La Maison Pierre Frey participates for the first time at Salone del Mobile  in Milan as partner of the exhibition Paradigm conceived by Sam Baron and the designers of FABRICA, the Italian research centre created by Benetton and considered as one of the principal homes for  young contemporary creatives.

! Save the dates !

17 — 22 April 2018

Ventura Centrale
Via Ferrante Aporti 19



Paradigm exhibiton proposes a journey through a series of installations questioning the role of the image within the contemporary design process. When renderings materialize so truly that they look real, objects turn into pictures. The design process can’t ignore the photogenic quality of the object. If the image becomes more valuable than the object itself, why make anything physical in the first place? Is this a perversion of design or is this an act of liberation?

Using La Maison Pierre Frey products for their diversity as for their historical contribution to decoration, the young creatives from FABRICA explore the potential of material – crisp or soft, plain or patterned – to blur the boundaries between the object and its representation, composing an exhibition where the object is the image, and image is the object…

The event takes place in Ventura Stazione, renowned for its visionary selections beside the traditional frame of the furniture fair, displaying the renew of the contemporary design and new ways of expression. The space also hosts international figures as the dutch Li Edelkoort or the American magazine Surface.


“The exhibition Paradigm is based on the essential needs of the human being represented in a creative and dreamlike way. The series of three-dimensional installations question the role of design and its omnipresent visual representation in today’s contemporary society, composing a unique experience and narrative”

 - Sam Baron


FABRICA - Fabrica is a communication research centre based in Treviso, in the North of Italy. It belongs to the Benetton group. Established in 1994 by Luciano Benetton and Oliviero Toscani, Fabrica – from latin « atelier » – is presented as a trends and innovation laboratory, multicultural and transdisciplinary. Directed by an international team, Fabrica encourages the creativity of young artists, designers, journalists, creatives from around the world. The range of disciplines is equally diverse, from product design to editorial, including video, interaction or music. Fabrica aims to cross the fields in order to experiment new forms of communication and inspire a specific creative category of young “social catalysts”, aware of the evolution of the modern society’s trends. Fabrica is renowned for the conception of several commercial and humanitarian advertisings (Amnesty, SOS Racisme, and the famous campaigns from Benetton…) and its magazine COLORS.
SALONE DEL MOBILE – MILAN  - Created in 1961, The Salone del Mobile in Milan is today one of the most awaited event in the world of furniture. With more than 2,000 exhibitors from all overt the world, it is a international reference point for the design, interior and furnishing sectors. Within a week, Milan becomes an active space where many events and exhibitions happen at the same time, in and around the city and in the big Fair Space at Rho Fiera. The Salone del Mobile has now became a system of connections, creativity and innovation where more than 300 000 people – entrepreneurs, journalists, collectors, intellectuals, critics, designers, architects, creatives – converge and gather. 




The Design Triennial in Liège is the institutional partner of Paradigm, that will be presented in Belgium next Autumn.

next: 5 October — 25 November 2018
Musée La Boverie
Parc de la Boverie 3,






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