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The Habitarematerials exhibition and Finnish materials attracted tremendous interest during Milan Design Week: more than 90,000 trade professionals visited the Alcova showcase
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The Habitarematerials exhibition and Finnish materials attracted tremendous interest during Milan Design Week: more than 90,000 trade professionals visited the Alcova showcase

The Habitarematerials exhibition, which debuted at Milan Design Week last week, and the 14 Finnish material manufacturers featured at the exhibition, received a wonderful reception at the Alcova showcase, which was one of the highlights of the Milan event this year. A staggering 90,000 professionals visited Alcova during the week. Habitarematerials, with a prime location in the showcase, has enjoyed plenty of exposure in leading international media in the field, from Dezeen to Elle Decor Italy and Intern. 

The meeting between an international design audience and 14 Finnish material manufacturers at Milan Design Week, from 17 to 23 April 2023, had an ideal setting. The Habitarematerials exhibition, which was featured at the Alcova exhibition, now held for the fifth time, was located immediately after the entrance, and its area of 300 square metres greeted visitors to the showcase of more than 90 projects. 

Designed and curated by NEMO architects, the Habitarematerials exhibition is an experiential and inspiring material library, based on the concept of democratising design. The Milan edition of the exhibition, which was first seen at Habitare in 2019, featured materials from 14 responsible Finnish companies and invited the international design audience to learn more. 

It is a pleasure to bring beautiful and responsible Finnish construction and interior design materials to the attention of an international design audience. Finnish manufacturers have ecologically sustainable solutions, combined with sustainable design and product expertise that stands up to international comparison. Together with Habitare and our corporate partners, we managed to introduce a fresh perspective in the right place, at the right time. There is an international demand for the Habitarematerials concept and Finnish materials”, say Jussi Laine and Maria Klemetti Laine of NEMO architects. 

The Habitarematerials exhibition ended up in Milan when one of the two curators of the Alcova showcase, Joseph Grima, who held the role of the International Friend of Habitare in September 2022, fell in love with the unique concept and invited it to Alcova. The participants in the exhibition were: Cover Story, CWP, Durat, Johanna Gullichsen, Karava, Nordic Copper, Novo Wood, Pihlgren ja Ritola, Sera Helsinki, Stala, Luonnonbetoni, Laatupaneeli, Tulikivi, and VM Carpet. 

“The encounters and genuine materials formed a pleasant whole. Habitarematerials was able to present its best assets and draw on the global interest in the Nordic aesthetic and genuine Finnish design. Alcova was full of life, and the charm of the paper yarn, which is in VM Carpet’s DNA, appealed to many. We met with our current and future customers, our partners, and many interesting people. Milan gave us a lot of strength and inspiration for the future. The importance of cooperation will be emphasised in the future. ‘Together’ is the key word”, says VM Carpet’s Sales Director Miika Ihander, summing up the Milan experience. 

In addition to being displayed as samples, the materials of Finnish companies at Habitarematerials Milan were featured in the exhibition furnishings that introduced sculptural elements to the exhibition space. Durat and Nordic Copper materials were also featured in Alcova’s two bars, called material bars, which remain in the area for the duration of the summer to bring joy to the Milanese at summer events. 

“Luonnonbetoni (natural concrete) has attracted a lot of interest, and we have already had enquiries from all over Europe. People seem to be particularly interested in the fact that concrete can be ecological, locally sourced, without cement, and made from recycled stone material only. In addition, we have had feedback saying that Luonnonbetoni can be used to produce either a really neat, seamless and polished surface or a rough and haptic surface”, says the Architect Martino De Rossi, Product Development Manager at Luonnonbetoni. 

Bringing Habitarematerials to Milan is part of Habitare’s internationalisation strategy, which has been systematically developed since 2012. 

“The showing of Habitarematerials at Alcova came at just the right time and, amid all things digital, enabled visitors to experience what is at the heart of design: seeing, touching, and experimenting with materials. The well-functioning overall concept of the exhibition, spacious exhibition design, and easy interactivity delighted visitors. The focus was where it should be – right on the materials. We received a huge number of enquiries from individual trade professionals around the world and from world-renowned architects’ offices”, says the Creative Director of Habitare, Laura Sarvilinna. 

Habitarematerials will next be seen at Habitare in Helsinki from 13 to 17 September 2023. 

Images of Habitarematerials Milan can be found here. 

More information: 

Laura Sarvilinna, Creative Director, Habitare, laura.sarvilinna@messukeskus.com 

Pia Sievinen, Communications Specialist, Habitare, pia.sievinen@messukeskus.com 

 

Habitarematerials was seen in Milan Design Week as part of the Alcova showcase from 17 to 23 April 2023. The Alcova showcase, held annually, concurrently with the Salone del Mobile fair, and staged in various locations, was, this year, held in the former slaughterhouse area of Ex Macello, near Porta Vittoria. During the week, more than 90,000 design professionals from around the world visited the event, which was held for the fifth time. Habitare, the largest furniture, design and interior decoration event in Finland, will be held at Messukeskus in Helsinki, from 13 to 17 September 2023. 

www.habitare.fi | @habitarefair @habitarematerials @architectsnemo | #habitarematerials #habitare2023 

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