Hasta La Ideas

Welcome words by Ralph Wiegmann (iF design’s Managing Director) at the reception.

Gianluca Armento (Brand Director of Cassina) explaining the importance of their archive

Over the course of three posts, we take a look at the highlights of the second edition of the Munich Creative Business Week (MCBW), which took place from February 16–24, 2013.

“Die Neue Sammlung,” an impressive museum run by the Free State of Bavaria, houses the largest collection of industrial and product designs in the world. We found it difficult to concentrate on curator Corinna Rösner’s introductory remarks about the museum as we walked by amazing products that most of us only know from design history classes. During our 20-minute walk, it felt like we are traveling through time, passing by Gerrit Rietveld’s chairs, Richard Sapper’s TV and AIBO dogs. Suddenly, we found ourselves in front of a huge paternoster system featuring the “secret archive of Cassina” with a dozen items from the Italian manufacturer, which has been archiving products and prototypes since the 1930s. Gianluca Armento (Brand Director of Cassina) elaborated on the importance of an archive and how it can help brand management. As a company, you need to keep track of your history in order to make strategies for the future.

The “Refuge Tonneau” reconstructed by Cassina

Basic kitchen inside the Refuge Tonneau

The exhibition also features the so-called “Refuge Tonneau,” designed by Charlotte Perriand and Pierre Jeanneret in 1938, during the threatening early years of World War II. The space-shuttle like mountain shelter has been reconstructed by Cassina for the exhibition to demonstrate that design is not only about objects but also about vision and ideas.

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