DESIGN PRIDE 2016

Almost 3.000 people have peacefully invaded the streets of Milan to celebrate design with Seletti and the other brands Disaronno, Gufram, Pepsi, Radio Deejay, Tempo and Toiletpaper

Design Pride 2016, photo Meschina

The DESIGN PRIDE, the most democratic paty of the Milan Design Week, paraded yesterday, April 13th, with a colourful procession of floats, banners, stilt walkers, music, flags and dances. The pared, headed by Seletti, passed through the central streets of Milan and arrived in the 5 VIE district to culminate in a party organised in Piazza Affari by Disaronno.

Seletti and Disaronno have been joined by: Gufram, the most pop Italian design brand, Pepsi with a project by Fabio Novembre, Radio Deejay which involved the whole public with its music, Tempo the famous paper handkerchief Italian, the image-only magazine Toiletpaper created by the Maurizio Cattelan and Pierpaolo Ferrari.

Design Pride 2016, photo Meschina

Stefano Seletti, art director of the design brand: “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 the people passing by the streets joining the parade, children waving the flags, everyone dancing. No even the rain has been able to stop us!”.

THE FLOATS AT THE DESIGN PRIDE

Seletti opened the parade celebrating 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 inspired by Nature.

Disaronno participated with a float aiming to highlight the limited edition jar in 5.000 pieces created in collaboration with Studio Job. The jars were sold in Piazza Affari for 10 euros and the proceeds will be donate do Cesvi, a Charity overseeing international cooperation projects.

Gufram, the most ironic design brand, presented P.A.T.H.S. Pop Advanced Transportation Holystic System: a pop and alternative mobility system whose main characters were the most iconic pieces created by the company like the Cactus coathanger, the Bocca sofa and the Pratone seating system.

Pepsi teamed up with Fabio Novembre playing with the theme of the Emojis, on which the brand is building a new imaginary world. In this collaboration, the expressiveness othe pop icons matches with the classic style of the Nemo armchairs. The unexpected result matches with the mood of the parade, communicating the positivity of the American brand togehter with the Italian style.

Lots of music in the colourful float signed by Radio Deejay, where dejjay Shorty made eveyone dance non-stop for the whole duration of the parade.
Tempo inspired Alessandro Zambelli to design an installation where two girls were walking on stilts wearing dreamy skirts made with the brand's paper handkerchiefs. Then, a three-wheel Ape car decorated with coloured Tempo box designed by Piccione.Piccione, followed the performers.
Many designers joined the DESIGN PRIDE: 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, Zaven.

The DESIGN PRIDE project is part of "5 VIE art + design," sponsored by the City of Milan.

(Source: DESIGN PRIDE,  Seletti)