THE FURNITURE INDUSTRY

1. THE FURNITURE INDUSTRY Prof. Alessandro Sinatra Dr. Stefano Croci a.a. 2011/2012

2. What does “Life quality” means? • Have a nice and comfortable house is the first factor for a good quality of life for international consumers Source: Centro Studi Cosmit/FederlegnoArredo

3. The furniture in Italy • Italy ranked first in Europe for the number of companies in the furniture sector. A European company out of five speaks Italian, and also for the number of patents the “Bel Paese” has few competitors. • Companies: 24.538, eight thousand more than in France which has 16.725 companies, they represent the 19% of the european companies. • Patents: Lombardy region produces the 6.6% of the European patents. The second place is for the German region of Detmold (8.6%), while Veneto produces the 3.1% of the total. • The furniture industry is a sector of the italian economy that produces 32 billion per year and offers job to 400.000 employees.

4. Italy: the first European exporter of furniture Source: Centro Studi Cosmit/FederlegnoArredo Italy with 9.6 billion € of export is the leader in Europe. Germany follows with 8.5 billion.

5. Lombardia first in export, Veneto first in employees Source: Centro Studi Cosmit/FederlegnoArredo 25% of total exports of LegnoArredo comes from Lombardia Veneto and Lombardia represent about 40% of total system LegnoArredo

6. FEDERLEGNO • The Italian system of “LegnoArredamento” is characterized by a complex of productions that are very open towards the export, an high intensity of innovation and design; these productions are largely located in the industrial districts. • The system is characterized by a strong link with the world's forest resources, with the world of the projects, architecture and design and with the huge universe of constructions. • The development model of the Italian system of “LegnoArredamento” relies on the ability to create products that are global icons of quality, style and uniqueness. A development model that is able to put in the foreground of the international consumers perception the cultural and the aesthetic content of indoor and outdoor furnished spaces, such as essential sources of quality of life. Population and furnished spaces that become more and more laboratories for experimentation and innovation throughout the production system of Italian Life Style.

7. FEDERLEGNO: numbers Source: Centro Studi Cosmit/FederlegnoArredo 2nd italian manufacturing sector for number of companies.75,000 entrepreneurs 3rd sector for positive contribution to the balance of trade. The positive balance is about 7 billion €

8. Key Sectors • The furniture sector employs the 50% of the employees of the system LegnoArredo • The wood products industry for the construction sector employs about the 25% of the workforce system LegnoArredo Source: Centro Studi Cosmit/FederlegnoArredo Furniture and wooden Products for construction: the two key sectors of the LegnoArredo system.

9. Furniture: numbers • Macro Furniture Sector: it includes all types of furniture (any material) for domestic and collective use, lighting fittings and an aggregate of various furnishing complements. • 12 billion of exports, more than 50% of the total turnover • 231,000 people to produce furniture and lamps made in Italy Source: Centro Studi Cosmit/FederlegnoArredo

10. Wood: numbers • Macro Wood Industry: it includes the first working phases, all the productions connected to construction and interior finishing (doors, windows, parquet, etc.), all materials (plywood, panels, etc.), all the semi-finished products and components for the furniture industry. • 1 cubic meter of wood used by the construction industry avoids the emission of 2 tonnes of CO2 into the atmosphere • The 85% of the wood waste is recovered. Waste wood is a renewable energy source and low cost Source: Centro Studi Cosmit/FederlegnoArredo

11. Industry trends and the effects of the crisis Source: Centro Studi Cosmit/FederlegnoArredo In 2008, export LegnoArredo system : -2% of decrease . Contraction of 5.6% of total turnover. Decrease of 10% of exports in the fourth quarter of 2008. The EU markets are the first with a decline of 15%.

12. The depth of the crisis in the first quarter of 2009 Source: Centro Studi Cosmit/FederlegnoArredo In January the exports of furniture to countries outside the EuropeanUnion have collapsed: -40%. In Q1 2009 contraction: -16% of the production of furniture. Contraction: -26% of production in the wood industry.

13. 2008: crisis in all sectors of the Furniture • The most declined marked is the “upholstered ” (imbottiti) compartment: -7.8%. • The lighting industry: indicators still positive + 1.3%.

14. The upholstered and chair sectors Setback particularly accentuated for the upholstered and the furniture sectors. The upholstered sector lose approximately 900 million turnover compared to 2002 Chairs sector lose over 220 million turnover compared to 2002

15. The lighting and kitchen sectors • The kitchen sector has exported 60% more than in 2003. Still expanding the exports for kitchen and lighting secotrs. Lighting sector has exported 30% more than in 2003.

