laCividina around MDW

Pinacoteca Brera, Palazzo Bovara, San Primo

In the Passion Room at the Pinacoteca di Brera, Elisa Ossino, in collaboration with HENRYTIMI, created a sculptural installation entitled “Time and Matter” for V-Zug, which explored the relationship between human experience, design and technology. Next to the artwork, a more intimate space featured the VIP Lounge, an exclusive place to foster dialogue with important clients, where laCividina’s iconic sofa, Osaka, in a snow-white ice color, found its place, and its length of more than 5 meters allowed guests to relax and refresh themselves.

Beyond the storefront at No. 4 Via San Primo in the city center, Milan Design Week brought with it a new urban theater. A pop-up architecture a few steps away from the Giardini di Palestro, Elledecor.it Theatre, a set up put together by the online editorial staff of Elle Decor and Davide Fabio Colaci in which conviviality and information intersected, a real editorial staff engaged in the production of digital content and live reportage of Milano Design Week with talks, debates and interviews with designers and industry personalities. A colorful environment characterized by references to the aesthetics of the 1980s and 1990s. A lemon-yellow Osaka fitted perfectly into this context, which like a theatrical scene open to the city hosted designers and people, stories and authoritative voices, emerging talents, but also well-known faces, who told in first person, through videos broadcast on Elle Decor’s digital channels their own Milan Design Week, experienced from time to time in the role of designers, curators, buyers, advisors.

Pierre Paulin’s iconic sinuous sofa, in a brick-red version, also graced one of the rooms of Palazzo Bovara at Fuorisalone 2024 where the exhibition-installation, Material Home, conceived and produced by Elle Decor Italia, was staged. An abstraction of the domestic dimension that falls within the contours of the tangible thanks to a construction of rooms made, essentially, of matter. Investigating to the utmost the possibilities for the use of surfaces, fabrics and coverings, the set-up born from the collaboration with Elisa Ossino Studio, Rossi Bianchi Lighting Design and Studio Antonio Perazzi appears in its totality as an exercise not only of style: proposing unprecedented possibilities for the application of materials, and expanding the radar on the natural compositions that companies in the sector propose, the set up is, in fact, a factory.

Finally, the Osaka also starred at the Salone del Mobile! Walking along the central decumanus, pavilion after pavilion, in the Hearst network’s booth in a cerulean version, the iconic sofa from laCividina found its place, embellishing the editorial spaces with other furniture from the Friulian brand, recreating an environment of relaxation and consultation of the publishing house’s various magazines.