG DESIGNERS ER GOOD PROJECTS COULD PRESENT THEMSELVES A REASONABLE BUDGET.’ JEROEN JUNTE - JOURNALIST & WRITER

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It was everything the design nation had never had before. When in Ventura Lambrate, you leave the real world behind you 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 here with the fruits they gather in Ventura Lambrate. And what they find here during those six, short days has a lasting effect!

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‘VENTURA LAMBRATE IS THE PLACE TO BE IN MILAN DURING THE SALONE THE MOBILE’

JAIME HAYON - DESIGNER


VENTURA | succes

THE STORIES WE ARE MOST PROUD OF AR STORIES OF O 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 we, 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…

VIJ5

It was at Ve discovered

joint exhibit

Vij5 and Mi to create a

car in News

launched du

and Mieke M

a new comp production

material. Th

20

and Peugeo


ss stories

RE THE SUCCESS OUR EXHIBITORS

entura Lambrate that Peugeot’s design team the NewspaperWood material shown at a

tion by Vij5 and Mieke Meijer. Through this,

ieke Meijer were commissioned by Peugeot complete interior for a new Peugeot concept

spaperWood. The Peugeot Concept Car was

uring the Paris Motor Show. This gave Vij5

Meijer the confidence to join forces and found

pany, NewspaperWood BV, dedicated to the and development of their NewspaperWood

he collaboration between NewspaperWood

ot still continues.


DANISH CRAFTS, MINDCRAFT

THE ACADEMY OF ARTS, ARCHITECTURE AND DESIGN IN PRAGUE

Several of the participants in the Danish Mindcraft exhibitions achieved great suc- The renowned Mint gallery in London visited the cess with their presentations in Ventura Lambrate as part of MINDCRAFT. The “Hai- exhibition space of AAAD Prague, a design school ku Sofa” by designer duo GamFratesi, for example, was discovered by Fredericia from the Czech Republic that was part of the VentuFurniture and is now one of their bestsellers. The international design company Trip ra Academies venue. As a result, the gallery’s owner Trap picked up Christina Liljenberg’s chair “Georg” during Ventura Lambrate, which invited some of the students to present their projects has since led to an entire collection of this series. And Eske Rex’s great Drawing at the Mint gallery during the London Design FestiMachine was discovered by the Paris-based Gallerie Maria Wettergreen and later val. shown in Basel as part of Design Miami/Basel.

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‘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 been a total success 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 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 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.


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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�.

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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 is immense. Milan is the place to profile their selves 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 successful chances 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 27


‘WHAT DIVERS THE BI GROWI


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.

T I LIKE THE BEST ABOUT VENTURA LAMBRATE IS THE SITY OF DIFFERENT QUALITIES OF DESIGN, HAVING IG EDUCATIONAL ASPECT OF STARTING DESIGNERS, ING 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.

in cement mixers, initiating potato-peeling competitions to keep up

Without lunch, aperitifs or supper, a Ventura Project would be like a

with the demand for frites , serving espressos from an old pirate boat,

machine without the oil. Luckily there are chefs and cooks on hand,

moulding skulls out of chocolate, spinning old records and dressing up

who are actually mostly designers in disguise with ladles in their

their guests in blue shirts before serving them food. And that is without

hands. Or at least, that applies to those chefs we found! In Ventura,

even mentioning the absolute deliciousness of their food‌

we have seen them working some amazing magic: transforming old vans into food oases, mixing industrial quantities of pancake batter

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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 heartwarming!


‘AT VENTURA LAM STORIES, ROOM FO TO TELL THE STO SHOW, SHOW.’


MBRATE THERE IS ROOM FOR EXPERIMENTS, ROOM FOR THE OR THE PROCESSES, ROOM FOR THE DESIGNERS THEMSELVES ORIES, ROOM FOR CROSS OVERS.. INSTEAD OF ONLY SHOW, MARTIJN PAULEN - DIRECTOR DUTCH DESIGN WEEK 37


VENTURA

LIKE EVERY FAIR THEME, A CONCE


A | themes

RYTALE, EVERY DESIGN PROJECT HAS ITS OWN EPT 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.’ 40

DAN RUBINSTEIN - JOURNALIST


‘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


VENTURA | platforms The Milan Design Week is, as we mentioned, the giant of all design weeks on earth. But how do you face this giant when you just graduated from your design academy or just finished your first prototype?