16. Sales on the domestic market in general decline Sales of Italian domestic market decreased in 2007 by 7% compared to 2002. Imports from abroad increased by 102 % compared to 2002

17. Some infos about the foreign markets • Brighter foreign markets for the LegnoArredo system • The destination that grows is the Qatar: + 128% • Second place for the United Arab Emirates: + 38% • Larger foreign markets for the Furniture Industry macro • The largest purchaser of furniture Made in Italy: France with 1.7 billion € • The first destination outside the EU: Russia with 1.1 billion €

18. The wood industry • 12% of Italian wood has been sold in Germany • In 2008 exports to Russia of “made in Italy” wood products have grown 2008: larger foreign markets for the Wood Industry

19. Main countries for the Italian LegnoArredo imports The Italy imported Wood and furniture for about 6.8 billion €. The two main suppliers of Italy are Austria for sawn timber, 555 million €, and China for furniture, 393 million €.

20. Italian LegnoArredo system. Global shares • Italy holds about 10% of the world furniture market. • Italian share rises to 25% in the high-value furniture, in which Italy is the world leader The shares of Italy in a given geographical area are calculated as a ratio between the value of imports from Italy and the total value of imports purchased from the area.

21. Furniture: China and Germany main competitor China is the first player with a market share of 25% of the world market for furniture Italy and Germany follow each with a share of about 10%

22. Global market shares for kitchens and Upholstered The italian shares in a particular type of product are calculated as the percentage ratio between the value of imports of that type of italian product and the total value of imports of the same type purchased globally. Italian kitchens have exceeded the 18% of the world market of kitchens The Upholstered provided by Italy fell below the 15% of the world market

23. A focus on “Brianza”

24. A focus on “Brianza” This territory can be divided into three parts: • Comasca (Cantù, Arosio, Cabiate, Inverigo e Mariano Comense), • Brianza ex Milanese of the furniture industry (Lissone, centro significativo per produzione e arredamento; Barlassina, Bovisio-Masciago, Brioso, Cesano Maderno, Desio, Giussano, Lentate sul Seveso, Limbiate, Macherio, Meda, Seregno, Seveso, Verano Brianza) • Brianza of the side-sectors: textile and furnishing (Costa Masnaga e meccanica-plastica (Osnago).

25. A focus on “Brianza” • The beginning of the story of Brianza is around 1750 : the many farmers who worked the land in Brianza decided to adapt to new requirements and needs, they professionally reconvert . • Soon the productive specialization within the shops prevails; shops became school Labs. New figures come to life: connoisseurs, collectors, sellers of raw materials, the carpenters, woodcarvers, Turners, polishers, lacquers, decorators, upholsterers, constructors and everything that we can identify around the furniture area. • In Cantù, in the first half of 1800, the furniture production becomes artistic production and in 1882 an art school for the décor is created. From 1840 to 1850 born large industrial companies and between 1867 and 1967 the production comes to its climax, with Cantu and Lissone centers of the Brianza style.

26. A focus on “Brianza” • The craftship context is typical a large company fragmented and divided into many small family-run shops that are distinguished by an high quality production , although every shop is almost totally controlled by the bigger selling companies known outside the district. • The emancipation of the family shops promotes the growth of productiveness and inventive capacities, as well their union has to be seen in the logic of a scale economy aimed to the increase of the productive capacity. • After the second world war starts the collaboration with the major protagonists of the contemporary architecture and design. In this period there is also the phenomenon of the immigration in Brianza, from all the regions of Italy. • The 21st century is characterized by close collaboration among craftsmen, architects and designers: the production is seen as a daughter of functionality, comfort, but also of beauty and harmony.

27. A focus on Brianza • Brianza in the first 3 months of 2011 exports in furniture products more than 220 million €, the 11.4% of the total national export, with +6.5% over the same quarter of the previous year. And if we consider all the wood-furniture district of Brianza extended to Como, the export of the first months of 2011 is of 340 million €, almost a fifth of the total of the italian export. • The furniture designed and manufactured between Milan and the Brianza "travel" mainly to Europe (68.2%), followed by Asia (18.2%) and America (9.4%). • The furniture companies between Milan, Monza and Brianza and Como are about 4 thousand, 15% of the total italian furniture companies. The design companies in this area are more than 2,200 (about 15% of the italian design companies).

