6 days, 68,000 visitors, 16 vaults and 17 immersive design installations…

The 3rd edition of Ventura Centrale proved itself to be an unmissable stop on the Milan Design Week itinerary, attracting large numbers of design experts, journalists and the general public.

The historic Magazzini Raccordati tunnels, this year almost doubled in number, housed installations that were interactive, provoked social questions, made the crowds dance, dive into new technologies and materials, and put a smile on the faces of the visitors.

Photo credits: Claudio Grassi


The 2019 exhibitors conjured up pure design magic and here are a few of our top picks:

1.    FREITAG with Georg Lendorff invited you to recognise, confess and ask forgiveness for your design sins in a 3D video installation.

"FREITAG loves that the former warehouses under the Milan train station still exude an air of heavy haulage - no surprise that it clicked.

Being centrally located and appropriating an own vault, Venture Centrale was the perfect platform for our "Unfluencer" installation to initiate a discussion not only about aesthetics but also ethics." - Daniel Freitag, co-founder of FREITAG.

Photo credits Claudio Grassi

Photo credits Claudio Grassi

2.    With an entrancing tube-framed cubical light installation, Aria gave a fresh and youthful spin to a rich and artisanal lighting company.

Photo credits Claudio Grassi

3.   Kwangho Lee and Wang & Söderström displayed the latest paint trends from NOROO Group’s trend book in a ‘solar eclipse’ inspired exhibition.

Photo credits Claudio Grassi

4.    Lavazza served thousands of free coffees to celebrate the launch of their new machine. The setting, a coffee club in the shape of a bank safe, was dressed in designs by Gufram

Photo credits Claudio Grassi

5.    A real pool party emerged under the train tracks, organised by Weltevree. The stunning collection includes the applauded ‘Flying Dishman’ by Joep van Lieshout

Photo credits Max S. Volonté

6.   Yamaha Corporation Design Laboratory showed quirky and endearing reinterpretations of musical instruments, from a vertical piano to a sofa that forced you to embrace a cello case

Photo credits Max S. Volonté

7.    With a two-fold exhibition comprising of natural patterns and kimono patterns, Dai Nippon Printing (DNP) showed contemporary printing techniques

8.    Maarten Baas’ exhibition included a galaxy of screens transmitting thousands of video fragments, all repeating the words ‘I think...’, activating philosophical introspection on human thought.

"One of the most anticipated design hubs in recent years (especially for the international audience at Fuorisalone) and a social catalyst for the emerging NoLo neighborhood." - Giovanni Carli, Elle Decor Italia

Photo credits Claudio Grassi


To see more of the exhibitors and relive the Ventura Centrale 2019 experience, watch their highlight video, simply click here or the on the video below to see it


Ventura Projects will be returning to INDEX in Dubai this 17 - 19 September 2019 at the Dubai World Trade Centre and the call for entries is now open. After the success of the Ventura Dubai debut at INDEX 2018, we can’t wait to see what contemporary designs they bring to INDEX this year.

To find out about their participation in 2018 read the case study.

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