For a long time there was no space for this group, who were trying to get a first foot on the ladder, since exhibition spaces during the Salone were often too big and too expensive for them. However, exhibiting at the worlds’ biggest design fair – with all its design press, producers and prominent people circling around – is the best place by far for designers at the start of their careers to get noticed. And, on the other side of the coin, having debutants showing their works is exactly what the sultry air of the Salone needs in order to stay fresh.

So this is why special Ventura Platforms became a fundamental part of the Ventura areas: in consectutive years we have built a runway, a warehouse, and even a beehive, in order to offer the debutants just what they needed: a small, readymade, affordable space to show their ideas, rubbing shoulders with established design studios and the brands exhibiting around them.


VENTURA | specials It is in the décor and the details we can captivate what makes Ventura

together with Andre Amaro for 150 of our designer friends. Then when

so special. Composing a design district is one thing, but to give it its

Tobias Gutmann came by with his hand-painted portrait-making Face-

unique character you have to listen to your gut feeling and colour out-

o-Mat or TaliaYstudio & Jonas Bohatasch’s Thermobooth that only

side the lines. So that is what we did, without following any rules, just

takes pictures when people kiss. Once we filled our press desk with

because it felt good, because we know some things were just right for

poetic “The Curator’s’ Choice” objects. And of course there was that

our Ventura. There was this one time when we built an entire Ventura

time when we presented Analogia Project’s experimental wire instal-

Bar, decorated by DHPH with pieces by Maarten Baas, Bertjan Pot

lation. And then all the other times when…

and Fabien Dumas. Another time we threw an enormous dinner

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VENTURA

THINK OF THE VE FAMILY OF BROT

‘FOR DESIGN IT’S ALWAYS VERY IM DEVELOPMENTS. AND I THINK VE REFRESHMENT COMPARED TO THE


A ABROAD |

ENTURA PROJECTS AS A BIG THERS 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 to be a real Ventura Family. In our family, Ventura Lambrate is the big brother who clearly set the example, Ventura Berlin the baby brother that dared to go abroad, Ventura Interieur the smart sister, Ventura London the family’s youngest and Ventura X… well; she’s the rebel who likes to stir things up.

MPORTANT TO EXPLORE NEW GROUNDS AND ENTURA PROJECTS OFFERS A WELCOMING, CREATIVE E MORE OLD FASHIONED FORMAT OF THE FAIR PARTS. ’ LOWIE VERMEERSCH - DESIGNER & PRESIDENT OF BIENNALE INTERIEUR FOUNDATION

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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: COUNTRY MANAGER FOR GERMANY FOR HAY, CO-FOUNDER OF QUBIQUE BERLIN


After the autumn in Berlin and a third spring in Milan, we continued our

hibition venues. With Ventura Interieur we started to understand that

journey to the rather lesser-known city of Kortrijk in Belgium, where

established furniture fairs and their visitors were in need of an area

the rather well-known Biennale Interieur holds sway in the even-num-

with fresh talent and pioneering thinkers within their overtly commer-

bered calendar years. The sleekness of this professional furniture fair

cial environments of the fairs. On the Buda Island and in the fair build-

was a new landscape for our Ventura Projects that, until then, only

ing itself, we dedicated areas to this need and presented individual

had taken place in abandoned factories, small galleries, garages and

designers, small design studios, creative talents and fresh graduates.

airport hangars. Yet, for its 2012 edition, the Biennale created a shut-

In return, the Biennale proved to be a very fertile soil for our exhibitors

tle passage from the fairground to Kortrijk’s historical city centre – the

to meet producers, manufacturers, retailers and buyers. Yes, it was a

“Buda Island” – to include the beautiful buildings of this island as ex-

very wise decision to create an alliance with the Biennale.

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VENTURA | interieur


‘I SEE VENT TRAVELING D PROPOSITION


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.

TURA PROJECTS GROWING INTO A DESIGN PLATFORM WITH A UNIQUE N IN THE FIELD.’ ANNE VAN DER ZWAAG - DIRECTOR OBJECT ROTTERDAM


In 2010, when our quest was just beginning, we made a promise to

design nation to a new and unfamiliar location in Milan. Upon arrival,

ourselves: Ventura would never become sleepy; Ventura would never

our guests were welcomed by Maarten Baas, the Dutch designer with

become dry and boring. And so, in the spring of 2014, the “rebel” of

a love/hate attitude towards the Salone del Mobile. Dressed up as a

the Ventura Family made its first appearance. When the design nation

circus director (criticising the circus the Salone has become) he enter-

thought they finally understood the Ventura Lambrate concept, it was

tained the design crowd at Milan as they had never been entertained

Ventura X that made clear Ventura is always full of surprise – and this

before. He gave them a bursting circus filled with abnormal and ec-

time, it was show time! Ventura X took up residence outside its own

centric designs, roaring: “Ladies and gentlemen, it’s show time! Come

Lambrate borders in the cultural district 5VIE, once more leading the

and let us entertain you with this year’s harvest of our finest products!”

