Superdesign Show, Superstudio's iconic event that has given rise to the Tortona Design District phenomenon since 2000, will once again be an important meeting point for designers, companies and enthusiasts, ready to explore the latest trends and future visions of design. 

After the press conference presenting the Salone del Mobile.Milano, the Fuorisalone and the Brera Design District, it was now Superstudio's turn to present, on 6 March, the 2024 edition of the Superdesign Show which, from 15 to 21 April, will see the participation of 11 nations, the involvement of 3 continents, the participation of over 80 companies and the presentation of almost 40 cutting-edge projects.

Thinking Differently 

The theme chosen for this year's edition is 'Thinking different - everything, everywhere, everyone', a clear invitation to stage the best of international design in the spaces of Superstudio Più. Revisited traditions, virtual worlds, humanised technologies, respect for nature, regenerated materials, inclusive choices, ethics and aesthetics intertwine in the overall scenario.

Thinking differently is necessary to give the right answers to the young people of Generation Z, to nature that demands more respect, to technology that, by simplifying our lives, redefines the way we interact with the world.

Barbara Mazzali, Councillor for Tourism, Fashion and Territorial Marketing of the Lombardy Region, explains: "Thinking Differently, having an innovative vision, breathing air of novelty, this is the challenge that the Superdesign Show at Superstudio sets itself again this year.

Also in line with the theme, Giulio Cappellini, art director of the event, chose an unusual colour for the walls of the Superdesign Show, an unusual bright green that speaks of nature, peace, serenity and brings joy. Against this backdrop are the key words written on the walls of the event that accompany the visitor on a journey of discovery of bold ideas. Superdesign Show, however, does not only emphasise words, but also the stimulating question "Why Not?" emphasised and amplified in the exhibition by graphic artist Daniele Cima.

Technology as an amplifier of inventive capacity 

Gisella Borioli, creator of the Superdesign Show project, states that "The complexity of contemporary life is reflected in collective choices, between homologation and diversity. This year we explored the second path, inviting designers, artists, companies to 'Thinking different' in many aspects. An invitation that was taken up and embraced by almost all the participants, in their intentions, in the presentations, in the products themselves, in the drive towards the use of the latest technologies". 

It is precisely technology that is seen as an amplifier of one's own inventive capacity: in the three Virtual Points created by the Superstudio Digital division, visitors will be able to enjoy a diffuse experience in a digital universe where holograms, metaverse, avatars, artificial intelligence and immersive experiences become the absolute protagonists.

A kaleidoscope of bold proposals 

Numerous projects at the Superdesign Show also address the theme of sustainability, starting with the choice of furniture by The Good Plastic Company for the infopoint and the installation they created with StudioXAG, a company that teaches how even plastic can be reborn and become a protagonist in furniture. 

Natural materials in the installation by PNA-Pietra Naturale Autentica and in the black lava stone tableware proposed by Lapilli with FoodDesignStories. Not only natural elements, but also man-made with complete respect for the environment, as in the Materially collective, which focuses on the study and transformation of materials that mark the path to the future with the presence of projects by numerous companies.

The installation of PNA -Pietra Naturale Autentica 

"Quality and internationality have always characterised the installations of Superdesign Show," says Giulio Cappellini, "no matter if they are proposed by big brands with acclaimed designers or by small realities with designers who are still little known: the research always continues with an eye on the most interesting geographical areas for contemporary design. Superdesign Show is a kaleidoscope of bold, thought-out and topical proposals that are good for the mind and the heart, and an agora where different thoughts are compared".