Alias stars at EATALY SMERALDO in the 100% PASTA installation curated by Paola Navone - Otto Studio.
On the occasion of the new exhibition event, INTERNI DESIGN RE-EVOLUTION, Alias is protagonist of 100%PASTA, the project featuring the set designed by Paola Navone Otto Studio. From 17 April to 1st May, at Eataly Smeraldo in Milan.
INTERNI DESIGN RE-EVOLUTION seeks to propose a group reflection on the theme of Evolutionary Thinking, taken as a Design tool capable of activating the necessary synergies between different areas of knowledge, stimulating virtuous contaminations in order to focus on ideas for the use and redevelopment of the territory, products in the broadest sense (from objects to means of transport; from material inventions to fashion) and, above all, the configuration of the new spaces of our lives. On the occasion of the Fuorisalone, the exhibition-event, conceived and coordinated by INTERNI, takes place in various locations in Milan, including the former Teatro Smeraldo, which in 2014 became the headquarters of Eataly, where the 100% Pasta design is presented.
The installation, designed by Paola Navone Otto Studio and realised by Fondazione Carnevale di Viareggio, features all the canonical ingredients of the most classic recipe of Italian cuisine, pasta al pomodoro, proposed in XL format. These elements descend from the ceiling, drawing an aerial set; a truly surprising coup de théâtre that returns to animate what was once the Teatro Smeraldo, a historic building from the 1940s, with the presence of ironic and out-of-scale objects on the occasion of the Interni Design Re-Evolution project for Milan Design Week 2023.
Pasta al pomodoro will be served every day of Design Week in Eataly's restaurant: the circular space overlooking the cavea is designed to resemble a red tomato, furnished with contemporary design furniture that picks up on the colours of the ingredients - white, red and green - the same colours as the Italian flag. Among the chairs, 15 Spaghetti chairs by Giandomenico Belotti, a symbol in the history of design, the first of the Alias chairs in the collection since 1979 and proposed in the version with a white frame and woven PVC cord in coral red.
The pasta-related narrative is captured on the two large LED walls where scenes from famous films are shown, selected in collaboration with the Cineteca di Milano, forming a theatrical backdrop to the stage.The multisensory installation, which involves the senses of taste, sight, touch and smell, could not leave out sound: it is accompanied by a themed playlist compiled by Otto Studio that brings together in "Food Notes" words and music of various genres, from pop to hip-hop, from indie to the more classic songs of artists from the “Bel Paese”.
From 17 April to 1st May
Eataly Smeraldo, Milan