From September 18 to 30, the Salone del Mobile.Milano will be the protagonist of the Italian Fair of historic Isetan Shinjuku department stores in Tokyo with an installation dedicated to the Masters of design by Ferruccio Laviani.
Born in 1886 as a kimono fabric shop, moved to the elegant Shinjuku district in Tokyo in 1933 and, today, become a must-see attraction for visitors to the Japanese capital, Isetan department stores have been celebrating for years, in September, the Italian product – from food to fashion to design – with the Italian Fair exhibition which this year sees the Salone del Mobile.Milano as a great protagonist.
From September 18 to 30, the 9 showcases of the building will be characterized by the red color that distinguishes since 1961 – the year of the birth of the Salone del Mobile – the image of the Event, anticipating through portraits and a brief biography of 11 Masters of Italian design the installation conceived and curated by Ferruccio Laviani entitled “Salone del Mobile.Milano Isetan Shinjuku”.
Entering the spaces on the ground floor you are greeted by four mirror totems that introduce the visitor to the Salone del Mobile.Milano, telling the story and showing images of the latest editions.
Ad hoc decorated escalators for the event lead to the fifth floor, usually the one dedicated to furnishing, where a large rectangular space embraces the guest. From the ceiling, large spheres continue to tell the story of the Salone del Mobile.Milano while a big screen presents the history of Italian design through that of the 11 Masters who made it famous throughout the world: Franco Albini, Gae Aulenti, Achille Castiglioni, Joe Colombo, Anna Ferrieri Castelli, Vico Magistretti, Alessandro Mendini, Bruno Munari, Gio Ponti, Ettore Sottsass and Marco Zanuso