Ventura Lambrate / Future

Client’s wish

Organisation in Design felt the need to create a place where emerging design talents, independent design studios and academies could meet their future clients, such as commercial brands and galleries, and showcase their designs to press and the Milan Design Week audience. A place where conceptual experiments were juxtaposed with professional presentations. We wanted to challenge visitors to view design from different perspectives, and to connect participants with others working beyond their own domain.

Analysis

Ventura Future originated from Ventura Lambrate, a completely new design district in Milan, created by Organisation in Design, which ran for eight successful years from 2010 until 2017 during Milan Design Week. As the first fully curated area of the Fuorisalone, the event focused strongly on quality, uniqueness and research, and highlighted the conceptual and new expressions of global design. Ventura Future continued this legacy and presented the best of contemporary design from a mix of international academies, designers, brands and labels.

What we did

We created an exhibition area highlighting original, cutting-edge and impactful design from designers and creative brands from all over the world. Ventura Lambrate and later Ventura Future focused on future developments in the field of design through a wide range of exhibitors: established design brands, emerging talents, independent studios, renowned design academies, galleries and institutions.

These exhibition areas were a way for designers to showcase new work and gain maximum exposure and brand awareness from a large professional audience and to explore international business opportunities during Milan Design Week, the most important design event of the year.

In eight editions, Ventura Lambrate showcased 5.181 designers and attracted 625.000 visitors.  The two Ventura Future editions presented 191 exhibitors within 7.500 m2 of exhibition area.