The first Appartamento was opened two years ago on via Tortona, 21 in Milan. It was exclusively furnished with Lago products and the staff – 13 people – lived there throughout the entire duration of the Salone. The days were lived out with the doors wide open and the first visitors began to climb the stairs and enter (sometimes asking “may I?”, confused by the unusual combination of public and private). From there the flow has continued without interruption…Tortona, Brera followed. Then Venice, Riccione, Bologna, Turin, Bergamo…in short, thousands of visitors, events of every kind, countless words and numerous photos, videos and articles even though few, at the beginning, really understood the complexity of the project.

It was for this reason that the decision was made to publish, with Corraini Editore, the book, “Lago Appartamento”. To explain in 180 pages the ideas and reasoning behind the concept, to create a text that could also be a manifesto for a project with the ambition of activating a change in the meaning of creativity and design. In this matured the strong desire to bet on a vision: to create a network of apartments in which people can meet, get to know and converse with one another. A network of homes where one breathes culture, where one creates energies capable of giving life to creative social change.

Commentary of Diego Paccagnella, Creative Director of Lago S.p.A.: “The awarding of a prize like the Adecco becomes a truly important occasion for reflection on what has already been achieved and what can still be explored with the Appartamento. It is my hope that this prize can offer a moment of satisfaction to all those who contributed and continue to contribute to its fulfillment (and there are many, among Lago staff, professionals, creatives and tenants). Above all I hope that this can be an occasion for reinforcing the conviction that we are all taking part in a project that does not die out but that continues to flourish though the creativity of every single participant. I believe that the Appartamento is a choral project, that it manifests its uniqueness through the plurality of voices involved each and every day!“.

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Il Adecco prize 2011

Adecco Prize 2011 – The prize for 2011 is dedicated to Education. The dynamism of ideas is by now a state of necessity and not a fancy dress for openings that count. Education is its motor force, since this orients man, leaving him versatile, leading him to seek the perfect move while accepting limits and balances he might not have wanted. Education is the flexible receptor in each one of us. The forbidden fruit that it represents is therefore a fluid body, ready to to redefine itself in service of the stimuli it receives.

If are feeling lost by the wayside, let me explain what I am talking about…

As you know, LAGO has contamination with other realities in its DNA. This times we are contaminating ourselves with music and we are doing it in an unusual way: we are hosting “I thought it was Bach”, a musical event for which Mario Brunello will perform a selection of Bach suites for violoncello in a suggestive and unexpected location: the LagoFabbrica. Which is to say in a business space that is normally dedicated to production and that will become an Auditorium for the evening.

It will be stupendous to see the factory emptied of machinery and filled with musical notes. From the production of products to the production of music, of culture.
Betting on the capacity of a business to produce culture is a choice we made some years ago, moved by the desire to have a positive impact on our territory. And we are reaping the good fruits of this decision.

The event tomorrow evening (starting at 8pm) will start off with the technical manager of Ferrari, Roberto Fedeli, who will demonstrate how a motor attains perfection through a highly refined process that begins from its most “human” characteristic, which is to say the sound it produces.

This will be followed with the performance by Mario Brunello, who will be accompanied by the “metropolitan” video commentary of another great of the world of Italian music, Vinicio Capossela.

But for those who have time, the evening will begin before 8pm. At 6pm we will take a tour led by Anna Scalfi Eghenter, who will show us the project she designed for the industrial zone of Villa del Conte and that she created in our Art Waiting Room, where we are scheduled to arrive at 7pm. Here is the invitation…

A day of intriguing contaminations, not to be missed!

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LagoFabbrica – “LagoFabbrica” derived from a project by Italo Chiucchini, a non-factory that produces insofar as conceived according to the criteria of organic domestic architecture. Here, noble materials not commonly used for industries meet: architectural systems made to the measure of man create harmonious sequences of inclined pitches, wooden beams, bricks and glass, terracotta, steel and aluminum.

Mario Brunello – Born in Castelfranco Veneto (Treviso), studied at the Venice Conservatory with Adriano Vendramelli and Antonio Janigro. In 1986 he won first prize at the International Competition Čajkovskij of Moscow in the category dedicated to the violoncello.

Founder and director of the Italian String Orchestra, he has performed in the most important concert halls worldwide, conducted by the biggest names, including Claudio Abbado, Myung-Whun Chung, Valery Gergiev, Carlo Maria Giulini, Eliahu Inbal, Marek Janowski, Riccardo Muti, Zubin Mehta and Seiji Ozawa.

He plays a Maggini violoncello made in 1600 that belonged to Benedetto Mazzacurati and then later to Franco Rossi, violoncellist of the Quartetto Italiano.

In Castelfranco Veneto, he hometown, he gives concerts, courses and master classes at Capannone Antiruggine, a historical factory where one once worked with iron and has now been transformed into a concert hall.

Her new project, “Time is the place”, for fondazione march, invites reflection on the critical points of mobility in the industrial zone of Villa del Conte (PD), offering creative strategies to users that can become new habits and that stimulate relations between businesses.

