MASSIMO DUTTI & AD
Salone del Mobile Milano 2018
/
For another year, and coinciding with the Milan Furniture Fair, Massimo Dutti, in collaboration with the prestigious Spanish home décor magazine AD, invited four of the winning artists of the AD Interior Design, Design and Architecture Awards to use their pieces in its store window displays in the Italian city
The interior design magazine AD has become fashionable thanks to a project which, during the Salone for the past few years, has transformed the window displays of the Massimo Dutti stores in Milan into reinterpreted scenes for its annual design awards. This year the opportunity went to Pepe Leal (winner of Interior Designer of the Year), Xavi Mañosa (winner of Designer of the Year), Flores & Prats (winners of Architects of the Year) and John Pawson (AD Special Prize winner).
This project, which brings together big names in design like AD magazine and the international fashion brand Massimo Dutti, aims to reinforce the artistic affinity between the two brands, contextualising new trends and making them available to the public all while the city hosts one of its most prestigious events.
The artistic participation project featuring the four winners in Massimo Dutti window displays in Milan included a video focusing on the winners and their work. The video, by renowned visual artist Gonzalo Muiño, was shown in the brand’s window display at its flagship store in the emblematic Galleria Vittorio Emanuele II during the Milan Furniture Fair.
In addition to setting up the various displays and the production and dissemination of the film directed by Muiño, the joint action of Massimo Dutti with AD has been complemented by the writing and publication of an article on the magazine’s website and in the print edition, coinciding with the Fair’s dates.
