Belgium is Design - From Milan Design Week to Brussels - BELGITUDE + THE NEW BELGIANS + PHOTO INSTALLATION BY LAETITIA B

In the frame of Design September, MAD will welcome within its building the exhibitions Belgitude, The New Belgians and Photo Installation by Laetitia Bica. The three exhibitions represented Belgium under the label Belgium is Design at the Milan Design Week 2017 - the most influential design week internationally. Belgium is design unites under the same label regional institution WBDM (Wallonia Brussels Design Fashion), Flanders DC (formerly Design Vlaanderen) and MAD (Brussels Fashion and Design Platform) with the support from Brussels Invest & Export. Since 2011, the label encourages and develops international initiatives in order to promote Belgian designers and manufacturers abroad. belgiumisdesign.be BELGITUDE 10 Creative Collaborations The exhibition Belgitude - curated by Siegrid Demyttenaere - presents 10 collaborations between designers and enterprises from Belgium. Elaborating on the 2016 approach, Belgium is Design asked 10 designers to select the companies they wished to collaborate with. The reasons for their choices are boundless: affinity, continuity or curiosity… Belgitude is about exchanging know-hows, collaborative excellence, friendly dialogues; but most of all, it is about local production, and definitely, about time. Displayed on white surfaces of different materials by the Brussels-based architecture studio V+, each object becomes part of the Belgian landscape. Made of a variety of textures and scales, typologies and orientations, this multitude tells us about industry, art and craftsmanship; products, prototypes or one-offs; as well as about the fertile links and cross-pollinations between techniques, production technologies and, above all, human beings. The skills of the participating designers and of their interlocutors, be it craftsmanship, high-quality labour, art or cutting-edge technical know-hows, are made visible. Scenography: Vers plus de bien être.
Photographic With : atelier lachaert dhanis / Art Casting Nicolas Bovesse / Keramis Jean-François D'Or / Maison Vervloet Benoît Deneufbourg / Cruso Nathalie Dewez / Val Saint Lambert Xavier Lust / Charles Schambourg by Nacarat Jan & Randoald / Labt Laend / valerie_traan muller van severen / Emaillerie Belge Julien Renault / Kewlox THE NEW BELGIANS The SaloneSatellite is a platform within the Salone Internazionale Del Mobile in Milan exclusively dedicated to young designers aged under 35. A genuine springboard for many designers including Matali Crasset, Nendo Ilkka Suppanen, Xavier Lust, Front, Sebastian Herkner, Gam Fratesi and Sebastian Wrong, this space represents a destination and an objective for thousands of emerging designers. The opportunity to exhibit (following a selection made by the Cosmit committee) is already a goal in itself. The SaloneSatellite is not just a showcase of new trends, but also and above all, it aims to convey the innovative values of design The collective stand that WBDM has organised for around twelve years is an exceptional opportunity to relate, show and interact with the professional sector from all over the world. In the name of a design culture that is truly sustainable and in accordance with a healthy and authentic design practice, this time, each of the Belgian designers selected presents a single project (and its potential variations) to relate their vision, their process and values that will influence the industry, the trend-setters and consumers of tomorrow. With Nicolas Brevers Romy Di Donato Coralie Miessen -Young & Mad award 2016 PaulinePlusLuis - Mad Surprize award 2015 Pierre-Emmanuel Vandeputte Laurent Verly : Banca Intesa AWARD – SaloneSatellite 2017 PHOTO INSTALLATION BY LAETITIA BICA Through this photographic installation, the Brussels-based photographer, Laetitia Bica will visually interpret and enhance the story of each collaborations between a designer and a belgian enterprise. Her work will be exhibited in the context of the exhibition: Belgitude.