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october 14, 2020 - FORO studio

Alpha District: Design, Inclusion, Motion, District – The youngest and largest district of the Fuorisalone arose.


Concept | District, #design, Inclusion, Motion.

District - The main asset will be the district itself, which will become an open-air exhibition space. The study of the territory, its history, its particularities and its future developments were, in fact, the starting point of #alphadistrict. Therefore, the district will be one of the great protagonists of the #event, having the goal of promoting synergies and initiatives that create a new sense of belonging and community within the area.

Design – The #design will be the other great protagonist of #alphadistrict, linking the transversality of the various projects and the actors involved like a fil-rouge. A #design for everyone; a #design that capitalises on the craftsmanship and local #heritage of designers and producers; an experiential #design that uses an 'interactive' approach, namely, making #design a tool that sparks an interaction between the installations, the public and the territory. The #event will give rise to a large collective exhibition - made up of stories, installations and products - told by FORO Studio's storytelling design.

Inclusion - The intention is to go beyond the more institutional locations, to make #design a content of all and for all, and at the same time capable of stimulating critical thinking. Hence the idea of making the works usable around the clock, available to the city at any time of the day, and of giving space within the installations to social and highly topical content.

Motion – Another keyword of #alphadistrict is related to movement. Movement as a reference to the memory of the neighbourhood historically linked to the automotive world, and as a reference to a constantly evolving city, which moves out from the centre towards new rapidly evolving areas.

But that is not all. Within the district, #alphadistrict will promote sustainable mobility – such as sharing and electric motors - and the use of movement itself as a source of energy, through the use of dynamos.

The Context

The strong commitment to the regeneration of the Portello district, once home to the Alfa Romeo factory, has resulted in a multifaceted urban area with the potential to become a point of connection, sharing and culture through design-related initiatives.

The district, in fact, brings together interventions and projects by great Italian and international contemporary designers.
In Piazza #ginovalle alone there are names like Gino and #pietrovalle, #fabionovembre and Emilio Isgrò. Other names such as #jorrittornquist, #cinozucchi, #guidocanali, Charles Jencks, #renzopiano and others stand close to the square area, that is connected by Mario Bellini's comet to the towers of City Life.

The Art Direction

The creative direction has been entrusted to #forostudio, which will not only follow the curation of #alphadistrict but – thanks to its #design approach and its multidisciplinary expertise - also the supervision of the exhibits, ensuring the project has a strong stylistic and aesthetic coherence.

For #alphadistrict, #forostudio has envisioned a #design that invites interaction, and that arouses amazement and curiosity, leaving the public to interpret its message.