Now on her 17th year at Milan’s Salone del Mobile, Laura Traldi shares how she casually ended in the field of design. After studying Literature and Art History at the University of Pavia and a masters degree in Muséologie at the Ecole du Louvre in Paris, she made her start at Philips in Eindhoven. “They hired me to create their company museum. A project that went up in smoke after funds ran out”, she explains.
For 8 years she stayed there in Eindhoven as the global manager of communications, looking particularly after the innovative projects realized by a multi-disciplinary team of designers, engineers, psychologists, and anthropologists with the aim to render technology more “human” through design.
In 2002 she would return to Italy after the birth of her daughter, write a book, and begin collaborating with various international and national publications (Form, How To Spend It, Curve, Azure, Interni, Flair, Grazia Casa, Donna Moderna). It was then in 2011 that she began work with D La Repubblica, where she covered numerous subjects beyond design. That same year, she opened her blog, DesignAtLarge, which she curates to this day.
To say she qualifies for our series of interviews with Milan Design Week veterans would be an understatement. We couldn’t wait to hear her stories from past editions of the Salone del Mobile and how she plans on tackling the Fuorisalone in the city center.
How many times have you been to the Salone del Mobile?
I lived abroad from 1992 to 2002 and in that span of time, I only visited twice, in 1998 and then in 2001. I came with Dutch colleagues and others from Philips Design where I worked. Oddly, I saw my city buzzing from the Fuorisalone for the first time through the eyes of these Dutch and English friends.
It was them that taught me to navigate through the various events — and introduce me to Bar Basso as well. One night I ended up at one of the famous parties thrown by Giulio Cappellini of SuperStudio. It’s crazy, I was born and raised in Milan, and studied in Pavia, but after leaving Italy I was totally out of this world. It was like discovering a secret and vibrantly happy Milan. And international as well. Since 2002 I’ve been every year, except in 2005 when my child was born.
How early do you start organizing your days?
I start gathering information on the events as soon as they start coming out, but to have an actual calendar, I would say the week before. It’s easier to have an entire view of what’s worth it or not. The schedule is always flexible though.
Tell us about your typical day…
I typically wake up very early, and so don’t have a lot of resistance at the evening events. In the morning I’ll organize my notes from the previous day, write something for the blog or for the Instagram accounts (which I use to take notes and remember the things I most enjoyed). I go to sleep as early as possible because I normally walk kilometers and kilometers during the FuoriSalone and am exhausted come evening. I also dedicate at least two full days at the fairgrounds.
The right outfit?
Comfortable, especially shoes. Small backpack for collecting materials — I try to keep it at a minimum.
Must-have items to bring along?
Smartphone, notepad for notes, bottle of water, and an apple.
How do you get around the city?
With the metro, tram, and BikeMi bicycles
How do you identify the best events not to miss?
I follow the advice of trusted friends. Thanks to my job, I often speak with those that curate the events and it allows me to understand more or less what I’ll be getting into —when the descriptions are vague, I let them go. Then when I’m out and about, I meet with colleagues and ask them about their thoughts on what they’ve seen.
What can you not wait to see at Fuorisalone?
I still haven’t had time to really look into all the smaller projects, which often hide the biggest surprises, so my response is fairly biased: ALCOVA in Nolo, curated by Joseph Grima and Valentina Ciuffi. The contemporary section of the Triennale Design Museum curated by Chiara Alessi, the new Ventura Future — in particular, the project on healthcare with Alissa Rees, Nendo in Tortona, Phillip K. Smith III for COS at Palazzo Isimbardi.
The showrooms not to miss?
Foscarini and Appartamento Lago
Is there something that really deluded you in past editions?
The Lambrate zone last year was fairly confusing as a whole. As soon as I arrived, I thought they lost their experimental identity. There were too many food stands and businesses, and I think Fuorisalone is just not about that.
Any projects that positively surprised you in past editions?
I really enjoyed the exhibition by Nendo, the installation by Luca Nichetto for Salviati in Ventura Centrale, the Anthropocene exhibit by Subalterno01, the Elle Decor Concept Store, and the small exhibit by Virginio Briatore in Porta Venezia in Design, which featured only items from his home and the reasons he loves them. It was fabulous.
If you could change one thing about the Salone del Mobile, what would it be?
I’d like to see fewer events, and those who have nothing to say, shouldn’t be there. I find it increasingly difficult for those not in the field to understand what is good or not and it definitely hinders design week.
Opening Photo: LAURA TRALDI TALKS MILAN DESIGN WEEK AND WHAT A NORMAL DAY LOOKS LIKE FOR HER BETWEEN EVENTS AND MEMORIES OF PAST EDITIONS (PHOTO: GIULIA VIRGARA)
