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#OOO Cassina and Vogue Italia for “Out Of Ordinary”
A SPECIAL PROJECT FOR MILAN DESIGN WEEK FEATURING THE ICONIC SORIANA.
Cassina and Vogue Italia have joined forces to give life to “Out Of Ordinary”, a special project for Milan Design Week featuring Soriana, designed by Afra and Tobia Scarpa and reissued this year in an eco-friendly version. It is exactly this expression of a free-spirited, creative and contemporary lifestyle that has inspired the name of this project: “Out Of Ordinary”.
The fashion world meets Soriana in the September issue of Vogue Italia in which a photographic production will be unveiled and, on the 10th of September, a calendar of conversations on the Instagram profiles of AD and Vogue Italia has been organised with a selection of special guests who will engage in discussions around the concept of what it means to be out of the ordinary.
From the 4th to the 10th of September, the public will have the pleasure of discovering the installation “Out Of Ordinary”, curated by Vogue Italia with the set designer and interior stylist Laura Tocchet, in the windows of the Cassina Milan Showroom on Via Durini 16. Innovating a major design myth means reconciling its legendary nature with the needs of modern life. With this in mind, the choice of materials and production methods demonstrates the change made whilst leaving the spirit of the product intact. Soriana’s new sustainable concept projects the product into the present day, into a new eco-friendly and contemporary habitat. The installation’s intention is to depict an everyday situation of social interaction set in a real domestic setting. Within this setting, unusual characters communicate with each other through gestures and objects linked to a new world. While small traces of the past remain suspended over their heads, recalling that the ordinary has not yet disappeared, their new bodies have finally found a new and friendly setting.
It is possible to see a special performance that will animate the window display on Saturday 4th of September, from 12-3pm and from 5-9pm, as well as every day from Sunday 5th to Tuesday 7th of September, from 5-8pm.