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 PROMOSEDIA 2005. THE FUTURE IN THE PRESENT


Promosedia was founded in 1983 to promote the products of the Chair District at an international level. This year organizes the 29th edition of the International Chair Exhibition. Promosedia2005 - International Chair Exhibition will be held in Udine from 8th to 11th September, in the usual venue of Udine Show Grounds, an excellent example of an old industrial area converted into functional exhibition grounds. Quality, technology and specialisation are the strengths of an exhibition which 15 thousand sq. metres will host an event which for thirty years has represented an exceptional vision of the complete chair sector: thousands of models for residential, contract and office; diversified in its choice of materials, and finishes. To anticipate and introduce the International Chair Exhibition to the press, Promosedia has presented an event for "Outside the Milan Showgrounds". A product design show that represent the Promosedia's aim to be an ideal framework, a bridge to present and future designs.

The Future in the Present
The exhibition consists of young design featured in the last two years' "By Invitation" Sections of the Promosedia International Design Competition to design a seat. The exhibition deals in more than chairs. Alongside the seats designed by invitation, the display also presents an overall picture of each exhibitor's designs. So chairs are placed with tables, lamps, and decorative articles... illustrating the research thread which distinguishes their work. Six young promising international designers starring in the exhibition. The designers of the show was:

Gaetano Ceschia and Federico Mentil have showed Kare-ga, a chair made of timber and carbon fibre that is proof of the possible synergy between new and ancient materials.
Lorenzo Damiani has presented Udine Chair controversial purpose in that it is a metal object in which fragments and shavings of discarded timber are used as padding for the seat.
Christophe de la Fontaine has showed Gazelle, chair expresses a feeling of almost magical continuity and balance between the load bearing part and the load.
Stefan Diez has presented Friday Chair, that consists an innovative re-proposal of a type of tub and wood bending technology..
Patrick Frey e Markus Boge have showed the chair Nori, a beatiful example of simplifying and poeticising of the existence.
Renaud Thiry has finally presented Sven Chair timber seating characterized by a refined and elegant design of the volumetric construction.

The International Chair Exhibition
The first Chair Exhibition was held in 1977, initiated by some industrialists of the Chair Triangle to encourage the local industry to approach the market directly, under their own names, in contrast to acting as subcontractors to furniture companies. At the same time the Exhibition publicised the specialisation of the area. Since 1984 its organisation has been in the hands of Promosedia and has grown from a regional, to a national and then an international exhibition. In fact it is the only international exhibition in the world dedicated to seating and is an event not to be missed for thousands of members of the trade world-wide: buyers, importers, agents, wholesalers, retailers, architects, designers and the media.

For this year, Promosedia 2005, has therefore opted to further strengthen the design and high quality content making space available to companies representing high quality and product levels serving the international market with high standards in the mix of ability, technology and service. With this in mind Promosedia will develop a Focus On..., which this first time will highlight the Chaise longue offering a selection of the best products on the market at present in this specific sector of seating.

The organisers have also put much effort into further strengthening the internationalisation of the exhibition through promotions throughout the world with particular emphasis on countries such as Russia, Great Britain and the USA, a choice due in part to our geographic position at the crossroads between east and west. Moreover more than 90,000 invitations are sent to international members of the trade. The 2004 Exhibition hosted 197 exhibitors, 25 of whom came from outside Italy: Austria, Belgium, Bulgaria, the Czech Republic, France, Germany, Great Britain, Greece, Indonesia, the Netherlands, Poland, Portugal, Singapore, Slovakia, Slovenia and the Ukraine. In an area of 15,000 sq.m., visitors numbered 12,497 from 73 countries with an ever-increasing number of foreign attendees.

Top Ten Awards
Top event of the Chair Exhibition are the Top Ten Awards which reward the designer and companies which exhibit at the exhibition, and who strive to express functional quality, In 2004 was awarded the following enterprises: Caiazza Memorial Challenge
Cultural theme of the Promosedia - International Chair Exhibition is finally the Promosedia International Design Competition Caiazza Memorial Challenge. The contest acts as a workshop of ideas, experimentation and exploration, centring youthful creative attention on chairs, a subject which seems to have been solved already in a thousand different ways. The winner projects for the 2004 competition was:
  • Falb, design by Katharina Maria Bruckner, Herbert Klamminger and Stefan Moritsch;
  • CON4-2004, by Sami Juhani Kallio;
  • AP85GH, by Luca Di Matto and Paolo Quaglia.
The formula for the 2005 competition offers a single division for professionals under 40 and students of design, but widens entrance eligibility. To date entry was limited to young Europeans, now in its ninth year it is extended to the whole world. The terms of the competition become more restricted: not seating in general, but chairs for interiors. The 2005 Competition envisages a single outright winner to receive a prize of 3,500 Euro (net) and the production of the prototype of the design. Furthermore, the Judges may decide to allocate up to two special recommendations.

This year the names of the "godfathers" called on to identify some young promising designers to take part in the By Invitation section of the Competition – this section begun two years ago, places stress on experimentation of typology and material, on seeking the new as a cultural research study together with industrial feedback and involves the representatives of an emerging generation of designers – are exceptional. .
To Kostantin Grcic, Jasper Morrison and Marco Romanelli Promosedia asked to suggest two young, emerging promising international designers who through their personal vision will develop a chair in wood (their prototypes will be executed by the workers of the Industrial Chair District that owes its origins and claim to fame due to the knowledgeable craftsmanship in timber).
Clemens Weisshaar (Germany) and the Austrian Group "Polka" (Marie Rahm & Monika Singer) are the designers chosen by Kostantin Grcic; Jasper Morrison's choice fell on Klaus Hackl (Germany) and André Klauser (Great Britain); Donata Paruccini (Italy) and the Finnish Group "Front" (Sofia Lagerkvist, Charlotte von del Lancken, Anna Lindgren and Katja Sävström) were selected by Marco Romanelli.

Thus there will be six designs on display from 8th to 11th September at Promosedia2005 – International Chair Exhibition, six different ways of facing and solving the subject which has always fascinated designers due to what is only apparently its simplicity, six ways of communicating emotions, the desire to experiment but also the ability to express all this in design and product. Six visions which will find their common denominator in an event which promotes research and quality and that in this 29th Exhibition will be able to galvanize the most innovative characteristics of chairs.


The Future in the Present / Il Presente del Futuro
April 13 - 18 2005 - 10.00 / 21.00
Spazio Rossana Orlandi
Via Matteo Bandello 14 - Milano - Italy

Promosedia2005 – International Chair Exhibition
September 8 - 11 settembre 2005
Via Trieste, 9/6 - 33044 Manzano (Ud) Italia
Tel.+39 0432 745611 r.a.
Fax +39 0432 755316
www.promosedia.it
Edited by: 
Aurora Mendez Derri 

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