Since the first Salone del Mobile in April 1961, Milan has become the design capital of the world. To honour the city on this occasion, British design brand Tom Dixon will host a \u201824 Hours\u2019 event in Milan on 13thApril on what would have been this year\u2019s first day of Salone (before it was moved to September\u201821). On the day, Tom Dixon will also launch BURST chandelier and a 100% recyclable HYDRO chair in a 60-piece limited edition run. The designer will be present in Milan… as a hologram.This event is the fourth stop on Tom Dixon\u2019s global \u201824 Hours\u2019 tour following Paris (January 20), Copenhagen (September 20) and Stockholm (February 21).<\/p>\n
On the 13th of April, Tom Dixon will host \u201824 Hours in Milan\u2019 with a series of digital events, high profile talks, retrospectives and activities celebrating Milan and Salone del Mobile\u2019s long-standing contribution to the design world. New and long-time friends of the brand will join to make this day extra special. Guests will include: architect Stefano Boeri<\/strong>, designer Giulio Cappellini<\/strong>, INTERNI magazine Director Gilda Bojardi<\/strong>, Vogue Italia & Architectural Digest Italia editor Emanuele Farneti<\/strong>, Milan icon and celebrated gallerist Rossana Orlandi<\/strong>, Creative Director of Italian luxury fashion house Missoni, Angela Missoni<\/strong>, Business of Fashion contributor and luxury expert Luca Solca<\/strong>, Gilles Masse<\/strong> from Wallpaper * Store, Francesca Sarti<\/strong> founder of the renowned Arabeschi di Latte food design studio,CEO of the iconic Milanese lighting and furniture showroom MOHD Gianluca Mollura<\/strong>,Tom Dixon Como store manager Renata Tagliabue<\/strong>, entrepreneur and creative director Barnaba Fornasetti<\/strong>, chef Marta Pulin<\/strong> and Tom Dixon CEO Hans Hoegstedt<\/strong>.<\/p>\n Due to the current Covid-19 restrictions and Italy being in lockdown, \u201824 Hours in Milan\u2019 will be held digitally with Tom\u2019s hologram making appearances for live events alongside keyfigures from the design, fashion, music, media and art worlds. By using hologram technology, Dixon’s team will create the illusion that the designer is in Milan in person, when in fact he will be standing in front of a green screen in his London HQ(King\u2019s Cross). The brand will also reflect on key Milan highlights from their exhibitions over the last 17 years.<\/p>\n Tom says: \u2018April for many is just another month, the beginning of spring perhaps, but for anyone involved in design, it has always been the beginning of the year, kicking off with a highly anticipated, dauntingand exhilarating visit to MILANO \u2013the absolute epicentre of the design business and the departure destination for our adventures throughout the year. A year ago, the human distress and cultural and financial damage that the pandemic had on Italy was difficult to comprehend from a distance, however soon we were all in similar situations, and it became obvious that all plans would have to be torn up and discarded. Itwas unimaginable then to think that a year later, we would still be unable to travel to our favourite design capital to show and discuss, to sell and to demonstrate our newest ideas… It would be too easy though to go back into hibernation \u2013to ignore the calendar and succumb to the virus. What could we do? Well, we don\u2019t think that Covid shouldstop us in our tracks \u2013we have been experimenting in multiple ways to reach our partners, our customers and our friends. Through digital, virtual and more intimate 1-1\u2019s and with any tool at our disposal, we can still be present and active. We hope to uniquely engage and to pay homage tothe indomitable design spirit of Milandespite everyone\u2019s complete inability to travel.\u2019<\/em><\/p>\n The company\u2019s CEO Hans Hoegstedt adds: \u2018It was impossible for usnot to a heartfelt encouragement to our beloved Milan and Salone del Mobile on the exact day that the 60th edition of the Salone was supposed to start. We would like to thank all that have agreed to join us in this homage and tomake this a special day for all the design fans across the world.\u2019<\/em><\/p>\n BURST<\/strong>: An extraordinary chandelier. Large in scale and highly reflective, BURST is made up of 12 spherical orbs which explode from a single point construction to create a spectacular chandelier, available in copper and chrome finishes. Highly mirrored and perfectly reflective during the day and when switched on reveals a multiplicity of internal reflections from the integral LED. It is intended for filling larger spaces and ceiling voids and it was inspired by an interest in molecular structures and the forward-thinking space age. This enormous lighting fixture is epically proportioned and impossible to ignore.