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ExtraOrdinaryStyle: journey towards the discovery of beauty

28 March 2017


Milan Design Week 2017: Before Design Classic lands at the Grand Hotel etDe Milan for anew significant stage of its journey towards the discovery of beauty.
Started in the summer of 2015, the path leading to Before Design Classic has been a journey full of emotions, experiences and encounters: a relentless pursuit amongst creative disciplines, between art, cinema, photography and fashion, aiming to innovate and amaze.

The destination of this journey was the great exhibition displayed last year at Milan Furniture Fair and marked by a dreamlike and surreal tension, occasionally insolent and often brave.

In occasion of the 2017 edition of Milan Design Week, Simone Ciarmoli and Miguel Queda brought the concept of Before Design Classic into a real living place, enriched by its past and attention to details: the Grand Hotel et De Milan. The only 5 stars hotel keeping its independence from large hotel chains and managed with great enthusiasm, warmth and love by Daniela Bertazzoni who has been capable of preserving its original and unique atmosphere, a wealth of historical references yet contemporary at the same time.

A well-defined space with a strong character will be hosting a new way of living the object, an unconventional installation that is meant to be lived and not just admired. The hall of the Grand Hotel et De Milan, a meeting place par excellence, setting of endless overlapping stories will become the perfect stage framing the key concept of Before Design Classic – “tradition in the future – and the idea of a universal and timeless beauty, bringing alongside different contents from daily life, such as comfort and social relations.

The project by CQS Studio aims to promote amongst a diversified urban audience, essential pieces of furniture–from Annibale Colomboto, Gianni Seguso and Besana Moquette, from Provasi to Medea and Sigma L2, from ColomboMobili to Salda and Jumbo Collection, up to Fromental wallpapers and Rubelli fabrics, that will be framing the photographic work by Paolo Alberto Gatti from the set of the short film by Italian filmmaker MatteoGarrone.

Once again, Ciarmoli and Quedaare offering to the public an interpretation free of restrictions and deeply inspired by the ultimate concept of universal beauty enhanced by its fascinating settings.

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