Published on : Tuesday, October 24, 2017
On the special occasion of the 50th anniversary of B&B Italia, Migliore+Servetto Architects had conceived the exhibition “B&B Italia/The perfect density”, which was hosted at the Triennale di Milano during the Milan Design Week 2016. Now a year later, the special exhibition becomes permanent at the B&B Italia’s headquarter in Novedrate.
The installation identifies the concept of density as the narrative fulcrum. “Density” is taken as a feature of B&B Italia’s identity in a broad sense: from the product physical and material nature to the conceptual one. It showcases a density of ideas and projects, always projecting the company into the future, through a continuous drive for innovation.
Through a narrative synthesis, built on intersecting light planes, images and historical graphics, the installation presents a symbolic representation of the pulsating brain of a company that, over the years, has been capable of producing unique pieces, veritable icons of Italian design.
At the centre of space 8 high vertical cages, pulsating and in movement, create a weave of bright beams that project into the room images and texts, tracing out a system of allusions and suggestions among the various elements. A big brain, whose synapses, shaken by light pulses, surrounds the visitor in an ongoing and layered tale. Further insight is then provided by the 8 themed towers, which offer 8 different narrative videos.
Two continuous bands scroll across the side walls, revealing an environmental video consisting of a sum of micro-stories: images of graphics, products, people who over time have helped to build the brand’s excellence, and whose faces and gestures are reproduced to infinity by a system of mirrors.