> posted by   on April 9th 2012

Cià ch’el fèm*

Preview Milan Design Week 2012

*Literally translated as “Come on, we can make it”.

It’s clear that a new age is dawning for brands. What is a brand today and what will be its role tomorrow? I think that the future of brands lies in cooperative platforms, something like hubs.

A perfect example of such a new cooperation is a project between the world’s best known furniture brand Zanotta and Bosch, the German brand with a rich portfolio of different products like Power Tools or kitchen appliances.

The linking factor in this cooperation is NABA, the New Academy of Fine Arts of Milan, which together with Zanotta and Bosch started a teaching experiment called Cià ch’el fèm – Works of heart, made by hands. The results will be launched during the International Salone del Mobile in Milan 2012.

Under the guidance of the architects and designers Marco Ferreri and Alessandro Guerriero (respectively Director of the two-year Master of Arts Design Course and President of the NABA Advisory Board ), students of the Department of Design at NABA will work on the first phase of the design preparations, followed by the production of the prototypes of the conceived furniture items and accessories, which will be produced at the laboratories of the Academy, utilising the power tools provided by BOSCH.

The prototypes will be exhibited in the Zanotta Shop Milan, located in Piazza del Tricolore 2 (daily from April 18 to April 22, from 11h to 20h).
More information: Cià ch’el fèm

Photos by Linda Ferrari


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