gufram and seletti celebrate design pride with a street parade during milan design week
 

gufram and seletti celebrate design pride with a street parade during milan design week

gufram and seletti celebrate design pride with a street parade during milan design week
(above) disaronno, pepsico, radio deejay, toiletpaper and other designers joined the carnival  
all images courtesy of seletti

 

 

 

seletti, one of the most iconic and irreverent italian brands, together with disaronno, gufram, pepsico, radio deejay and toiletpaper, paraded the city of milan during design week, with floats, music and dancing, celebrating design with their own carnival. called ‘design pride’, the procession left from piazzale cadorna, crossed the district of 5 VIE and concluded its route with a party in piazza affari. the parade saw almost 3.000 people peacefully invade the streets in a democratic party.

 

video courtesy of gufram

 

 

 

seletti opened the parade celebrating maurizio cattelan’s ‘middle finger’ and presenting two floats dedicated to its best-selling products: the alphabets —both lit and non-lit— and the projects developed by marcantonio raimondi malerba that reference nature. disaronno participated with a float that highlighted the limited edition jar with 5.000 pieces created in collaboration with studio job. gufram presented ‘p.a.t.h.s — a pop advanced transportation holistic system’, where a pop and alternative mobility system whose main characters were their iconic pieces like the cactus coat hanger, the ‘bocca’ sofa, and the ‘pratone’ seating object.

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seletti opened the parade celebrating maurizio cattelan’s ‘middle finger’

 

 

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collaboration between fabio novembre and pepsi play with the theme of emojis. on the truck are also his nemo chairs …

 

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fabio novembre

 

pepsico teamed up with fabio novembre, playing with the theme of emojis, on which the brand is building a new imaginary world. in this collaboration, the expressiveness of the pop icons matches the classic style of the designer’s ‘nemo’ armchair. the unexpected result fitted perfectly with the mood of the parade. other designers like amebe, antonio aricò, BBMDS, valentina carretta, cristina celestino, ctrlzak, umberto dattola, fabrica, h!five, ilaria innocenti, emanuele magini, piano b, marcantonio raimondi malerba, elena salmistraro, studio badini, studio nichetto, giò tirotto, sebastiano tosi, alessandro zambelli, and zaven also joined the celebration.

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the procession left from piazzale cadorna, crossed the district of 5 VIE and concluded its route in piazza affari

 

 

 

stefano seletti, art director of the design brand comments on the event: ‘we decided to organise the design pride because design is democracy, liberty, joy and we wanted to celebrate it with a huge party to involve everyone, mixing the brands and the designer to the general public. the greatest satisfaction was to see the people passing by the streets joining the parade, children waving the flags, everyone dancing. not even the rain has been able to stop us.’

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the parade saw almost 3.000 people peacefully invade the streets in a democratic party

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as the parade advanced, more people joined

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alessandro zambelli’s installation dressed two girls with skirts made of tissues

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maurizio cattelan

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stefano seletti

 

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the parade concluded with a party in piazza affari

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deejay shorty was in charge of the music

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gufram’s cactus coat hangers paraded around the city

 

 

see designboom’s instagram coverage @milan.design.week

 

 

 

 

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