Design is the Objective

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ESIGN IS THE OBJECTIVE by Désirée Sormani - ph. courtesy by Studio Coronel

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he town of Pietrasanta, Tuscany, hosted an intense design weekend last autumn, with a series of exhibitions, encounters and events, including some sporting clashes. Architects, designers and furnishing companies came together in the artistic heart of Versilia, a magical region that is a benchmark for art and design and an increasingly important meeting place for encounters

between artists and sculptors from all over the world. This year in its second edition, the Design Week End in Versilia is a format created by Studio Coronel in collaboration with the local authorities of Pietrasanta under the patronage of ADI, the Association for Industrial Design, and the Order of Architects of Lucca. It brings together the best of the experiences of the Milan Design Week, and found first in Courmayeur, where the third edition of the event has just ended, then in Pietrasanta the perfect settings for a highly productive spread and exchange of ideas.

The long weekend in Pietrasanta featured a packed programme of events on the subject of design, architecture, sport and networking, with talks, exhibitions and even a regatta and volleyball match. All in all these events provided a showcase for the most important design studios and the best design brands, enabling them to share ideas and projects. The theme chosen for the occasion by Paola

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Pietrasanta, in the artistic heart of the Versilia region, hosted a series of exhibitions and events during the second Design Weekend to showcase new ideas. Among the talks, a round table organised by The ONE Yacht and Design to generate synergies between the yacht and furnishing worlds

Photo above, some moments of the round table organised by The ONE Yacht & Design. From right Federico, Rossi, CEO of Rossinavi, Désirée Sormani,

The ONE Yacht & Design Managing Director, Vincenzo Poerio, CEO of Tankoa Yachts and Fabio Ermetto, CCO of Baglietto (also opposite page, ceter). Top, left, Valentina Gandini, CEO of Mylius. To side, Andrea Citterio, CEO of Penta/ Arredoluce/Castaldi. Opposite page Stefania Ferrari, Digital & Marketing manager of Driade & FontanaArte and Leonardo Allasia, global marketing and communications director for Poltrona Frau

Coronel, the event’s founder and art director, was “The Propagation of Ideas”. It was also an interesting starting point for the round table organized by The ONE Yacht and Design - the Pietrasanta event marked the consolidation of a fruitful collaboration creating synergies between the worlds of yacht building and design. “Planing ideas, displacement ideas – the physics of creativity”. This was the subject of a panel where the experiences of the furnishing world were interwoven with those of the Italian yacht-building industry. These two worlds have initiated an increasingly important dialogue in this energy-fuelled setting, sharing the pleasure of living in comfort and style. The round table saw the participation of Vincenzo Poerio, CEO of Tankoa Yachts, Federico Rossi, CEO of Rossi Navi, Valentina Gandini, CEO of Mylius Yacht and Fabio Ermetto, CCO of Baglietto. Their contributions provided fascinating insights for the large contingent of designers in the room, including Leonardo Allasia, global marketing & communication director of Poltrona Frau, Stefania Ferrari, Digital & Marketing Manager of Driade & FontanaArte and Andrea Citterio, CEO of Penta/Arredoluce/Castaldi. These guests presented experiences and corporate stories that have had a significant effect on the yacht and furnishing worlds.

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“Yachts are chosen for their external lines and loved for their interior spaces, which increasingly resemble those of a terrestrial residence”, says Federico Rossi, “These days people are seeking ever more exciting experiences on board yachts”. “Interiors and exteriors used to be distinct, but now the aim now is to create large, continuous spaces”, says Vincenzo Poerio. “Yachts are increasingly ‘open’, creating a seamless space comprising interior and exterior, a typical feature of the way space is used in architecture. They are unique works created by design teams that involve a close collaboration between architects and engineers”. Mylius has worked for some time with the Parisotto Formento studio, which designs the interiors of its yachts, and Valentina Gandini described the importance of architecture, connections and materials. “In sail yachts it’s crucial to choose lightweight materials that provide performance. For us yachts are a sort of loft within a carbon fibre container. Fabio Ermetto spoke about “long seller” projects and products, saying “Baglietto has always created timeless, distinctive craft with a modern, not extreme design. We recently delivered a yacht that’s just the latest example of a model type that was first built 18 years ago and is still being produced”.

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The Design Weekend brings together the best of the Milan Design Week experiences. It involves the most important design studios and brands. For

These images show the

them, Pietrasanta and

Sant’Agostino complex in

Courmayeur for the winter edition provide ideal settings for a productive

exhibition held in the Pietrasanta. The church, the halls and the open-air spaces were the event’s beating heart. In the cloisters, a collective

sharing of ideas and

exhibition entitled “Ideas

creating synergies

several design studios

Afloat” with the work of invited to the event. Left and top, a detail of the artistic Dixpari lamps. Opposite page, the Carlo Ratti studio team, winners of the first sailingCAD: the trophy, a “Memphis”-style reinterpretation of the famous America’s Cup, was specially made by Venini from a sketch by Paola Coronel

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Above and to side, the “Brilliant Ideas” exhibition by Giulio Cappellini, architect and Compasso d’Oro career award, held in the magnificent setting of the church of Sant’Agostino with products that are cult examples of Italian and international design. Right, the Invisible City exhibition by Veronica Gaido

The theme of the durability of a product is closely linked to sustainability, also of great interest to the furnishing industry. Green, long seller products were also discussed by Leonardo Allasia of Poltrona Frau, a company founded more than a hundred years ago that has created various design icons that are still in production and that has strong liaison with the yachting industry. Stefania Ferrari, Digital & Marketing Manager of Driade & FontanaArte, brought the experience of one of Italy’s most eclectic brands and Andrea Citterio, CEO of Penta/Arredoluce/Castaldi concluded with his point of view linked to the economy, analysing the entire lifecycle of a successful idea. All these contributions held the audience’s attention and resulted in the formation of new relationships. The third edition of the winter event in Courmayeur is just over (from 1st to 4th February 2024), “And who knows?”, says Paola Coronel, the driving spirit of the event, “Next year we may see a third stage in a location that for now remains top secret”.

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