Preview Milan: Expo Lightness/ Studio Simple for Valerie Traan Gallery

‘Lightness’ is a compound of products, prototypes and limited editions about light and lightness that also displays daily life, reflections on functions and functionality, physical weight and philosophical lightness, visual or tactile perception, environmental impact and design ethics.  This exhibition emphasizes immateriality above the product and stresses that itʼs the meaning of an object that legitimizes its success and that creates a dialogue with the final consumer.  TLblog presents three out of the twenty-one designers on display.

Studio Simple shows a series of objects conceived as signs of everyday, titled Day-Sign, for Valerie Traan Gallery and explains its vision on design and the theme of the exposition:

Being a designer. Designing is being daily in the creative process, and bringing beauty into the world. Design is using your immediate environment as an inspiration.

Designing. Creating a daily moment where the ordinary becomes unique, the search for trouble-free and simple results in meaningful objects. These arise from the need of the (day) moment rather than from arbitrariness, greed or aesthetics. That way the utilitarian objects obtain brightness that also serves as a (forms) language, a language that is recognizable and understandable. The time of the day plays a major role, the now! The portraying (the signing, the sign) of a conscious environment, where purpose meets beauty…. always with less and with more awareness.

Lightness. In our collection ‘Day-Sign’, independence and self-sufficiency are central – the primitive man lurks around the corner, but this thinker has walked the trail and went back to the essence. He has learned a lesson, kept what really matters and threw the rest overboard, just to proceed in a light and optimistic manner… Because of this rebellion, the objects get a different status – besides being utilitarian they make you think and reflect upon the merry-go-round, the big department store that we ourselves keep running. We design in the direction of frugality, functionality and beauty scivolo gonfiabile.