The new IMM – Internazionale Marmi e Macchine S.p.a. project for promoting the Carrara Marble District to an international audience of architects and designers during the next Milan Fuorisalone.
IMM, a joint stock company set up for the development of the Carrara Marble District will be present at the upcoming Fuorisalone with the “La Luce del Marmo” project dedicated to the promotion of Apuan stone sector companies during the transition period between the two editions of Carrara Marmotec which will next be held in 2018.
This interesting project will be housed within Space & Interiors, the exhibition area designed and managed by the same organizers as MADE Expo and the only event directly connected to the Milan Salone del Mobile which will take place for the second consecutive year at the beautiful Porta Nuova The Mall space in Milan from the 4 th to 8 th April 2017.
The project has been conceived as a genuine exhibition dedicated to design, in accordance with three leitmotifs: Carrara marble, lightness and light as elements for highlighting matter and form consistent with the simultaneous presence of Euroluce at the Salone.
The initiative, organized by IMM in partnership with the Looping creative and consultancy agency, will concentrate first and foremost on promoting the Carrara marble brand and guaranteeing that the partner companies establish the right contacts with the worlds of design and architecture at an international level.
The exhibition covers an area of 350 m 2 and features a museum-style display of marble artefacts in which each object, specially created by a company in partnership with a major designer will be the focus of a unique lighting system intended to specifically highlight the particularly striking beauty of this noble material.
The technical partner for this significant illumination design will be a Tuscan company well-known for the many museum lighting systems it has installed globally. As a symbol of the exhibition, a massive block of Carrara marble entitled BlockTheRock will be installed in the space in front of the entrance and lit from within. The block will serve as an icon to welcome visitors to Space & Interiors and also advertise the event during the nights of the Milan Fuorisalone. In addition an area will be reserved for B2B meetings with architects and designers and a large scale screen will be installed on which films will be shown that present the quarries and the processes that transform this raw material into sophisticated products envied worldwide.
It is worth emphasizing that the choice of location is intended to present Carrara marble to the general public on a national and international level in a natural design setting, both in the context of a positive partnership with the designers involved in the project and the many meetings with the professionals expected to attend the Milan event.
In fact, the event represents a unique opportunity for the stone companies in the Apuan-Versilia area to introduce themselves to an international audience through a design path that is able to enhance not only marble itself but also and above all the technical and creative skills involved in the use of the material.
A LUCE DEL MARMO – Fuorisalone Milano, 4th – 9th April 2017
The light of marble