Milan Design Week: Harnessing the power of play

Milan Design Week

Ventura Future, part of the Milan Fuori Salone 2018, is a platform for emerging creatives and designers to express speculative, disruptive ideas.

We’ve identified The Power of Play as a key trend – a fresh approach that uses playful, ironic and colourful experiences to engage visitors into conversations around complex issues, such as gender freedom or food scarcity.

Playfulness creates accessibility, a strategy for designers – and brands – to include and captivate a broader audience.




For example, The Play, an offering by MA Design For Play from the Danish Design School Koldig, highlights the importance of play for learning in kids as well as in adults. Nontoxic colours, water, light, smell along with a mountain of plates, glasses and cups are the props utilised to provoke the visitors’ senses and to facilitate discussion.

From the Royal Academy of Art,The Hague, Textile and Fashion Designer Yamuna Forzani, creates a stage for safe expression, no matter the gender, race, or background. Designed as a soft, colourful playground, the scene is there to “unfold queer utopias”.

The series of“food performances” crafted by the students of the Royal Danish Academy of Fine Arts were stimulating and ironic. Titled ‘Indigestion’, the installation invites visitors to take part into eating experiences that help to trigger debate on  food behaviour, scarcity and waste.

One of the performances, ‘Sharing’, engages people around the table to share the different dishes displayed. Underneath each plate, there is a sort of basin of coloured liquid. The basin activates and releases the liquid only when the plate is lifted. The action of passing the dishes across the table creates beautiful, colourful patterns on the white table cloth, visualising the beauty of sharing food.


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