Retrobottega

The interior of historical Milanese workshop Ferramenta Pietro Viganò, founded in 1927, was the magical location of "Retrobottega", the first exhibition organized by young architecture and design collective SFUSO, which took place during the last edition of the Salone del Mobile. Here, where time seems to stand still, the Milan-based collective exhibited the results of the open call that was launched earlier in the year.

Far from neutral and artificial spaces that characterize many events of Milan's Design Week, this small exhibition showcased independent designers and self-made objects which make use of the new designer-to-consumer (D2C) production model. Thanks to the web, new prototyping and manufacturing techniques, and traditional craft knowledge, designers are able to create, produce and sell products without the brokerage of large companies. With Retrobottega, SFUSO —  Simone Brambilla, Paolo Ceresatto, Martino Lunghi, Gabriella Manfredini, Valerio Occorsio, Alessio Roncaglioni and Caterina Secchi — sought to explore D2C, while also promoting reflection with a series of lectures, the Retrobottega Talks, with speakers such as Matteo Ferroni, Antonio Scarponi and Q9 Magazine.

In order to arrive at the exhibition, the visitor entered Ferramenta Pietro Viganò and followed a narrow hallway surrounded by tall shelves where boxes, screws and bolts, long iron bars, keys of all sizes and all kinds of small metal objects are packed. The exhibited objects are unveiled in a series of cardboard stands, from tables and chairs to lamps and bird feeders, representing 29 young designers and studios from Belgium, Germany, Greece, Hungary, Japan, South Korea, Italy, the Netherlands, Spain and the UK.

By displaying these objects in such a special context, SFUSO managed to create a striking atmosphere in the historical workshop. The collective now aims to continue developing initiatives in this format, promoting design trends and young talent while simultaneously raising awareness to hidden and unique places like the Ferramenta Pietro Viganò.

Participants in Retrobottega include Architecture Unconfortable Workshop, Acquacalda, A – LL Architetti, Andrea Zausa, Appareil, Beunperfect, Design Bottega, Ddum-studio, Duccio Maria Gambi, Emile De Visscher, Franceso Pace & Francesco Forcellini, Gaetano di Gregorio, Giada Lagorio & Jasmine Pilloni, IVDesign, Jiyoung Seo, Laboratorio 2729, Laboratorio Graffe, Laboratorio Paravicini, Late Bloomers Design, Martina Merlini, Mirco Kirsch, Tomo Kimura, Peter Yong Ra, Phil Procter, Sartoria Vico, Tecnificio - Kentstrapper, Utopic lab, Vud, and Whatwelike-design.   Through 14 April 2013 Retrobottega Ferramenta Pietro Viganò via Montevideo 8, Milan