“MATERIAL IMMATERIAL” is the name of the much anticipated exhibition event conceived by the monthly magazine INTERNI, which this year reaches the significant milestone of its twentieth edition.

With the patronage of the City of Milan, “MATERIAL IMMATERIAL” will run as part of the FuoriSalone from today until 15 April in the courtyards of the University of Milan, at the Orto Botanico in Brera and, for the first time, in Corso Venezia 11, where INTERNI has expanded the reach of its urban animation.

In addition to protagonists from Italy, the magazine has involved many designers from around the world, from – Japan, China, Brazil, Russia, Denmark, USA, Great Britain and Poland – in collaboration with companies, start-ups and institutions, it an attempt to create a varied mosaic of styles and vision. The designers include: Ron Arad with Illy, Alessandro and Francesco Mendini with Elegant Living, Shop Architects with NBK and Metalsigma, Simone Micheli with Valsir, Italo Rota with MR, Kat Von D and Another Space with Sephora, Michele De Lucchi with Ferragamo Parfums and Moretti Costruzioni, the studio BIG with Artemide, Antonio Citterio and Patricia Viel with Marazzi, Massimo Iosa Ghini with Ceramiche Cerdisa, and many more.

“The theme of our exhibition event, now in its 20th edition, invites visitors to explore the double soul of the design: on the one hand the universe of actual production, which with materials – wood, ceramics, metals, plastics and natural fibres – constitutes the physical essence of design; and, on the other, the immaterial dimension of creation, starting from the thinking of the designer, increasingly supported by digital technologies and upcoming virtual reality, who identifies the areas of research for the near future,” explained Gilda Bojardi, editor of INTERNI. “In creating these experimental and interactive installations, we work with leading companies in the field of innovation and research, with companies representing internationally established brands and small niche producers that support entrepreneurship and creativity,” the magazine’s editor concluded.

Co-producer of the initiative is Audi, the premium brand of the Volkswagen Group, which at the Audi City Lab, in Corso Venezia 11, presents with INTERNI a series of meetings entitled the Future Needs Stories. The spaces of the former Seminario Arcivescovile, the gate to which will be illuminated by an installation created by Ingo Maurer, will host discussions about the relationship between man and artificial intelligence along with the presentation of the  installation Sonic Pendulum by Yuri Suzuki.

Also the music of R101, the official radio of “INTERNI MATERIAL IMMATERIAL”, will enliven the evening of Friday 7 April (from 9 pm) with a exclusive concert by Levante, followed a Vinyl DJ Set curated for by its music designers. The radio station will also have an interactive installation designed by Lorenzo Palmieri that will invite visitors to play the role of a DJ and select and play their own playlists in the Main Courtyard.

The INTERNI system

In April of the INTERNI integrated communication system multiplies: 4 print publications (INTERNI, INTERNI Panorama, the free sheet INTERNI King Size and the FuoriSalone Guide), a big event (“INTERNI MATERIAL IMMATERIAL”) and INTERNI online (website, apps, and social). These tools enable readers and users to be updated in real time on trends, innovations and advances in design and reaffirm the role of INTERNI as a leading information system for the world of design. In fact, the magazine is transformed from a trade into mass market media publication, an authentic guide and handbook for anyone who wants to know about and orient themselves within a unique event like the FuoriSalone.

The numbers of the INTERNI system

With this event, that gives Milan unique and exceptional visibility, INTERNI confirms its absolute leadership in the professional living segment but also in the design communication system. Further evidence can be seen from the data of the entire INTERNI ecosystem: 55,000 copies of INTERNI, 200,000 copies of INTERNI/Panorama, 120,000 copies of INTERNI King Size, 250,000 copies of the FuoriSalone Guide, a total print run of over 620,000 copies, 4,000,000 readers and 1,200 pages.

The strength of the brand is also clearly visible outdoors: in fact, for “MATERIAL IMMATERIAL” an important campaign of street advertising has been planned including banners in 15 locations in central Milan, 1,000 flags for around 500 events, 10 shuttle bus backs, as well as totems, decorated newsstands, floor-graphics, station domination (Rho and Cadorna), window display and/or LED walls (Megastore Mondadori in Piazza del Duomo and the Rizzoli Store in Galleria Vittorio Emanuele).