Through research on transportation (train and bus routes and schedules, parking, metropolitan surface projects) and on the ways, habits, schedules and motivations of those who work, live or arrive in Villa del Conte, Anna in generating a series of targeted artistic interventions such as Workstation (the artist’s studio), Time Ticket (a ticket which has a time as its destination, not a place), Usucapio (train station seating dedicated to commuters), Born to Be Stolen (fluorescent bicycles with instructions for how they can be stolen), Fairway (industrial golf course with the course holes located at participating businesses) and Mapcase (bookstore-archive in the shape of a map of Villa del Conte).

The goal is to transform the industrial zone of Villa del Conte into an evolved industrial district – not in the literal meaning of the term that signifies a socio-economic entity constituted by a group of businesses of a productive sector located in a circumscribed area, among which there is collaboration but also competition, but rather in the sense of a place constituted by a group of businesses from diverse productive sectors that share services, visions and points of aggregation.

We are getting the ball rolling on Thursday, 28 April with a tour through the industrial zone that departs at 6pm from the Villa del Conte train station.
The industrial zone will be transformed into an enormous gold course in which the businesses constitute the eleven holes. Cement and soil, a few pieces of turf near the gates. Soft, environmentally-friendly balls. Outside of each business, its respective logo is made into a flag signaling a point to be scored. Derived from Urban Golf, Industrial Golf is a new way of relating to public space in the city.

At 7pm we will shift to the LAGO waiting room for the exhibition opening. Later, at 8pm, we will host a concert by Mario Brunello in the LagoFabbrica, which we will tell you about soon.

For information on rounds of Industrial Golf in the Industrial Zone of Villa del Conte contact fondazione march – info@fondazionemarch.org

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Anna Scalfi Eghenter, born in Trent in 1965, conceives art as a subversive frame that alters the boundaries of action. The entire organizational process of her projects takes an analytic perspective of mechanisms of negotiation between art and civil society. An independent artist, she intervenes with site-specific projects that trigger participatory dynamics that extend beyond the strictly artistic sphere on themes such as the economy, the environment, daily life and living.
She currently works in London where she is advancing her project “From inside (I like the system)”, through a PhD program at the Essex Business School. Her work reflects an interdisciplinary background, having studied at the School of Fine Arts, Brera (Milan), the Academy of Theatrical Arts S. D’Amico (Rome) and in the Sociology department at Trent. The artworks of Scalfi Eghenter have been displayed
at the Pistoletto Foundation in Biella (2010), the Foundation of the Civic Gallery of Trent (2009), the Sandretto Re Rebaudengo Foundation in Turin (2008), the MART-Museum of Modern and Contemporary Art in Rovereto (2007), and at  Manifesta7-Parallel Events (2008).

As ever Daniele did not forget his origins, which not only shaped him but which also determined his challenges, such as how lead the company beyond its identity as a family business.

And so the quill of the celebrated journalist traces the cardinal points that define the meaning of “design according to Lago”. Cristina Morozzi did not limit herself to speaking simply of communication, business organization and distribution, but rather her point of view allows the profound significance that is attributed to it to emerge. You will read therefore of dialogue, of culture and of creativity but also of heart, of dreams, of passion and of craziness – elements that delineate and constitute the Lago soul.

If the article is not enough for you or serves to further stimulate your curiosity, this year’s Design Week Milan will be an excellent occasion to enter directly in contact … stop by for a visit. We are waiting for you!!!!! ; )

But what exactly is going on in the Appartamenti?

Each calendar of events is chock full of cooking classes, discussions, and shows that become more than anything else perfect occasions for meeting new people, coming up with ideas and projects, and forming partnerships. In sum, it’s a different way of living life at home and our tenants are ably setting a shining example. By now they have become real PR professionals, with their constantly changing agendas. And so, for all of those who can’t stay glued to the Internet to keep themselves updated, I decided to take stock and see what’s fermenting in the Appartamento project.

Do you want to get into the kitchen to express your inner chef? Tuesday, March 15 was the inauguration of 4 themed events at the Venice Appartamento in which Martino di Stefano, a chef from Treviso, will lead you through the flavorful and colorful culinary world.

If you were in Turin and missed the Lighting Design event, you will have another chance to schedule a walk through the city of gianduiotto. On Friday, March 25th, in fact, Marco’s office-home will be transformed into a stage where poetry and music mix to create a truly entertaining evening of live performance. But it doesn’t end there: Tuesday, March 29, again at Via Massena 25, will be the inauguration of the video art project, Pontepolo…here, you can see what it is about!

Following the stunning success of Anna’s tigelle, last Wednesday afternoon in the Appartamento of Bologna was spent in the kitchen, where the tenant’s mamma revealed the ABCs of Bolognese cooking … the participants returned home still licking their fingers!

In Milan, everything is upside down, really. In honor of the famed Milan Design Week, the Appartamento will get a whole new look. But the rubble and scaffolding did not stop our valiant tenants, who, last Wednesday, temporarily switched to a space on the ground floor of Via Brera no. 30 and hosted Cyberdomus on the occasion of the Digital Experience Festival. Now they will take a break to get ready for Fuorisalone … be sure not to miss it!!!

