Iconic pieces that have marked the history of Italian and international design from the 50s to today. They are the ones who tell a piece of Italian history from the post-war period to the present day in the exhibition “100% ORIGINAL DESIGN” on display at MAXXI (National Museum of XXI Century Arts) in Rome from 19 November 2014 to 4 January 2015.
The exhibition itinerary is enriched by video interviews, data and information on industrial counterfeiting and images of the objects that have made the history of Italian design. A path that aims to involve and excite visitors, where objects and furnishings show their innovative forms, the small and large technological advances they witness, the interpretations of social needs and moods they have brought and explain why of their permanence in the imaginary and in real life.
The exhibition is produced by Elle Decor Italia with the patronage of the Ministry of Economic Development, the Municipality of Rome Capital, the Municipality of Milan, Expo 2015.
"100% Original Design - explain the promoters - wants to highlight the creativity in design spread in Italy and abroad by the founders of international companies still custodians of a solid design and entrepreneurial tradition and by dozens of designers and architects who have shared and they still share the story today. A synthesis of an immense heritage, made up of things, ideas, women and men, which has entered our homes, design history books, company case histories and museums around the world”.
The exhibition arrives in Rome after an initial visit to Milan and is the second stage of the Be Original project, promoted in defense of original design and to raise awareness of the fight against counterfeiting of industrial design.
