LONDON, April 4, 2013 /PRNewswire/ —

BE OPEN brings a sensory feast to MILAN DESIGN WEEK 2013

BE OPEN Installation: House of the Senses by Christophe Pillet, part of INTERNI’s
HYBRID ARCHITECTURE & DESIGN project
Video installation by Studio Azzurro
Università Statale di Milano, Cortile della Farmacia
8-21 April

Zang Tumb Tumb, interactive experience by Sfelab
Winners of the BE OPEN Competition for Young Talents in Interactive Design
Università Statale di Milano, Cortile della Farmacia
8-21 April

BE OPEN Talk: Senses and Tastes, moderated by Philippe Daverio

Participants: Aldo Cibic, Davide Oldani, Christophe Pillet, Michelangelo Pistoletto, John Thackara

Università Statale di Milano, Aula di Rappresentanza
9 April 14.30 – 16.30

BE OPEN Food Theatre
Food experience by Massimiliano Alajmo and I’m a Kombo
Installation by Patricia Urquiola

Furniture by Moroso, textiles by Kvadrat
Moroso Showroom
9 April 17.00 – 18.30

BE OPEN’S journey continues in Milan at Fuorisalone 2013.  After the launch at last year’s Milan Design Week, BE OPEN returns this year at Università Statale as co-producer of INTERNI magazine’s Hybrid Architecture & Design exhibition, from 8-21 April, with an installation by Christophe Pillet in the University’s Cortile della Farmacia, the BE OPEN Talk, a panel discussion moderated by Philippe Daverio on the sensory future and the BE OPEN Food Theatre at the Moroso showroom, a unique food experience.

These events are a part of an extensive programme to research design for the five senses through innovative projects that reach out to the sixth sense, or intuition.

„This is BE OPEN’s second year at Milan’s international Design Week, underlining its commitment to becoming a bridge between the great minds of our time – philosophers, sociologists, designers, architects, artists, publishers, writers, businessmen and opinion leaders- and the promising new minds of the next generation.” (Elena Baturina, Founder of BE OPEN)

BE OPEN’s House of the Senses, an architectural installation by leading architect and designer Christophe Pillet, will be juxtaposed with Zang Tumb Tumb, a series of interactive design works by multidisciplinary practice Sfelab-the winners of the BE OPEN Competition for Young Talents in Interactive Design.

The House of the Senses is a contemplative pavilion located in the center of Cortile Farmacia and integrated with the existing geometry of the formal garden. The three walls of the pavilion are screens for moving images created by Studio Azzurro. Visitors will be drawn by the pulse of films streamed onto the pavilion and by Sfelab’s interactive performances in the surrounding colonnade.

Prominent creatives, artists and scholars, such as celebrated artist Michelangelo Pistoletto, inspirational designer Aldo Cibic, innovation guru John Thackara, star chef Davide Oldani and global architect / designer Christophe Pillet, will share their thoughts about the sensory future in the BE OPEN Talk Senses and Tastes – a panel discussion moderated by Philippe Daverio at the Aula di Rappresentanza at Statale University.

The Fuorisalone will also be the setting for the launch of the BE OPEN Food Theatre at the Moroso showroom on 9 April. Using Kvadrat’s textiles and Moroso’s furniture, celebrated designer Patricia Urquiola will create a 'stage’ where Massimiliano Alajmo and I’m a Kombo will stage a food performance.   A different sense will be integrated into each one of the dishes so that guests can hear, smell, touch and see food differently, as well as tasting it.

This event is the precursor to BE OPEN’s Paris–Dakar project, a series of concept restaurants that will be designed in collaboration with the most interesting creatives of our time.

BE OPEN is a cultural and social initiative that aims to harness the brainpower of creative leaders through a system of conferences, competitions, exhibitions, master classes and art events. Behind the creation of BE OPEN stands an international team united around Russian businesswoman, entrepreneur and philanthropist, Elena Baturina. A long-term, international, multidisciplinary, multi-faceted project, BE OPEN will allow leading contemporary thinkers and creatives to meet up with those in the media and business, discuss their ideas and visions and ultimately make change happen.

http://www.beopenfuture.com

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