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Poli.Design Presents New Entertainment Design
Claimed to be the first and only course in Europe of high standard training in New Entertainment Design has been presented to the international audience of the Milano Design Week. It is a specialization by Poli.Design, Consortium of the University Politecnico di Milano, and was targeted at architects and professionals interested in planning new entertainment spaces, under the sign of design and new aesthetic languages.
The conference for the presentation of the course in New Entertainment Design took place on 15th April at the ‘Milano’ in Via Procaccini 37, one of Milan’s most innovative night venues. The conference hosted the presentation of the new features of the international trade show SIB 2006 – Entertainment & Event Technology by Rimini Fiera, sponsor, through SIB Atmosfair, the section specialized in design for New Entertainment venues, of the new Poli.Design course.
Participants at the meeting were Francesco Zurlo, managing director of Poli.Design, Piero Venturelli, general manager of Rimini Fiera, Augusto Andraghetti, President of APIAS, Gianpietro Sacchi and Giacomo Rizzi, lecturers at Politecnico di Milano and of the course in New Entertainment Design and Vinicio Valdo, deviser-entrepreneur of night entertainment venues.
The New Entertainment phenomena is changing the night entertainment scene in Italian and European cities, where every day new types of clubs are born, such as DJ bars, show restaurants, ethnic bars, beach clubs, wine bars e lounge clubs: they are venues with a precise aesthetic image, where atmosphere, taste, design are decisive for their success.
“The course of high standard training in New Entertainment Design depicts a new specialization for architects and professionals interested in planning spaces for the ‘new entertainment’. It is a new direction of the market that requires precise competences, creativity and professionals, explains Francesco Zurlo, managing director of Poli.Design. The course widens the formative offer of Poli.Design whose goals are the permanent innovation-oriented professional updating and the integration between the academic and productive worlds for the development of design.”
New Entertainment influences a highly potential market that involves companies of different sectors of production ranging from furniture to lighting, to sound and video technologies. “The change involves the whole market, explains Gianpietro Sacchi, lecturer at Politecnico di Milano and AIPi representative in Poli.Design board of directors - because besides widening the commercial opportunities, it pushes the firms of the entire productive line involved in this sector towards innovation. It touches new realities, such as producers of internal design, who today can turn successfully to this sector exclusively reserved before for specialized companies. All the elements that characterise these new spaces such as couches, armchairs, tables, lights, materials, finishings, coverings and complements, are all aimed at making the audience feel comfortable, as in a beautiful home, and designers and club owners have consequently changed.’’
New Entertainment is also influencing the features of a different kind of spaces, with a different fruition. Giacomo Rizzi, lecturer at Politecnico di Milano states: “More and more often we see retail spaces of different kinds, multi-stores or fitness centres that move in the direction indicated by the New Entertainment venues, opening internal restaurants or DJ-bars. Also home interior design shows the influence of new entertainment, while clubs offer ‘home’ solutions to make customers feel comfortable. It’s the success of these venues that exercises a strong suggestion, and it is also a new shared way to intend the experience of conviviality, which is ever more conceived as fun, exchange, understanding, and a passage from ‘I to you’ quoting Aldo Bonomi, sociologist and lecturer at the course.”
“The sponsorship, through SIB Atmosfair, of the new course by Poli.Design is the result of a co-operation started with Politecnico di Milano already in 2004,” explains Piero Venturelli, general manager of Rimini Fiera. “In fact, during the last two years the Faculty of Design of Politecnico di Milano has dedicated to the new entertainment venues the Laboratory of Metaproject, the results of which were exposed through both a workshop and an exhibition at the trade show SIB 2004. This synergy is part of Rimini Fiera strategic lines. We have always sought a co-operation with authoritative institutions for a better comprehension of the market and new openings of our trade shows both in the direction of academic research and potential motives to innovation for producers.”
“I have created over a hundred clubs until now and always alone, as I liked - tells Vinicio Valdo, creator and manager of many successful clubs in Milan – which means that they are characterized by atmosphere, furniture, design, lighting and precise sound choices, such as the clubs that I manage today, the Milano, Roialto, Cubolungo and the Tritone. After having seen at SIB Atmosfair the projects for innovative night venues that were devised by the students of the Faculty of Design at the Politecnico, I have decided, on the occasion of this new course, with which I am glad to co-operate, to give students the opportunity to apply their imagination on the refurbishment of a real location that will be inaugurated next year.”
The course of high standard training in New Entertainment Design will start on 13th June at the University Politecnico di Milano, and will include lessons, formative tours e workshops by academic lecturers and renowned professionals of the sector.
22nd April 2005
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