NEWS & EVENTS > URBAN UP AT MDW17
Urban Up at MDW17
Milan, April 03, 2017 EVENT PRESS RELEASE
From scaffolding to maxi installation
From the 3 to the 9 April 2017 the scaffolding in via De Castillia 23 - one of the Group projects underway in Milan - became an enormous 26x19 metre screen showing Live the City. The video, filmed by Urban Up in collaboration with Interni – was an invitation to experience the city during its most exciting week of the year.
Live the City showed the new ideas and events at FuoriSalone this year. This fascinating installation attracted a lot of attention and immediately became part of the pulsating city.
From construction site office to a journey around the Milan of the future
While Live the City was being screened in De Castillia 23, at Cà Litta - another Group project underway in Milan - thousands of visitors to the FuoriSalone “travelled” virtually around the Milan of the future, “visiting” 5 Urban Up projects that are currently being developed.
From silos to design objects
Again during MDW17, the silos on the construction site at Cà Litta became design objects thanks to the help of Ivan Tresoldi, the street artist and poet.
From a historical tram to an itinerant location
Finally, Tram Way to the future, in partnership with Urban Up, toured the traditional haunts of FuoriSalone – with the tram stop in via Albricci dedicated to Cà Litta – hosting seminars on sustainability and the future of the city. Tram Way to the future, with its historical tram from 1847, was the only itinerant location during the Milan Design Week, using a means of transport that has always represented the Milanese identity to the full.
April 03, 2017