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Tortona Rocks 2024: Wonderland Colors, Furniture by MIDJ, and Building with the Sun

Tortona Rocks 2024: Wonderland Colors, Furniture by MIDJ, and Building with the Sun
Wonderland, a collaboration between NOROO Group, artist Okuda San Miguel and entertainer Ro Hong Chul. Photo: NOROO Group.

We entered Tortona Rocks at Opificio 31 to find a long line of excited attendees waiting to be “eaten alive” by the fake mouth of a giant “bounce house” of funky geometries and enticing colors. What’s going on here?

In Tortona Rocks 2024, the pulse of innovation beats strong as industry professionals continue to combine ecological consciousness with artistic expression. This year’s exhibition during Milan Design Week offers a kaleidoscope of experiences that redefine the very essence of design.

Under the thematic title “Prelude”, promoting ecological responsibility and savoir-fair, visitors are drawn into the dynamic collaboration between NOROO Group and visionary Spanish artist Okuda San Miguel. Their project, “Wonderland” displays the fusion of color and creativity inspired by Ro Hong Chul, the beloved South Korean entertainer. Through this innovative partnership, NOROO Group unveils new trends in color, inviting visitors on a journey into an alternative dimension of vivid expression.

Meanwhile, MIDJ, the venerable furniture brand, unveils collections by renowned designers such as Paola Navone and Karim Rashid, showcasing the fusion of Italian craftsmanship with contemporary flair. From sleek chairs to elegant tables, each piece bears the hallmark of MIDJ’s dedication to refinement and innovation, offering a glimpse into the future of interior design.

And finally, the sun-drenched installation by Sun Appeal casts a radiant spotlight on the evolution of solar technology, underscoring its pivotal role in shaping sustainable architecture. Collaborating with esteemed partners, Sun Appeal elevates solar panels from mere utilities to symbols of aesthetic beauty, paving the way for a harmonious coexistence between nature and technology.

Wonderland, a collaboration between NOROO Group, artist Okuda San Miguel and entertainer Ro Hong Chul. Photo: ArchiExpo e-Magazine.

Wonderland by Okuda San Miguel for Noroo

Through a whirlwind of color and creativity by NOROO Group, in collaboration with visionary artist Okuda San Miguel, we discovered the Hong Chul Wonderland project. Through vibrant hues inspired by the optimism of Ro Hong Chul, this installation not only adorns the façade of Officina 31 but also weaves a narrative of NOROO’s innovative trends, inviting visitors to immerse themselves in an alternative dimension of color.

NOROO Group’s presence at Milan Design Week 2024 is nothing short of mesmerizing as they unveil the captivating ‘Hong Chul Wonderland’. Teaming up with visionary Spanish artist Okuda San Miguel, NOROO breathes life into the space with colors inspired by the effervescent spirit of South Korean entertainer Ro Hong Chul. The iconic facade of Officina 31 serves as the canvas for this visual spectacle, adorned with hues meticulously chosen by NOROO and expertly crafted by San Miguel. Through this collaboration, NOROO not only showcases its latest color trends but also invites visitors to immerse themselves in a world where innovation and creativity converge to redefine the boundaries of design.

Wonderland, a collaboration between NOROO Group, artist Okuda San Miguel and entertainer Ro Hong Chul. Photo: NOROO Group.
Wonderland, a collaboration between NOROO Group, artist Okuda San Miguel and entertainer Ro Hong Chul. Photo: NOROO Group.

Karim Rashid, Paolo Vernier, and Roberto Paoli for MIDJ

MIDJ’s latest furniture collection, featuring designs by renowned talents like Paola Navone and Karim Rashid, showcases the company’s legacy of seamlessly blending design and craftsmanship since 1987. From chairs to tables, each piece is a testament to Italian artistry, offering a harmonious blend of modernity and elegance that enhances any space.

Among the standout pieces, the “Less” collection by Roberto Paoli redefines the concept of essentiality in furniture design. Through meticulous research and experimentation, Paoli has distilled the stool archetype to its purest form, resulting in a stunning embodiment of lightness and functionality without compromising on durability. With options ranging from tubular metal to upholstered seats, the Less collection offers versatile solutions for modern living spaces.

Adding to MIDJ’s repertoire of visionary designs is “Kosmos” by Karim Rashid, a manifestation of futuristic charm and comfort. Inspired by Rashid’s utopian vision of a country house on the moon, Kosmos exudes a sense of serenity and innovation. Its modular shape creates an inviting, sensorial environment, blending minimalism with comfort to evoke a relaxed atmosphere reminiscent of optimistic experimentation from the 60s and 70s.

Completing the ensemble is the “Tosca SM TS” chair, a testament to Paolo Vernier’s mastery of form and function. With its sleek metal structure and plush seat and backrest options in fabric, leather, or imitation leather, the Tosca SM TS chair epitomizes elegance and sophistication. Designed for both aesthetic appeal and comfort, this chair seamlessly integrates into any contemporary setting, embodying MIDJ’s timeless approach to furniture design.

Building with the Sun by Sun Appeal

Echoing the call for sustainable design, Sun Appeal is presenting its installation entitled “Building with the Sun.” In collaboration with SUPSI, their solar pavilion reimagines the relationship between architecture and solar energy. Here, solar panels transcend their functional purpose, becoming symbols of beauty and innovation. Through partnerships with pioneering companies like Skala and Onyx Solar, Sun Appeal inspires a vision of cities where technology and architecture coalesce seamlessly in harmony with nature.

“Building with the Sun” rethinks the relationship between architecture and solar energy. Inspired by the words of Louis I. Kahn, the installation seeks to elevate solar panels from mere practicality to poetic beauty, bridging the gap between tradition and innovation, nature and technology. Through a curated selection of solar products from Skala, Onyx Solar, Solskin, and 3S Swiss Solar Solutions, Sun Appeal “plants the seeds” of creativity, inspiring a transformation in our cities towards a future where technology and architecture coexist harmoniously. In this visionary space, there is no conflict, only a profound intimacy between design and sustainability, offering a glimpse into a future that nourishes both our eyes and souls.

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