BE OPEN at Milan Design Week 2013

LONDON, March 19, 2013 /PRNewswire/ --

BE OPEN Installation: House of the Senses by Christophe Pillet, part of INTERNI's

HYBRID ARCHITECTURE & DESIGN project

Università Statale di Milano, Cortile della Farmacia

8-21 April

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

Università Statale di Milano, Aula di Rappresentanza

9 April 14.30 - 16.30

BE OPEN Food Theatre

Food experience by I'm a Kombo

Moroso Showroom

9 April, 17.30 press preview 19.30 cocktail (by invitation only)

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's Hybrid Architecture & Design project, from 8-21 April, with an installation by Christophe Pillet in the University's Cortile della Farmacia, the BE OPEN Talk, a panel disucssion 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. The Foundation is committed to developing this concept, finding ways of connecting with people's intuitive responses through inventive combinations of the sensory and the technological, to create the ultimate in multi-sensory experiences.

"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 installation at the University is a part of Interni Magazine's Hybrid Architecture & Design project. 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.  Animating the XV century portico that surrounds the courtyard, Zang Tumb Tumb's technological interface will dialogue with Pillet's tactile, sensory work.  Sfelab were the winners of the BE OPEN Design Competition, a platform for young talent.

Prominent creatives, sociologists and entrepreneurs, such as innovation guru John Thackara, star chef Davide Oldani, global designer Christophe Pillet and the others, will share their thoughts about the sensory future in the BE OPEN Talk Senses and Tastes - a panel discussion moderated by critic 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, a brand new element of the foundation's sensory programme. On 9 April, BE OPEN will host a unique event focusing on the sense of taste, with an innovative food experience at Moroso's showroom in via Pontaccio. Celebrated designer Patricia Urquiola will create a 'stage' for Italian chef Massimiliano Alajmo, and the Danish duo I'm a Kombo, in which they will create sensory themed food.  

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.

Press contacts
Theresa Simon & Partners, London
Wendy Brierley, wendy@theresasimon.com, Theresa Simon, theresa@theresasimon.com
+44-207-734-4800

BE OPEN
Tania Nudelman, Tania.nudelman@beopenfuture.com

SOURCE BE OPEN