After London, Madrid and Beijing, a new major showroom opens to Milan. It is the answer to the crisis of MIG, an industrial group from Veneto that brings together four furniture excellences (JESSE, ROTALIANA, SINETICA, SITLAND) and two companies in the mechanics and components sector (MWM, SACEMI GAMAR), and focuses on enhancing the value of 'Made in Italy' and its global expansion.
The work stoppage following the lockdown has not stopped the brand, which now opens the doors of its new international hub in the central Via della Spiga.
Occupying 400 square metres in a prestigious location in the city of Milan, the showroom is an exclusive showcase for the group's four companies in an 18th century stately building.
It is one of the most successful examples of interior architecture experimentation by thearchitect Tadao Andowhose stylistic approach - linear, simple and minimal - is currently still clearly perceptible inside the store, through the imposing curved concrete wall, a good 12 metres long and over 7 metres high, which dominates the display space, dividing it into two levels.
Objective of the MIG Group is to create an experiential fixed place where one can experience quality, Italian know-how and the wide variety of its furniture offerings for every type of environment, while at the same time creating new partnership opportunities.
The exhibition design by Studio Lucchesedesign, envisages an exhibition itinerary organised through a practical subdivision of the rooms, each dedicated to a different living function and characterised from a chromatic point of view by hints of solid colour and interesting contrasts; volumes in glass, sometimes transparent and sometimes coloured and opaque, create plays of transparency that flank more material subjects in silver and wood.
According to Gianmaria Mezzalira, President and CEO of the MIG Group: "this new space is much more than a showroom but a path where the Group's brands can be experienced at 360° and new synergies can be activated. This period of crisis has confirmed to us how important it is to restore value to Made in Italy, work on sustainability and create networks, and this place wants to be all of this. Our group exports almost 80% abroad, we have over 3000 points of sale and 100 distributors worldwide with over 3000 products in our catalogue and more than 1000 contract projects realised. We are convinced that sharing best practices and collaboration is a growth engine to be developed. This space represents an important milestone for MIG, but also the starting point to face the new challenges of a market that is redefining itself."