To find your way around the increasingly rich  landscape of events during the Milan Design Week, we could not forget the FuoriSalone® Guide – also available as a free app for iPad, iPhone and Android operating systems (tablets and smartphones) – which offers a detailed summary of over 400 events and a day by day calendar of events involving the companies, designers and architects participating in the FuoriSalone, Milano and the Zee Guide Milan (in digital form only and included with the app) with a selection of new itineraries and fashionable spaces in the city: from design to shopping, department stores to restaurants and hotels.

Download the press pack here: http://www.internimagazine.it/press/leaflet.pdf

During the 2017 Fuorisalone, the ideal home proposed by CasaFacile, during the celebrations for the twentieth anniversary of the magazine, comes to life in Via Solferino 14 in the heart of the Brera Design District.

This will be the launch of the CasaFacile Design Lab, a space designed by the Mondadori Group brand, in collaboration with designers of Studiopepe, and made up of a living area, a cosy kitchen and two outdoor spaces in perfect CF style.

“For twenty years we have been coming into your homes every month with the magazine’s ideas and suggestions and together (readers and editorial staff) we have reshaped the geography of living. Now we are inviting you to really get into ‘our’ ideal home, nice to see and easy to live in, to meet us in person and create new things together during the workshops … because CasaFacile is always in action!” announced Giusi Silighini, editor of CasaFacile.

The CasaFacile Design Lab will host all the magazine’s activities and will be open from Tuesday 4 to Saturday 8 April, from 10 am until 9 pm, and on Sunday 9 April ​​until at 5 pm. Trends and styles to enjoy the home of your dreams, labs and workshops organised by Scavolini and Whirlpool, with MT masking tape, with Fujifilm Instax and Sistem Air, just some of the proposals that will animate the events at the CasaFacile Design Lab. There will also opportunities to meet and share the passion that unites both the editorial team and readers. On Friday 7 April  from 10 am to 11:30 am, there will be a community breakfast, a special breakfast with the editor Giusi Silighini (for information on how to participate go to www.casafacile.it).

Every day, from 6 to 9 pm, the evenings at the CasaFacile Design Lab will continue with a number of initiatives organised by GialloZafferano. The first will be on Tuesday 14 April 4 at 6 pm with the chef Andrea Berton who will be interviewed by the editor of the magazine Laura Maragliano. Every evening there will also be show cooking events with food bloggers offering both classic and international recipes. On Saturday 8 April 8 at 7 pm, there will be a performance by the barlady Carmen Clemente.

The CasaFacile Design Lab has also been chosen as the location for the presentation of the first gift box set dedicated to the house created by CasaFacile with Mondadori Store. By buying  Facciamo casa, la professionalità al tuo servizio, you will be able to choose between the architectural service at home, a shopping assistant or a mini course in interior design.

CasaFacile is now much more than a magazine. After seven active years in the web, the title now has a team of 24 creative bloggers who share the style and participate actively in the magazine’s events and initiatives, but mainly cultivate a dynamic and passionate community which includes 257,000 fans on Facebook and 82,200 followers on Instagram, who meet every day online to exchange tips, little discoveries and big projects.

CasaFacile has also confirmed its role as a strategic brand for advertisers, not just in the furniture sector: in fact, after closing 2016 with an increase of +6% in advertising revenues, the positive trend continues and has led CasaFacile leads to a +19% increase in terms of value in the first four months of 2017, an increase that reaches +40% if we include the additional revenues generated by the event.

A complete programme of the Design Lab CasaFacile is available at www.casafacile.it, on the magazine’s Facebook page and the Brera Design District circuit.

The co-producers of the initiative are Scavolini and Whirpool. Sponsors: Agridè, Arquati, Barilla, Cavit, Ortoromi, Fuji Instax, MT Masking Tape, Nardi, O bag, Saba, Sistem Air, Gruppo Gabel with the Vallesusa brand, Caffè Vergnano, Wilson & Morris. Partner: R101.