one of main venues in recent years during milan’s annual design week in april, ventura lambrate, has shut down. the crowds and content that came to the area has come with a price. gentrification. “the success of ventura lambrate also meant that the area came into development,” said margriet vollenberg, founder and curator of ventura projects.
when art and design activity goes up in an area the rents go up and the art galleries and showrooms relocate. a few big brands come and stay but the economics hit the emerging talent most. in addition to rent increases, the development brought in happenings that didn’t align with vollenberg’s vision making it very difficult to curate and maintain the quality the visitors have grown accustom to.
in 2018 a new venue will emerge, ventura future. the site, the milanese liberty house, futurdome. once the meeting place of world renowned artists such as carlo belloli, filippo tommaso marinetti and fortunato depero who together with giacomo balla and umberto boccioni, were a part of the futurist movement. the historical building has been restored along the lines of the futuristic ideals and has over 1400 square meters to exhibit the best of the best in contemporary design. “of course a new location means a new way of presenting and exhibiting. however ventura future will be all about offering a platform for emerging talents and independent labels.
above> ventura lambrate 2017 from ventura projects.
above> ventura lambrate 2010 from robert andriessen.