At the Milano Design Week 2024, the return of Centro Studi Poltronova to the 'Salone del Mobile' after thirty years is marked by a groundbreaking exhibition titled "Hyper Poltronova." Located at Hall 24, Booth D01, this exhibition redefines the boundaries of design innovation, functionality, creativity, and sustainability.

Innovation is at the core of the "Hyper Poltronova" exhibition. The installation, conceptualized by Art Director Donatello D'Angelo, takes inspiration from the 1972 exhibition "L’invenzione della superficie neutra," a pivotal moment in design history. Here, innovation lies in the dematerialization of exhibited products. Graphic elements and patterns defining Poltronova's iconic collection transcend their three-dimensionality, transforming into surfaces. This transition creates a captivating fusion of creativity and design evolution, offering visitors a truly immersive experience.

Functionality is seamlessly integrated into the exhibition's design. Three portals encase American grid structures, ingeniously serving as support for illuminating projectors. This strategic design choice eliminates the need for suspended structures, ensuring a streamlined aesthetic while providing functional support for showcased items. Additionally, four self-supporting partitions not only delineate exhibition areas but also act as backdrops, enhancing the visual impact of displayed objects.

Creativity flourishes within the "Hyper Poltronova" space. Each element, from the printed linoleum flooring to the vibrant portals and partitions, reflects Poltronova's rich design legacy. Inspired by product forms and brand history, these visual cues celebrate the brand's diverse identity. The result is a hyper pop-style environment that captivates and delights visitors, inviting them to explore and rediscover Poltronova's iconic designs.

Sustainability is a fundamental pillar of the exhibition's ethos. By utilizing materials like wood plywood for structures, the project promotes reusability and minimizes environmental impact. These sustainable practices extend beyond the exhibition itself, as the entire stand can be dismantled and reused in its entirety for future installations. This commitment to sustainability aligns with Poltronova's dedication to responsible design practices, ensuring a greener, more sustainable future for the industry.

In summary, "Hyper Poltronova" at the Milano Design Week 2024 embodies innovation, functionality, creativity, and sustainability. Through visionary design concepts, functional ingenuity, creative expression, and sustainable practices, the exhibition redefines the boundaries of design excellence, showcasing Poltronova's enduring legacy as a pioneer of unconventional design.