Heightening awareness of design-driven objects.

Car companies at milan 2013.

milan2013-mazda-chair kodo chair

milan2013-maserati-chair lounge chair |
click > enlarge

Car companies were at Milan’s furniture fair—Salon del Mobile— en masse this year. Mazda showed a chair inspired by its new Kodo design language while Maserati’s chair was covered in the same leather as its seats.

milan2013-bmw1bmw quiet motion installation

BMW hired the hot design team, the , Ronan and Erwan, to design a carousel shaped installation for its electric cars.


’s display was a multimedia wall called Kapooow.

milan2013-lexuslamp-2 inaho interactive robotic light

Lexus pulled in Pritzker prize winning architect for its display.

milan2013-ford-chair1 bespoke chair

Ford’s “Futuring Team” of designers came up with a chair and table lamp that embody current trends, the company said. “The Ford Design team has for years attended events such as Salone del Mobile as creative observers, and now we are showing products designed by automotive designers,” said a Ford designer. “Many companies have access to technology, but it is design and innovation that elevates one product above another.”

milan2013-newson1ford 021c

milan2013-twinz1 twin z

Car companies have used Milan as a showcase before. Ford famously (world’s first automaker to showcase a car) introduced ’s O21C car there in 2000. That strategy was echoed in Renault’s partnership this year with Ross Lovegrove on an actual vehicle.

milan2013-audi1 r18 chair

Two years ago, Audi showed off a chair said to embody its design values.  
But never before has there been such a rush of automakers to show talents beyond car building, to latch on to name designers and to turn up the lights and sound at Mobile.

[ milan 2013 ] [ r18 ] [ twin z ]

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