The art of storytelling
With a desire to infuse fresh vitality into the heart of Milan’s design scene during Milan Design Week, Organisation in Design looked for new showcase spaces to spotlight high-end brands that excel in the art of storytelling.
We envisioned the historic Magazzini Raccordati tunnels as the next buzzworthy destination in Milan. Where the opportunity could be created to present convincing conceptual installations in the disused vaults alongside Milan’s Central Station.
What we did
Ventura Centrale was born, where we curated the massive industrial vaults with majestic installations by renowned international companies, design labels and studios, such as Maarten Baas, Surface in collaboration with David Rockwell, Noroo Group, Lavazza and Gufram, Rapt Studio, Sky-Frame, Lensvelt, Weltevree, FREITAG, Cosentino, Yamaha Corporation Design, TAKT PROJECT, Baars & Bloemhoff, Lee Broom and many more.
The tunnels housed installations that were interactive, provoked social questions, made the crowds dance, dived into new technologies and materials, and put a smile on the faces of the visitors.
Since its start in 2017 Ventura Centrale expanded each year; from eight abandoned warehouses in 2017 to sixteen in 2019, which drew over 160.000 visitors in total. Organisation in Design is Founder, Art Director and Project Manager of Ventura Centrale and the company behind former Ventura Projects. From 2020 we ceased all activities of Ventura Projects.