<\/p>\n HYDRO<\/strong> Chair: a limited-edition chair created in collaboration with HYDRO, the biggest aluminium producer in the world. The HYDRO chair is an innovation in aluminium technology. It has been blow-formed (through a process called Superplastic Forming) at high temperatures and then laser cut by robots. These methods were developed in the automotive industries to make deep and complex forms that were impossible to achieve a few years ago. The ballooned pattern gives strength and rigidity and lends a soft and humorous pop sensibility to the lightweight and shiny metal sheet. Useable indoors and out, its extreme lightness and stackability make it not just a desirable sculpture but also a highly practical chair. Manufactured in Canada by sub-suppliers to Tesla, the HYDRO chairis one hundred per cent recyclable. The 60 limited-edition chairs have all been signed and numbered. The HYDRO chair will be soldexclusively on Tomdixon.net, from Tom Dixon hubs around the world and selected internationalpartnersfrom 13thApril 2021 at midnight. Price: \u00a32021 each.<\/p>\n Using computer-generated imagery (CGI), BURSTand HYDROwill be captured in iconic landmarks across the city including the brutalist Church San Nicolao della Flue, Palazzo Mondadori and Museo Nazionale Scienza e Tecnologia Leonardo da Vinci where Tom Dixonexhibited in 2013.<\/p>\n 17YRS OF TOM DIXON AT MILAN DESIGN WEEK<\/strong> PRESS INTERVIEW WITH INTERNI MAGAZINE<\/strong> HOW TO… CREATE A SALONE (PRESS) BREAKFAST<\/strong> ITALIAN MASTERS<\/strong> TOM IN CONVERSATION WITH EMANUELE FARNETI (LIVE)<\/strong> A&D PRESENTATION WITH STEFANO BOERI<\/strong> WALLPAPER* STORE INTERVIEW<\/strong> CAPPELLINI ‘S CHAIR’<\/strong> ATALIA (VIP EVENT) ZOOM<\/strong> TOM AND HANS IN CONVERSATION WITH LUCA SOLCA<\/strong> TOM IN CONVERSATION WITH ANGELA MISSONI<\/strong> TOM IN CONVERSATION WITH ROSANNA ORLANDI<\/strong> Watch Live on Tom Dixon\u00a0Instagram<\/a><\/p>\n![\"\"](\"https:\/\/storage.googleapis.com\/en-trj-it\/2021\/04\/cc23649f-tom-dixon_burst.jpg\")
<\/p>\nAs part of the \u201824 Hours in Milan\u2019 campaign, Tom Dixon will launch two new products:<\/strong><\/h3>\n
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<\/p>\n\u201824 Hours in Milan\u2019 will follow the same format as Paris, Copenhagen and Stockholm: 1 city and a 24-hour packed event schedule, which will include:<\/h2>\n
\n6am GMT+1 | 7am CEST
\nA retrospect of 17 Years of Tom Dixon exhibitions in Milan.<\/p>\n
\n7am GMT+1 | 8am CEST
\nA conversation with Gilda Bojardi, one of Italy\u2019s most respected design journalists and Interni\u2019s Director, on Milan as a capital city, Salone and Tom\u2019s new collections.<\/p>\n
\n8am GMT+1 | 9am CEST
\nA conversation on food and design with Francesca Sarti, founder of renowned food design studio Arabeschi di Latte who Tom Dixon has collaborated with over many years in Milan.<\/p>\n
\n9am GMT+1 | 10am CEST
\nTom on Italian Design, Art, Fashion and Architecture.<\/p>\n
\n10am GMT+1 | 11am CEST
\nA live conversation on Milan as a cultural, fashion, design and architecture hotspot with Vogue Italia & Architectural Digest Italia Editor, Emanuele Farneti.
\nWatch Live on Tom Dixon\u00a0Instagram<\/a><\/p>\n
\n11am GMT+1 | 12pm CEST
\nTom Dixon and leading Milanese architect, Stefano Boeri, discuss the recent explosion in Art, Fashion and Design in Milan, followed by a product presentation by Tom (invitation only).<\/p>\n
\n12pm GMT+1 | 1pm CEST
\nWhat is next for the design industry? Tom in conversation with Wallpaper* Store’s Gilles Masse.<\/p>\n
\n1pm GMT+1 | 2pm CEST
\nTom in conversation with Giulio Cappellini via Hologram, discussing the LTD edition S-chair and reflecting on 60 years of Salone.<\/p>\n
\n1pm GMT+1 | 2pm CEST
\nTom in conversation with Renata Tagliabue, operators of Tom Dixon Como store (invitation only).<\/p>\n
\n1pm GMT+1 | 2pm CEST
\nA panel discussion on the home luxury market with luxury analyst and Business of Fashion contributor Luca Solca, Tom Dixon and Tom Dixon’s CEO Hans Hoegstedt (invitation only).<\/p>\n
\n3pm GMT+1 | 4pm CEST
\nA live conversation with Angela Missoni, Creative Director and President of Missoni.
\nWatch Live on Tom Dixon\u00a0Instagram<\/a><\/p>\n
\n4pm GMT+1 | 5pm CEST
\nTom\u2019s Hologram talks to Rossana Orlandi about furniture as collectables, art & fashion, the use of plastics and the Italian design scene.<\/p>\n