Fuorisalone 2011: Beyond the Kitchen

April 2011 Salone del Mobile time. Milan becomes the world design centre one again thanks to its exhibition, districts, its circuits and its routes full of initiatives and turmoil.

The Brera area stands out as one of the most vital and interesting centres of the Milan panorama thanks to the many galleries and numerous showrooms that enliven its streets.

Valcucine is the main sponsor of the Brera Design District because it is convinced of the contribution it can give to the development and growth of this area as a cultural, art and design pole.

In this spirit the Valcucine showroom in Corso Garibaldi 99 is a space unique in its kind and becomes a landmark in the Brera area and for the Fuorisalone, offering various services to the world of design and to the townspeople.

But it is also the launching pad of the Valcucine spirit: a place dedicated to art, to events, to moments in which people can meet and exchange information. At the same time it is a shop window through which one can learn about product novelties, in which one can admire the installations exhibited and consult the EcoBOok Shop dedicated to volumes of bio-architecture and ecology. During the Salone del Mobile furniture exhibition it will also be the Brera Design District’s PRESS POINT.

Synthesis, transformation, expression of the possible creative paths of tomorrow: Valcucine has many faces and, today more than ever, offers projects that go beyond the kitchen space giving life to Valcucine Living and to the brand new Valcucine Laundry, the star of the layout that Valcucine has prepared for this edition in collaboration with AEG for the household appliances and davidegroppi for the lighting.

Valcucine Laundry is not just a product but is an additional real service for the design population of Milan: in fact, those who will visit the BDD website (www.breradesigndistrict.it) will have the opportunity of personally using LAUNDRY during those days.

All these projects are based on the commitment to design in an eco-compatible way: respect for life and for quality that is expressed through industry's responsibility towards the society of the present and of the future and that stimulates the company to take an active part in the cultural and social promotion of the territory it is based on.