28. Brianza and furniture– the evolution for Studiolabo • 70-80’s : the big Brianza companies(B&B, Radaelli, Poliform, Moroso…). • 80-90’s: the big gruops of companies(Gufram, Cappelletti, Poltrona Frau, Cassina …),in some cases the loss of the brand identity. • 90 – 2000’s:the big signatures and the so-called “Archi-star” (Orchiola, Palomba,Starck, Lissoni …) which work for many companies, npot just for one. • Nowadays: the designer and artist are closer. Design as art unique pieces no longer in the series. Galleries of modernism, reflected in the Milan’s fuorisalone where the artististic performance is central

29. SALONE DEL MOBILE 2012 Prof. Alessandro Sinatra Dr. Stefano Croci a.a. 2011/2012

30. SALONE DEL MOBILE 2012 • Salone del Mobile is the global main event in the home-furnishings sector. It Started in 1961 by the intuition of a small group of furniture entrepreneurs and the Federlegno-Arredo association, to promote the export of the italian furniture and soon became the most awaited international event for the world of Interior Design. • Appropriate marketing tool for a very pulverized sector (over 13 thousand companies with 205.000 people; a national distribution system built on 20,000 outlets) that would not have other ways to express its overall potential. • In 1965 for the first time the furnishing industry leaders are grouped in an exhibition space divided in different commercial areas.

31. SALONE DEL MOBILE 2012Information and numbers • Location: Fiera Milano, Rho • Time: from 09.30 a.m. to 6.30 p.m. Saturday 21st and Sunday 22nd is open to everyone. • Totale espositori: 1.729 + 750 designers from the SaloneSatellite • Products: bedrooms, beds, cabinets, dining rooms, tunnels and stays, entry furniture, furniture for children and teens, furniture, tables and chairs, rattan furniture, wicker and rattan garden furniture, upholstered furniture. Complementary items, household items, decorative items, textiles. • Net exhibition area : 151.500 M2 • The 2011 edition has seen the presence of 282,483 visitors including 177,964 foreigners from 154 countries in addition to the 32,870 public Sunday visitors and 5,967 operators of communication.

32. SALONE DEL MOBILE: Economics • This year more than 300,000 visitors are waited. The design week will be again the most important event economically in Milan, with 194 million euros of tourism turnover, generated in particular by the 60% of visitors that come from abroad – and at least other 150 million € spent in the Milan territory from the 3000 exhibitors of the fair • Then is remarkable the touristic results of the event, as estimated by the International Studies Office of the Camera di Commercio di Monza e Brianza: if we consider accommodations, catering, shopping and transport, the design week will bring in Milan even more revenue than the ones produced last year (189 million €), with a 3% increase due to the continuous multiplication of "collateral"events

33. SALONE DEL MOBILE Collateral events • Salone Satellite – 15th edition • Dedicated to the under 35 designers • Designers expected: Almost 750 designers including the students of the 17 international school of design + ADI (Associazione per il Disegno Industriale) • SaloneSatellite has been the first event to give space to young designers suddenly becoming the meeting plasce for entrepreneurs and talent scout and the most important designers and architects. • Open everyday from 09.30 a.m. to 6.30 p.m. • Salone Internazionale del Bagno – 4th edition • Products: Furniture and accessories for bathrooms, shower cubicles and saunas, sanitary ware, radiators, coverings, bathroom faucets or kitchen, and bath tubs and whirlpool. • EuroCucina – 19th edition International fair of kitchen furniture Products: plastic laminate kitchens, wooden kitchens, kitchens in metal, lacquered kitchens, kitchens in masonry, laundry, kitchen furnishings. Associations and industry bodies. • FTK – Technology for the Kitchen – 5th edition EuroCucina collateral event Products: built-in appliances for kitchen and furniture hoods Between the new entries we find Liebherr e Irinox. Still confirmed Best, BSH, Candy Hoover Group, Electrolux, Elica, Faber, Falmec, Franke, Indesit Company, Miele, Nardi, Smeg e Whirlpool.

