Rolf.fr in Zona Tortona, Milan
Zona Tortona Milan, Thursday April 23th.
Thursday afternoon a crowd was drawn by the loud noise a a chainsaw in via Tortona. Rolf.fr was about to cut away a piece of an old cabinet. The violent action took only five minutes and was followed by applause and cheers. One quarter of the cabinet was removed and revealed dozens of bottles of Prosecco on ice in a cool box kind of construction. This made the hundreds of people cheer and clap even more. The distribution of the sparkling wine resulted in a typically italian traffic jam.
Rolf.fr chose to show his new pieces of furniture by walking them around the streets of Zona Tortona instead of doing so in a dedicated exhibition space. The choice was simple, on one hand there is the prohibitively expensive galleries where you have to be known to be invited to show your latest work, on the other hand the public space is attractive and unused. So it made sense for Rolf.fr as a new designer to go on the streets. Maybe a trend has been set, we'll have to see next year and anyway people liked it a lot.
Rolf.fr in Zona Tortona, Milan
Zona Tortona Milan, Thursday April 23th. Thursday afternoon a crowd was drawn by the loud noise a a chainsaw in via Tortona. Rolf.fr was about to cut away a piece of an old cabinet. The violent action took only five minutes and was followed by applause and cheers. One quarter of the cabinet was removed and revealed dozens of bottles of Prosecco on ice in a cool box kind of construction. This made the hundreds of people cheer and clap even more. The distribution of the sparkling wine resulted in a typically italian traffic jam. Rolf.fr chose to show his new pieces of furniture by walking them around the streets of Zona Tortona instead of doing so in a dedicated exhibition space. The choice was simple, on one hand there is the prohibitively expensive galleries where you have to be known to be invited to show your latest work, on the other hand the public space is attractive and unused. So it made sense for Rolf.fr as a new designer to go on the streets. Maybe a trend has been set, we'll have to see next year and anyway people liked it a lot.