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

VENTURA X


VENTURA

A STORY ALWAYS AND A PAINTER

‘IT WI PA BU HE


A MEDIA |

S NEEDS A NARRATOR TO TELL IT TO DEPICT IT. Without newspapers, magazines, blogs, journalists, photographers or video makers, no story would ever travel as far as they do now. It is the narrators and painters of today that show the rest of the world the great things that they have discovered during their visit to a Ventura area. Thanks to these modern media, the life span of the objects and exhibitions on show are prolonged from six days of real time into the timelessness of paper and online.

Over the years, the Ventura Projects have allied with great story makers; media partners who communicate what happens behind the gates of the Ventura worlds. It is a most welcome pact because, could a Ventura Project ever have better allies than the print and digital platforms that fix all the magnificence of the Ventura exhibitors into words and pictures for all to see?

HAS ALWAYS BEEN VERY GOOD AND FUN TO WORK ITH VENTURA PROJECTS, ESPECIALLY BEING A MEDIA ARTNER FOR VENTURA LAMBRATE. NO MATTER HOW USY THEY WERE, THEY HAVE ALWAYS FOUND TIME TO ELP ME.’ DAN RUBINSTEIN - JOURNALIST 57


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


VENTURA

EVEN FAIRY TALE FACTS AND FIGU


A FACTS |

ES CAN BE PRESENTED IN URES. VENTURA LAMBRATE VISITORS

EXHIBITIONS

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

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

DESIGNERS

SQUARE METERS

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

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

NATIONALITIES

REGISTERED JOURNALISTS

2012 | 33 2013 | 30 2014 | 39 2015 | 36 2016 | 29

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

LOCATIONS 2010 | 8 2013 | 15 2014 | 19 2015 | 19 2016 | 20

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

VENTURA INTERIEUR 2014

2012 Visitors| 24.000

Visitors| 25.000

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

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

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

VENTURA NEW YORK THE DUTCH EDITION

2016 Visitors| 16.000 Designers| 14 With the support of| The Consulate General of the Netherlands and Creative Industries Fund NL

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VENTURA

A GREAT TALE D HAS ENDED INST “THE END”, HERE VENTURA BEGIN


A FUTURE |

DOES NOT ALWAYS MEAN THAT THE STORY TEAD OF GRACEFULLY SIGNING OFF WITH E IS WHERE THE FUTURE TALES OF N!

‘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 65


VENTURA CREDITS | PHOTOS BY COVER Claudio Grassi INDEX Claudio Grassi FOREWORD Claudio Grassi VENTURA PROJECTS Nicole Marnati

VENTURA START Organisation in Design Claudio Grassi Ilco Kemmere THEMES Nicole Marnati Claudio Grassi Organisation in Design PLATFORMS Nicole Marnati Claudio Grassi Organisation in Design SPECIALS Lisa Klappe Tobias Gutmann NienAnn Organisation in Design

TEXT BY Lisanne Fransen Katharina Bรถhler

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DRAWING BY MILAN MAP Merel Boers

VENTURA LAMBRATE Nicole Marnati Lisa Klappe Claudio Grassi Chloe van Diepen Paola Amabile SUCCESS STORIES Claudio Grassi Nicole Marnati Lisa Klappe Kaitey Whitehead Organisation in Design FOOD Passi Carlotta Nicole Marnati Ilco Kemmere PUBLISHING Nicole Marnati Claudio Grassi Chloe van Diepen DAILIESONTOUR

LAY-OUT BY Janis Riekhoff


VENTURA ABROAD Ilco Kemmere BERLIN Organisation in Design INTERIEUR Organisation in Design Giacomo Valentini LONDON Nick Thompson

VENTURA MEDIA Organisation in Design Claudio Grassi Ilco Kemmere VENTURA FACTS & FIGURES Nicole Marnati VENTURA FUTURE Claudio Grassi

VENTURA X Kazoe van den Dobbelsteen Ilco Kemmere Organisation in Design

SPECIAL THANKS TO Margo Konings for being co-founder and co-curator of Ventura Projects from 2010-2015 All of the contributors who shared their stories, opinions and experiences with us about Ventura Projects and in doing so made this book possible!

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Ventura Projects | Storybook