The Alcova design platform has opened its doors for the fourth time during the Salone del Mobile. It is something of a sustainable counterpart to the consumer-driven Salone on the exhibition grounds. This is very popular with visitors.
The Alcova design platform has opened its doors for the fourth time during the Salone del Mobile. It is something of a sustainable counterpart to the consumer-driven Salone on the exhibition grounds. This was very well received by visitors.
No, Alcova is not an anti-Salone, emphasizes Valentina Ciuffi. The founder of the creative agency Studio Vedèt launched the event in Milan together with Joseph Grima from the architecture think tank “Space Caviar”. Nevertheless, Alcova is showcasing many solutions that are sorely lacking at the Salone del Mobile 2022. This is because the major event for the design industry at the Milan exhibition center has shelved many remarkable approaches that were developed out of necessity in 2021.
Working on binding sustainability rules
Last year, architect Stefano Boeri designed a hall architecture for the Salone in which manufacturers presented their products in a predetermined shelf structure. The idea was that this system could be dismantled after the trade fair and reused for future events. Which never happened. Instead, the organizers of this year’s Salone del Mobile are patting themselves on the back for not laying carpet in the halls. Otherwise, the battle for materials continues unabated, both for the stands and for the barely slowed flood of new products. They are working on binding sustainability rules for exhibitors, explains Maria Porro, President of the Salone. But of course no manufacturer should be overburdened.
Alcova: exhibition, educational event and networking event all in one
Alcova is not the Salone of the future, explains Joseph Grima, he just hopes that the Salone of today is not the Salone of the future. However, the success of Alcova is also inextricably linked to the appeal of the major Salone del Mobile event. In 2022, Alcova will take place for the fourth time alongside the Salone in Milan. Since then, the show, which aims to be an exhibition, educational event and networking event at the same time, has grown each time. It now occupies four buildings in a former military hospital in the west of the city. The use of vacant infrastructure is part of the concept. As a result, Alcova works in a practically resource-neutral way.
Shared interest in conserving resources
Virtually no changes were made to the buildings. The organizers of Alcova use the venue as they find it. In the case of the old military hospital, this creates a morbid charm that attracts visitors in droves. In some cases, not as many people can be allowed onto the grounds as would like to enter. Those who do get in wander through the former hospital corridors with their light blue tiled walls and find a different exhibitor in each former hospital room. These are young design studios from all over the world as well as small manufacturers, universities, research projects and artisans. They all share a pronounced interest in resource-conserving action. For the most part, they also share an attitude that rejects the design business as seen at the Salone.
Alcova as a meeting place for established companies and young designers
The audience here is much younger than at the exhibition center. Many students and young designers have made their way out to the suburb of Baggio. But the buyers who visit the Salone are missing. Instead, young designers and start-up founders, young academics and design fans meet on the old hospital grounds. It is therefore surprising that only a few established companies have recognized the opportunity to make their presence felt at Alcova. One such company is bathroom fittings manufacturer Laufen, which has always demonstrated an excellent feel for social developments in recent years. Together with Milan-based design studio NM3, Laufen is presenting the sound and video installation “Just add water” at Alcova. The designers, who have already worked with Off-White and Adidas, among others, are currently developing a product series with Laufen. “We are trying to bring established manufacturers together with young designers – also to challenge them,” says Valentina Ciuffi, describing the organizers’ principle.
In the next room, Snøhetta and the Brussels-based designers from Studio Plastique are showing their newly developed glass tile – an upcycling product made from the glass panes of discarded ovens and microwaves. The translucent tile has a kind of terrazzo look and can be used for all surfaces with the exception of floors. However, a major challenge at the moment is getting hold of the discarded ovens and microwaves, report Theresa Bastek and Archibald Godts, the founders of Studio Plastique. So far, the electrical industry has not been particularly receptive to the new product. “It would be great if that changed soon,” hopes Theresa Bastek.
A place of learning and exchange
Just as important as the projects and products on display, says Joseph Grima, are the cafés, bars and dining areas on the site. “Alcova should first and foremost be a meeting place, a place of exchange and networking.” From the very beginning, the success of Alcova was based on the fact that everyone involved used their networks to make the event a success, explains Valentina Ciuffi. Alcova is a place of learning where everyone involved, including the visitors, should expand their knowledge by exchanging ideas with each other, adds Joseph Grima. And so young students come here as well as curators from MoMA to talk to each other.
All photos: Baumeister/Fabian Peters
Impressions from Milan: Editor-in-chief Fabian Peters was on site and reports on his impressions of the Salone del Mobile 2022.