34. SALONE DEL MOBILE Eventi culturali • MonteNapoleone Design Experience by Citroën. AUTO-MOBILI • april 17-22Via MonteNapoleone • Mani Grandi, Senza Fine. • april 17-24Piccolo Teatro Studio Expo Via Rivoli 6 • Barrique. La terza vita del legno • april 17-22Fiera Milano, Rho - Pad. 11 9.30 a.m. to 6.30 p.m. • Design Dance Teatro dell’Arte, Triennale di Milano Viale Alemagna 6, Milano  Show time: april 17-20 a 8.30 p.m. april 21st and 22nd 4.00 p.m. and 8.30 p.m. • Librocielo Biblioteca Pinacoteca Accademia Ambrosiana(entrance from Piazza San Sepolcro, Milano)Show time: april 17th from 8.30 p.m. to 11.00 p.m. , april 18 - 22 from 7.45 p.m. to 11.00 p.m. • RI.U.SO, Casa e Città per disegnare un futuro possibile April 2th and 21stFiera Milano, RhoCentro Congressi Stella Polare, Auditorium

35. SALONE DEL MOBILE Useful informations • To reach “Fiera di Rho” from the center of Milan you need to take the metro “linea 1” (the red one) and get to “Rho-Fiera”. • Ticket price: the cost for a single entrance at the “Salone Internazionale del Mobile 2012” is 23 euro, while students pay 18 euros.

36. FUORISALONE 2012 Prof. Alessandro Sinatra Dr. Stefano Croci a.a. 2011/2012

37. FUORISALONE and StudioLabo • Begun more than 20 years ago as a spontaneous event, and this is its strength. The main reason why it begun it’s because Italian entrepreneurs who have showroom in Milan-Brera area –didn’t want to play the logic of the fair (repeatable format, the most interesting spaces vs the less expensive ones) • Parallel event to the “Salone del Mobile” with a stronger social and entertainment value. Ideated to introduce the products previews of the furniture companies using their showrooms or using unconventional "different spaces" (lofts, galleries, industrial spaces …) • Studio Labo : 12 years working at “Fuorisalone” • From a problem of the industry: many companies are not structured to face the change of communication (eg. from newspaper to the web) • Many different website (fuorisalone.it ...) • Rental spaces (the best areas are the Central because they’re the most visited) • Consultants for communication, both for the furniture companies and the different ones (eg. Vodafone, Hyundai ... but also a lot of companies that belong to the fashion industry). Being in Brera and Tortona, where the affluence is very high is crucial for companies that are both inside and outside the sector. • Collaboration with students of the “university – Politecnico di Milano” who during the fuorisalone make photographs that are immediately published. Fuorisalone live and historical memory.

38. FUORISALONE 2012 • It stands for all the satellite events that dot the milanese design week: concerts, dj sets, party appetizers, exhibitions and events hosted by the most famous design showroom (concentrated in  via Durini e the near area as Artemide, Cappellini, Flos, B&BItalia, Molteni&C, Poltrona Frau) and the indipendent spaces of the young designers that are settled in the city • The Milan FuoriSalone will be the centre, once again, of many events during the week of the Salone del Mobile. This is not a "fair within the fair", but a spontaneous event where companies decide freely to create an event in a location in the city.

39. FUORISALONE 2012 Zona Tortona is localized from Porta Genova to the whole nearby area that has been transformed from the ex-industrial zone to a space of creativity, fashion, design, art. This is the most loved fuorisalone zone by the young audience and foreigners that pours into the streets until late night. Ventura Lambrate is an area that in the last years has been very successful, near to Città Studi. The events organized in the area of Porta Romana see the presence of young designers and students of the most important design institutes, while the “Quartiere Isola” has a green and an alternative soul The owners of some location of Fuorisalone ask, for one week only, the value of the hiring of a full year: an open space on the ground floor of 150 square meters in zona Tortona, for example, costs 6.000 € for seven days, 1.000 € for one.

40. FUORISALONEThe Zones There are many different areas in Milan where we can find “Fuorisalone” • 5 GIORNATE • BRERA • CADORNA – TRIENNALE • CITTA’ STUDI • DATEO • DUOMO • FIERA • GARIBALDI • GRECO – PIRELLI • ISOLA • LORETO • MAGGIOLINA • MECENATE • MONUMENTALE • MOSCOVA • ORTICA • PORTA ROMANA • PALESTRO • PIAZZALE LODI • PORTA VENEZIA • PRECOTTO • RIPAMONTI • SANT’AMBROGIO • SAN BABILA • SEMPIONE • STAZIONE CENTRALE • TERTULLIANO • TICINESE • TORTONA • VENTURA / LAMBRATE

41. BRERA DESIGN DISTRICT • The Brera district is an historical district of Milan which for centuries provided a crucial contribution to the cultural life of the city. Brera is a very rich place in charm and culture, a world that always has anticipated the trends where art, fashion and design mix together. A place that is diverse, welcoming, warm, creative artistically, where culture mixes to shopping and fun.  • Brera Design District aims to communicate Brera as a point of reference for the milanese design, with the highest concentration of showrooms, galleries, location, spaces dedicated to contemporary design and in terms of art and culture.  • Brera Design District is a territorial marketing operation through a dedicated communication system to the promotion of the italian excellences and, with active strengths on the territory, it has the main goal to enrich the cultural offer and the appeal of the district to combine tradition and innovation that is typical of the italian design. Through the interpretation of design and creativity, Brera Design districts is a map of the excellences of the furniture industry and it helps to relate them to an integrated system of communication on different devices.

