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Milan 16.12.2021

Italia Geniale: Italian Design on Display in Dubai

After being forced to stop due to the COVID19 pandemic, the Expo returns to Dubai after six years, highlighting architecture, cultures and innovations from 192 countries.

Initial data shows an increase in visitors and access to the Italian Pavilion and its social media pages.

For the occasion of Dubai Design Week, ADI and ADI Design Museum have created the exhibition: "Italia Geniale", in which the goal is to enhance the creativity of industrial design and the Made in Italy concept. Not only that, but as the curators Carlo Martino (La Sapienza, Roma) and Francesco Zurlo (Politecnico di Milano) explain: the exhibition is an opportunity to interpret design "as a means of enhancing and legitimizing the capabilities of the person." We, therefore, try to lead visitors to explore typical objects of everyday life, as well as those which are the most recent innovations.

For this purpose, 99 products cataloged in five sections have been selected: imagin-able, work-able, relation-able, live-able, move-able. There are also two products designed by MM Design: the alpine skiboot Masterliteand the protection Galaxy Body Armour.

Human beings, with their needs and desires, are the focus of the exhibition, highlighting Italian humanistic culture. "Italia Geniale" promotes techniques and experiences with an emphasis on the macro theme of sustainability, which is of major importance for the entire Expo.

Read the letter also in:

Italian

Maria Elisabetta Ripamonti

BUSINESS DEVELOPMENT MANAGER EUROPE

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