Et dulcis in fundo, coming soon to your screens will be the inauguration of the Appartamento in Bergamo. Marta and Fabio have already begun keeping a diary of the work in progress … In the meantime, if you want to get to know the next tenants who will open their doors to you, you will find a brief presentation in the Appartamento blog. For the rest, stay tuned!

The situation has certainly improved and women are taking an ever more active role in every field of life. The worlds of art and design also benefit from their positive influence.
In the world of art, the female figure has long represented an inspiring muse for the work of many painters, sculptors, musicians, and artists. To think for even an instant of what Art would be without the female component is to comprehend the centrality of its role. But of course many women have known how to develop their own talent, becoming creators in the same artistic endeavor.

“Woman” is therefore also synonymous with creativity and we can’t not speak today of the women who have brought their creativity to LAGO:

Britt Leissler and her Huggy armchair, winner of the Good Design Award 2009

Nuša Jelenec and the Col-letto bed, winner of the Elle Decoration Design Awards 2010

and Monica Graffeo with the Steps B bed, selected for Adi Index 2009

But that’s not all… Design Conversations, the first Italian corporate blog in the furnishings sector, is today managed primarily by women! In just the last few days, the women of the Marketing Office planned the publication of the contents of the Blog and the Community. Female students from Iaad who are very interested in the world of Web Design were also active participants in the meeting.

A salute to the women of the world in honor of this special day!

Coming into contact with certain realities, we were inspired to not limit ourselves to a single contribution, to the day that saw us in operation, but to help these people with a longer term goal. And so was born the AnGeLO project.

Through the parish of Casalserugo and the municipality of Vicenza we obtained a list of the names of some families in extreme difficulty to whom LAGO would provide furnishings and, with all of us contributing, all that which would be needed to return them to their daily life: dishes, curtains, sheets, covers, etc.
We wanted to involve as many of our clients and suppliers as possible in this initiative: already two of our clients located close to the flooded areas, in the areas around Padua and Vicenza, had confirmed their availability for collaborating with us.
On 18 December we gave an “official” start to this project and armed with screwdrivers and hammers we assembled some furniture…only a start, but as one knows, “he who makes a good start is halfway finished”.

A perfect opening, a truly beautiful store. In addition to the friends of the Lago Store Beirut there were many journalists and designers present.

Representatives of the Italian Embassy in Lebanon also showed up for the occasion…

To see the store, page through the photos here below…

After the Good Design Award for the 36e8 Kitchen and the Huggy in 2009 and then for the LagoLinea in 2010, now it’s Divani AIR’s turn to receive the coveted prize! This can be no less than an absolute pleasure for us…it is a prestigious acknowledgment and it arrives from afar.

The Good Design Award is in fact an annual prize awarded by the Chicago Athenaeum – Museum of Architecture in recognition of design excellence.
Since 1950 the institute has awarded this prize to the most innovative and best designed products, those which stand out for their “good design”.

What to say? We are truly thrilled to have received this honor for the third time! In June 2011, the winning products, including the Divani LAGO, will be brought together at the annual exhibition, the “Good Design Show” of Chicago.

Why were the Divani LAGO awarded this prize? Take a look below!

I started to leaf through the pages, too. After having worked so hard, written, photographed, commented, organized, re-read (etc., etc.), it was a wonderful thing to hold in my very hands the new LAGO Sofa catalogs. Yes, I had already seen all of the photos and read and corrected the texts, but to see them in real life is a whole other story! And then to feel the paper and smell the perfume…yummm! Tactile experiences always take some time…it is necessary to wait and wait…and the waiting always pays off, in the end.

The product, however, as I was saying, we have already known for some time…we presented it at the 2009 Furniture Salon, but above all we began, for the first time, to publicize it in a different way. For the LAGO sofas, in fact, we created an ad hoc site that served as a content aggregator. A sort of box where we could put everything that was being said in the Internet galaxy about our sofas. Probably also this post, when I have finished writing and publishing it.

Other than the aggregator, we also set up a “sofa blog” where you can read, among other things, everything about the genesis of the new catalog. Here below it tells you that the AIR Sofas won the Good Design Award.

It was a big challenge to start talking about the efforts involved in order to communicate a product before the catalog arrived in shops, before the photos came out in the papers and before the .pdf files were available for the visitors to our website. But the Internet offers this particular advantage: it makes our Clients and Retailers participants…first. And we couldn’t not make the most out of the opportunity!

In a market in which communication is ever more savvy, it is necessary to find new ways of involving the public…and at times this is not easy, above all when the giants in the furniture sector have enormous liquidity at their disposal, mega agencies and a PR flock. We, instead, wanted to demonstrate that it is possible to do a lot with a little…it is enough to find the right soil.

In sum, there I am in the warehouse turning pages and looking, turning pages and looking, and the guys tell me that there are five different covers!!! Thanks to WOW (alias Giacomo Covacich and Morris Granzotto, who designed the catalog). What a great idea! Obviously we fished them out by color…I chose the one with the yellow cover. Until next time!