via Conte Rosso, 22 Milano

9 – 14 April 2013
from 10.00 am to 8.00 pm
free entrance


Curated by
Stefano Maffei

Projects by
Massimiliano Adami
Fabio Bortolani
Carlo Contin
Antonio Cos
Lorenzo Damiani
Andrea Gianni
Paolo Ulian

In collaboration with
Autoproduzioni Italiane
Zona Ventura Lambrate

Supported by

Subalterno1 presents Autoproduzioni Italiane, its new brand that will distribute, promote and support self-Italian design. For the occasion, a new online shop is going to be open, to view the collections and order exclusive objects. Autoproduzioni Italiane will perform an exhibition with two collections: the N°1 which includes self-produced objects only in one piece or limited series and the No.2, aimed at wider audience, which is composed of a selection of self-produced objects ranging from accessories to furniture. The selection of proposals tells in some way the approach and the design philosophy of individual designers and their different way of thinking about the selfproduction. We need a strong cultural change to rebuilt the traditional design, possible only through a serial way, into an experimental professional attitude. Subalterno1 wants to expand this theoretical point of view towards, imagining that this initiative could help everyone to rethink a new market, more sensitive about un-conventional attitudes. Really … – to paraphrase a famous song – the we are the industry (us, designer). Today we are the main characters in the construction of this long tail production and distribution in which each designer can be a (micro) business. A network of investigators that think, organize, connect and communicate with each other, sharing to the world their own vision. With a subversive idea this fact is becoming pervasive: we are restoring the values of thought, work and consumption awareness in a world of global goods. Now more than ever … It can be done!