DING3000 was comissioned by BASF to create a special brand experience in the old "La Posteria" customs hall in the historic quarter of Brera during the Salone del Mobile in Milan. In these atmospheric surroundings, BASF will be exhibiting materials and projects in a cabinet that will amaze with optical tricks and ideas. With this inspiring installation, BASF's designfabrik® seeks to build practical associations between the achievements of the age when the company was founded, in 1865, and modern, high-tech materials. Meanwhile, experts will also be on hand to advise customers on suitable material choices and color trends.
The Milan exhibition focuses on the so-called "Wunderkammer", or "cabinet of curiosity". In this section, products currently in serial production made using BASF materials and expertise, like the adidas Energy Boost sports shoe or designer chairs by Vitra, Brunner and Interstuhl will be seen in a surprising room installation. Optical illusion here blends objects and visitors into a striking picture puzzle - making a game of magic and illusion of the kind that was typical of 19th-century fairs.
The "1865 - Inspired by History" section of the exhibition refers to the age in which BASF was founded. Visitors here can see the Concept 1865 e-bike, conceived by DING3000 as a roadworthy, modern velocipede. In the context of "1865 - Inspired by History", designfabrik® has also invited twelve young Stuttgart designers to seek inspiration in the age of industrialization. They have explored everyday products of the period and considered how modern materials might be used to bring these products up to date.
Photos: Gerhardt Kellermann