In a crowded conference that stood out above all for the large number of women speakers, we presented BASE’s Design Week 2019.
Two key words: future and learning. Substitute the ‘and’ for an ‘is’ – ‘future is learning’ – and the concept is equally applicable, as is an inversion of the two nouns: ‘learning is future’. Building BASE and bringing it to life has given us a strong grasp of these concepts, turning them into something tangible and concrete. Curiosity and hunger for something new, material density of thoughts and day-to-day problems, an insatiable desire for the future, and a boot camp for error, reflection, self-critique and improvement.
With all this under our belt, we have also tackled the Design Week planning stage and we are looking forward to April.
We have chosen an ambitious, sophisticated and challenging partner. And alongside Ventura Projects we have presented a programme that we are really proud of, including Ventura Future, our production UN-learn/ RE-learn, and the Design Confession in collaboration with Ventura Future, which will work out Hamletic doubts and offer pret-à-porter solutions. All in the Fuorisalone tradition.
We feel that in return for offering all this we need to charge a small entrance fee of 5 euros. The ticket will provide access for 6 days, day and evening. We have made a leap of faith (hoping that others will do likewise) by adopting a system which pairs the visitor’s financial support with brand presence. The entrance fee will serve as a light filter to discourage the presence of less engaged passers-by, thereby creating a more enjoyable exhibition space where creativity can truly be savoured. We consider it a form of respect towards the exhibitors, who often pour months of blood, sweat and tears, not to mention financial resources, into their contributions.
If lots of people support us, we will be able to promote freer content, not just during Design Week, but 365 days a year.
BASE Milano is a huge challenge, at times a financial one. To tackle this issue we have had to pursue unprecedented routes on more than one occasion. We have learned, we have had to learn. And, trusting that this is the only way to approach the future, we don’t want to do it alone.
Valentina La Terza
Programme Manager, BASE Milano