42. GIO PONTI ANDTHE BRERA DESIGN NIGHT • In Via Solferino, the heart of the Brera Design District, is organized the exhibition "Live at bridges: the houses inhabited by Gio Ponti. Experiments of domestic life and architectures for living and working ", dedicated both to experiments of domestic life and the work of Gio Ponti, while the backyard is transformed into an oasis of relaxation, a lounge equipped with bike racks, books, fountains, free wifi and refreshments all day.  • Brera is very well known as an artistic quarter. This year it presents the Brera Design Night, “La notte bianca” of the design showroom with events and live shows on the streets. Mark on the night of Friday, April 20!

43. BRERA villaggio del design • Brera Outdoor Village: in the heart of Brera Design District, Ludovica + Roberto Palomba, transformed the piazza Palazzo Cusani, in a sort of an open-air design village.  • In the former Church of San Carpoforo, Roberto Semprini exposes the fruit of the Union between art and industry. Seeing to the tailoring quality as an answer to the crisis: Arts & Crafts.

44. BRERA Main sponsor • Fuorisalone Design Party by Hyundai is the most exclusive event of the design week, planned for Friday 20th to the “Officine del Volo”, via Mecenate 76  • Hyundai Creative Lab is a creative workshop, aimed at the community of Italian and european designers and creative architects to promote the culture of the project with a focus on automotive topics and sustainable mobility.  • Vodafone: download the app “Brera Design District Realtà Aumentata” available for iOs and Android, and explore the world of the Fuorisalone. The app will guide you through the streets of Brera and will allow you to discover the most original creations of the showrooms of Calligaris, Roda, Hyundai, Lake, Lomo, Boffi, Magis, Moroso, Sicis and Peka

45. BRERA Main sponsor • VALCUCINE DEMODE: with a view on sharing and mutual enrichment, both inside and outside the showroom during the days of Fuorisalone (from Tuesday 17th to Sunday 22nd), Valcucine, in addition to the exhibition of novelties, give some space to the craftship realities, very close to concepts of corporate social responsibility and to theories of degrowth.  • On some mechanical-operational islands, IrideFixed, Caira Design Patagonia Milano and ecocucina.org will replace, recycle, reuse and restore your products, showing the manual aspect that is not always evaluated correctly.  • Taking inspiration from the most experimental architecture, Caira Design will deconstruct and wil re-combine vintage handbags from your old pants (don't forget to wear a tie if you want your shoulder!)

46. BRERA Special Events • Valcucine - Abbiamo un sogno: un mondo senza rifiuti (corso Giuseppe Garibaldi, 99) • De Mura - Ascolta il Design (c/o Spazio Bossi - Clerici via dei Bossi, 3) • Bertazzoni: to cook beautifully (c/o Spazio Bossi via Solferino, 7) • Peka - Flexible Living (c/o Galleria Isarte - A corso Giuseppe Garibaldi, 2) • Cover Magazine - Forza Tappeti: The Rug Revolution (/o Galleria Noseda via San Simpliciano, 2) • Segno Italiano - I ramaioli tridentini (c/o Solferino 9 - primo piano via Solferino, 9) • Segno Italiano - La ceramica atestina (c/o Galleria DadaEast via Varese, 12) • Segno Italiano - La Tigullina di Colombo Sanguineti (c/o Atelier du projet via San Carpoforo, 3) • Florim - Impress (via Fatebenefratelli, 9) • LagoStudio - LagoStore Turati - Opening! (via Filippo Turati, 3) • LagoStudio - Appartamento Lago (via Brera, 30 - II piano) • Agape - New Agape 12 concept store (via Statuto, 12) • Calligaris - Presentazione novità 2012 (via Tivoli angolo Foro Buonaparte,24) • Magis - Showroom Magis (corso Giuseppe Garibaldi, 77) • Spazio RT - Tabarellis: esplorazioni tra antico, moderno e contemporaneo (via Fatebenefratelli, 34) • Studio Henzel - Tappeticontemporanei presenta Studio Henzel (via San Carpoforo, 1) • Weiss - Weiss.cucinebianchi: RE-USE (via Arrigo Boito, 8)

