Time is Time

Fuorisalone 2016 (Milan Design Week) – Time is Time by Citizen at Superstudio Più 

Milan (Italy). In these days, Milan seems “the place to be” – and not only for architecture lovers, trendy designers and unmissable hipsters. For sure, like every year around this period, the city attracts an incredible amount of people coming here to discover the latest tendencies in the sectors of furniture, lighting, decoration and home appliances.

I cannot miss the opportunity of keeping my eye (and my camera) on this interesting world of course, and I like to share what I’m seeing here in my photoblog (isn’t it its purposes?). What’s really impressive, for those people living here all the year, is assisting to a true and deep change in the city’s spirit: let me try to better express myself. Although I consider Milan as probably the most living, enjoyable, innovative and “sparkling” city in Italy (for sure, one of the best life quality), during the so called “design week” the “routine” goes through an authentic transformation, which means pulling out a completely new soul made not only of parties, events, vernissage, opening ceremonies and installations (these things are pretty normal – let me say) but made of a sense of general “discovery”. Yes, during the Fuorisalone’s week, Milan’s people (re)discover their city made of hidden courtyards, beautiful buildings (some of them exceptionally open to public), street decorations and so on. In other words, it looks like a sort of “inspirational wave” floods the city’s districts (not only the fashionable Brera or 5 Vie, but also Lambrate, Tortona etc.) to demonstrate that the urban environment can react to the daily routine, and transform the ordinary into something of extraordinary.

Of course there are critics: why it can’t be all the year? Why the next week – once the design events will be over – Milan will return to hide its beauty? I’m not in a position to answer; but as long as I see that this creative magma is still boiling under the city’s asphalt, the enthusiasm’s eruption of the design week is very, very welcome!

This photograph posted here shows probably the most beautiful thing I have seen at this Fuorisalone 2016. Or, more precisely, I should say “this photograph tries to show”, since it cannot fully represent the vortex of sensorial emotions this place was able to transmit to me. I captured it at the Citizen pavilion located in the Superstudio Più area. The title was simple (and probably not so appealing): “Time is TIME”. But once entered, the visitor was projected into another dimension, made of 120,000 watch plates geometrically disposed along thin invisible strings and illuminated to create an unique environment.

Time contains many individual moments, including one we call “Now”. It is impossible to make time stand still. It always keeps moving, keeps changing. This is an immutable, eternal truth. This ever changing flow of individual moments is what we know as “TIME”. “Time is TIME” is an experimental and experiential installation exploring the idea of time. By using 120,000 main plates, we have created two primary spaces (…) where visitors will have completely new time experience. 15 years have passed since we entered the 21st Century. Our society has become much smarter and fast-paced as a result of globalization. In this milieu, we have a chance to pursue the true meanings of both the individual moments we experience as “time” and “TIME”, the collective passage of these moments. In the “time” that is “Now”, all of us on Earth are equally connected to the same “TIME”. “Time is TIME” is our challenge in the 21st Century to introduce a new vision of “TIME”.

The above statement was written in the flyer given at the entrance. As said, “Time is TIME” was a 360 degrees experience: intense, touching, at a certain extent shocking and even disturbing: probably the most beautiful installation seen (lived) this year at Fuorisalone 2016 (together with the “50 Manga Chairs by Oky Sato Nendo at San Simpliciano”)

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