by Michelangelo Giombini
Interni=FuoriSalone. Interni’s particular approach to exploration of the world of design production has led the magazine, over time, to intensify its activities in the organization of events that can promote and narrate a design culture made of industrial companies with unique capacities, and architects and designers able to stage those capacities in experimental installations. In this sense, the events created for Design Week in Milan, the original ‘FuoriSalone’ that began in 1990 thanks to an intuition of the present editor-in-chief Gilda Bojardi, have immediately functioned as incubators, ready to combine the dimensions of design and architecture and providing concrete stimuli for the practices of the companies and designers invited to take part. The story of the Interni Events starts in 1998 with the first large urban exhibition, Light Tower, in which Milan’s busiest streets hosted seven luminous, multimedia landmarks, with real-time displays of interviews, images and new projects.
As the FuoriSalone phenomenon became more established and autonomous, the Interni work group could invent its own initiatives without overlooking its role in the coordination of the happenings around the city. This meant the beginning of a path of exploration that over the years has brought a surprising sequence of over 200 special works and installations that could never have come into existence only on the basis of pragmatic needs of production. Among those who have contributed to develop the April events, Alessandro Mendini and Michele De Lucchi have played a fundamental role as advisors, supporting Interni with the wisdom and courtesy of true masters. From the streets and squares of the center to the gates of the city, all the way to the buildings that symbolize the history of Milan, first the Sforzesco Castle and then, in recent years the historic Ca’ Granda, now the Università degli Studi: the search for ideal locations for the Interni exhibitions, often leading to unexpected and surprising results, have brought to light and granted identity to hidden places of the city, stimulating the birth of new creative districts and contributing to open up the city to an international context. In this city, from which the magazine carefully observes the progress of design, now in a state of widespread transformation, with an eye on the upcoming Expo, Interni interprets the inseparable relationship between design and communication, leaving the territory of the printed page to branch out into special initiatives to represent the world of design in all its infinite variations.