04-04-2017 - Ventura Lambrate and Ventura Centrale @ Salone del Mobile. A daily blog by Margriet Vollenberg.
TEXT MARGRIET VOLLENBERG
Tuesday 4th of April – Yesterday somebody asked me how many years I've been organising events in Milan. I realised that this is my seventeenth year... Seventeen years of FuoriSalone!
After months of careful curating, and thoughtful planning – followed by a hectic week of building-up – this morning Ventura Lambrate and Ventura Centrale finally kicked off. It always is a magical sensation to close the doors of the exhibitions spaces on Monday night – usually long past bedtime – and open them the next morning for the design world to see. For my team and me, in a way it is also a relief to see that putting together this puzzle has once again worked out and the event is ready to share with the visitors. Today the work outfit comes off, the dress goes on and the Stanley knife and screwdriver are put back where they belong.
BUZZ NEVER GROWS OLD'
This transformation buzz never grows old. Each new project starts with the search for undiscovered locations and matching them with the right exhibitors. The search for the location for the latest event Ventura Centrale felt like an expedition. Together with project manager Fulvia, we crossed the whole of Milan looking for that one special place. This process requires trust in your instinct and capabilities in order to overcome uncertainties. That is why I am so thrilled to present you these 102-years-old warehouses at the Central Station of Milan that have been closed for over thirty years.
Keeping this in mind, I find it even more admirable that the exhibitors at Ventura Centrale were willing to jump into this new adventure with me. I know it takes guts to pioneer and to embrace the unknown... And maybe you have to be a bit crazy too... But what a result! The wow-factor of these hidden vaults has been multiplied and the grand installations that are showcased form a museum-like experience. I'm proud it has come together as I hoped and envisioned.
'IT TAKES GUTS TO PIONEER
AND TO EMBRACE THE
UNKNOWN... AND MAYBE
YOU HAVE TO BE A BIT
Day one is a fact. Many visitors and press have already found their way to Ventura Centrale and tomorrow we will have our open evening at Ventura Lambrate – the night when the area truly transforms into a little festival, when dozens of exhibitors celebrate their hard work with drinks, performances and music. Cheers, saluti, a domani!
About the author
Margriet Vollenberg is the founder of Organisation in Design and founding art director of Ventura Projects. Ventura Projects organises design events all over the world. In Milan Margriet and her team are responsible for the organisation of Ventura Lambrate (8th edition) and Ventura Centrale (for the very first time). In this special blog she shares her day-to-day experiences with the readers of Dude, Dutch Designers Magazine.
2: Salviati, before at Ventura Centrale
3: Salviati, after at Ventura Centrale