The Area Trend is at the heart of this Italian textile trade show. It came about following a selection process that involved exhibitors who brainstormed and developed themes with the guidance of excellent directors: Stefano Fadda, Milano Unica’s art director, and SGS Architetti Associati, which designed the Area Trend’s layout. The concrete result can be seen in Area Trend, a museum-style exhibit in which the concept and staging demonstrate the incredible research and work behind every single textile sample and unique button. It’s a sensory experience - visual and tactile - that follows a course, as if you were in a gallery, past frames in all sorts of sizes and shapes showcasing textiles and materials in a creative manner. With the Area Trend project, SGS Architetti Associati demonstrates its expansive vision and its ability to provide in-depth consultations spanning the entire time frame of a project.

ABYSS Depth as an inspiration // Everything floats; nothing is motionless in the deep sea populated by animals and plants of evocative consistency and magical colours. Everything here is extraordinary, imaginative and poetic.

NATURE AND ARTIFICE A mosaic of real and artificial geometric landscapes // A bird’s-eye view, an aerial mapping of different areas in the world, showing geometric patterns of natural landscapes with well-defined outlines, cut off by human interventions or rather by urban interruptions and concrete breaks. What is artificial is as real as the natural.

AFRICA PUNK Primitive and natural urban fabric // It is the black magical and sensual Africa, with its amazing sunsets and its big contradictions. A powerful universe in terms of charm and impact on reality.

PSYCHO BIT A hallucinatory trip into arithmetic progression // A theme constructed by two words, “psycho” and “bit” which lead to two matched worlds: the psychedelic, crowded with its blaze of colours and the technological, result of a geometrical mosaic.

 

 Art Direction: Stefano Fadda, Graphics and Video projects: Francesco Palmisano & Caterina Roppo, Video production: Francesco Briganti, Photo shooting: ERDNA CREATIVE

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