Superstudio Più

The value to exhibit in the hottest spot during Milan Design Week

Strong personality cannot be expressed with only a few words, Gisella Borioli is more than a creative director and CEO of the Superstudio Group. She always has been devoted to the arts in various forms such as: fashion, design, and photography. Gisella’s experience includes a wide range of activities; from a journalist and editor-in-chief for several magazines- Vogue Italia, Lei/Glamour, Madame Figaro Italia.

She has also been the creator of cultural and fashion programs for international television to the author of numerous books regarding to fashion, art, design and the project manager for creative events. Her passion and experience has helped elevate the Superstudiopiù to the level where it has become the major design centre of region.

Superstudio Più has become one of the most important locations during the Milan Design Week and the centre of zona Tortona, is it due to the designers great desire to be located there or because of a particular developed strategy?
What made Superstudio the core centre and the iconic location of the area as well as of city is the precise strategy to transform each exposition of a certain number of companies into a collective, ambitious, innovative and cultural project, combining the high quality contents with a great effort on the exhibition lay-out, getting inspiration from art and design contemporary museums. An idea that rebuilt the exhibition concept according to the formula ‘less fair and more museum’’ and that has been appreciated by great international brands who took in the originality and seized the opportunity to become themselves the temporary protagonists.

Turning to the rent options, do you rent the hall to any exhibitions or shows that express interest in the space or do you evaluate how the show would fit with the overall vision of Superstdio Piu?
Oh no, each participation is the result of a selection, various meetings with myself and my team to evaluate and develop the project in detail, and it may happen that some is rejected even at the last minute if not in line with the general concept. Then there is the art-director, Giulio Cappellini’s assessment, that influences the latest choices and acceptances.

Why should an exhibitor choose the Superstudio Più rather than another location?
Because he knows he is in a unique location, with an original project, every year renewed and always high in quality and visibility. It’s not about renting spaces, but preparing all the ‘container’ in a clever and smart way, with artists and designers that define common parts and every detail, up to the restaurant’s paper placemats, according to the ‘fil-rouge’ of the year, that is being sent to the exhibitors in order for them to make it their starting guiding line. The result is that in the “gallery” (I never use the word stand) each exhibitor may build its own world, without visual interference, often cacophonous, of their neighbours just like it happens for the exhibitions of museums. Let’s not forget the research and experimentation areas. But Superstudio gives much more compared to other locations, both from a conceptual and logistic point of view. Beginning from a wide and integrated communication, to internal restaurants, to lounge and relax areas, to the garden, to the courtyard that affords easy movement, the possibility to provide unlimited electricity, technical staff always available to solve any problem, to “pamper” small and big exhibitors that makes them feel part of a great project, and Superstudio’s friends rather than clients. To top up, it must be said that this is still after 15 years the greatest and most prestigious private location of Milan.

Do you feel the competition in this sector and who are your main rivals/locations? How much time and effort does it take to become important in this particular industry and what were the biggest challenges on the way up?
We were the first to foresee the possibility for Tortona area to become the focal point of fashion and design, and we have been the pioneers with our two locations, Superstudio 13 born in 1983 as the center of photographic studios and image and fashion services, and Superstudio Più, opened in 2000 as exhibition and cultural center for creativity, that Milan was missing. Tortona area has been the first district to operate in this way, becoming the pole of attraction for design. Today there are many Design District, increasing every year. It is clear that having many spaces available around the city increases the competitiveness, widens the range of choice, cuts away the prices and costs are increasing. All locations are competing with each other, and let’s hope this helps Milan to become always a more important capital for international design.

What is the cost level for holding an exhibition at the Superstudio Più?
We don’t sell void space at so much per square meter, we offer to take part in an “all-inclusive” project that, thanks to the structure of the place, to the space arrangements including graphic, to the team’s great creativity and competence, gives much more than any location. Having said that, the prices are not comparable but at the end are definately lower than for similar locations.

Talking about the future what are your plans for the Superstudio? Would you like to develop new services or be more focused on improving currently offered services?
Superstudio’s plan is built day by day, paying attention to market’s requests and to society’s changes. Right now we have various occations to repeat the Temporary Museum abroad, as we already did in Dubai. Another opportunity to offer to our friends of design.