47. BRERA Showrooms MarinaC via della Moscova, 6/8 Molteni&C Dada via Solferino angolo via Pontaccio Moroso via Pontaccio, 8/10 Newform Showroom via Fiori Oscuri, 3 Nike Stadium foro Buonaparte, 50 Opera Prima via Alessandro Volta, 21 Ordine Architetti P.P.C. Provincia Di Milano via Solferino, 19 Preis via Solferino angolo via Palermo RBfineart foro Buonaparte, 46 Refin Studio foro Buonaparte, 68 Robertaebasta - Fiori Chiari via Fiori Chiari, 3 Robertaebasta - Solferino via Solferino, fronte civico 3 Sicis via Fatebenefratelli, 8 Society via Palermo, 1 SoFar / SoNear via Solferino, 24 Solferino 24/A via Solferino, 24/A Spazio 900 Modernariato&Design Corso Garibaldi, 42 Spazio RT via Fatebenefratelli, 34 Sumampa via Ciovassino, 5 Tappeti Contemporanei via San Carpoforo, 1 Teatro Olimpia foro Buonaparte, 74 TOI - Theater of Imagination by Leo Burnett foro Buonaparte, 22 Urushj corso Giuseppe Garibaldi, 65 Valcucine Milano Brera corso Giuseppe Garibaldi, 99 Wall&Decò via Pontaccio, 19 Weiss.cucinebianchi via Arrigo Boito, 8 A.G. Spalding & Bros Store via Solferino, 2 angolo via Pontaccio Agape 12 via Statuto, 12 Alulife via Amerigo Vespucci, 1/3 Amoeba di Joanna Lyle Design via Marsala, 11 Antonio Lupi Showroom Milano via di porta tenaglia, 6 Appartamento Lago via Brera, 30 - II piano Basement 1 via Palermo, 1 Boffi Solferino via Solferino, 11 Brix_Superfici via Brera, 4 Calligaris Flag Ship Store via Tivoli angolo Foro Buonaparte,24 Cape Best corso Giuseppe Garibaldi, 44 Cottoveneto via Fiori Chiari, 16 Dedar via Fiori Chiari, 18 Enzo Mantovani corso Giuseppe Garibaldi, 34 Florim Flagship Storevia Fatebenefratelli, 9 Galleria Michela Cattai via Fiori Chiari, 7 Giuliano Nobili Interiors via Fiori Chiari, 26 HenryTimi foro Buonaparte, 52 I segni del tempo via Marco Formentini, 4/6 Italhome Le Sedie largo Claudio Treves, 2 Kristina Ti via Solferino, 18 La Tenda via Solferino ang via Ancona LagoStore Turati via Filippo Turati, 3 Laminam via Mercato, 3 Loft Milano via Marco Formentini, 14 ang. via Fiori Chiari Magis corso Giuseppe Garibaldi, 77

48. HERMES The first complete home collection was presented in April 2011: This year Hermès is back to Salone del Mobile with a double event. On the one hand, in via san Carpoforo, in the heart of Brera, the maison will present an installation of Shigeru Ban built using a new modular system Module H. For the duration of the Exhibition, the public can admire an entire cubic room entirely dressed with this cubic modular system. Then, in via Pisoni, in the fashion quadrilateral, in the “Maison Hermès” new showroom will be presented the new collection of textile wallpapers and furnishings which show the timeless elegance of Hermès. Module "H” Via San Carpoforo, 9Hermès Maison Via Pisoni, 2

49. BRERA ZONE • Metropolitana: M1 Cairoli - M2 Lanza, Moscova M3 Montenapoleone • Tram: 4, 3, 7, 12, 14 • Autobus: 61

50. PORTA ROMANA DESIGN • Porta Romana Design 2012 is sponsoring a territorial marketing that has as main objective the enhancement of Porta Romana zone.  • Developing a communications system suitable to bring out the best and active strengths on the territory, the main purpose is to enrich the cultural offer and the appeal of the district, able to combine tradition and the last frontiers of design, to increase the number of visitors and active users.  • Among the local partners we can find the European Institute of Design, that is open to host meetings and exhibitions, and the Terme Milano Spa, which will be home to events sponsored by companies, including the RedBull Splash Party