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Milano Design Week 2024 witnesses a spectacular display of innovation and heritage at the Italdesign Showroom, located in the prestigious Opificio 31 event space on Via Tortona 31. From April 15th to 21st, 2024, visitors are treated to a journey through time and design philosophy, as Italdesign unveils the world debut of the 1:1 physical see-through model of the Asso di Picche in Movimento.
Joaquin Garcia, Head of Design at Italdesign, emphasizes the enduring significance of tangible models in an era dominated by digital innovation. He states, "A tangible 1:1 model remains central in its ability to captivate, inspire, and evoke genuine emotional response. It offers a preview of future trends and enables the assessment of proportions, elegance, and functionality in real-world environments."
CEO Antonio Casu highlights Italdesign's commitment to excellence, leveraging advanced manufacturing techniques and artisanal craftsmanship. He remarks, "We combine cutting-edge equipment with the expertise of our craftsmen to ensure the best for our customers."
Asso di Picche in Movimento represents Italdesign's creative team's aspiration to provide a contemporary interpretation of the company's philosophy. This vision extends to address modern automotive challenges while celebrating heritage and iconic designs.
The physical model, meticulously crafted from epoxy resin and sleek plexiglass, showcases the fusion of tradition and innovation. Its design, coated in water-based metallic grey paint with hints of blue, speaks volumes about motion and fluidity, paying homage to the original car while projecting a vision of the future.
Every detail of Asso di Picche in Movimento reflects Italdesign's dedication to driver and passenger experience. From the seamlessly integrated technology to the minimalist and iconic dashboard, the model offers a glimpse into a sophisticated and user-friendly automotive future.
At the heart of Italdesign's showcase lies a commitment to sustainability and human-centric design. Materials like non-animal derived leather and sustainable microfiber adorn the interiors, while natural fragrances elevate the sensory experience for passengers.
In addition to Asso di Picche in Movimento, Italdesign presents Terra, Faemina, and Esasit industrial design products, along with the Aurea packaging project, showcasing the company's multidisciplinary approach to design excellence.
As visitors step into the Italdesign showroom, they are greeted by an eye-catching sculpture of Asso di Picche in Movimento, symbolizing the company's unwavering dedication to the art and science of automotive design. Alongside the modern interpretation stands the historical Asso di Picche, dating back to 1973, providing a poignant reflection on 50 years of Italian excellence.
Milano Design Week 2024 marks not only a celebration of design innovation but also a testament to Italdesign's enduring legacy and vision for the future of mobility. As the automotive industry continues to evolve, Italdesign remains at the forefront, shaping the way we experience movement and design.
