On behalf of Design Academy Eindhoven, a very warm welcome to NOT FOR SALE, the place to freely explore and revalue the meaning of design — and what can and cannot be bought or sold — behind our complex, continuously evolving culture, amidst a typical Milanese urban setting.

After DAE’s high-profile #TVclerici during the 2017 Salone del Mobile, this year Design Academy Eindhoven is back in Milan with a unique spectacle that questions in vivo the various activities, implications and alternative definitions of design. What’s more, this bold mise en scene is fully embedded in the daily life on Milan’s Via Pietro Crespi.

Value For Money
With a pharmacy, hardware store, newspaper kiosk, church, food market, Internet café and osteria, Via Crespi represents a slice of everyday Italian life, a stone’s throw from the Stazione Centrale di Milano. Here, day in, day out, people come to buy their newspaper, grab an espresso, shop for food, trim their beards.

At first sight, we observe a thriving system of exchange. A micro-society designed around transactions of goods, services, and currency. A co-existence of inhabitants and visitors from various ages, cultures and professions, traveling up and down the street within a grid of preconceived rules and set values. A collision between the magnificence of the marketplace’s rationalist architecture and its jarringly generic interior.

Priceless Design
Yet against this burgeoning background, the street’s inhabitants have developed a deep-rooted culture of ingenuity, creativity and idiosyncrasy. Underneath the tangible market dynamics, each venue boasts its own curiosities: the Internet café doubles as adviser to asylum seekers; the bar is the first gay bar in the area; the market hosts raves at night; and the hardware store displays a collection of not-for-sale baseball caps.

Yes, design provides us with the building blocks of society — commodities such as the plate of pasta, the newspaper, the screwdriver, the coffee pot. It is how these things come together, though, that makes a place what it is.

A Street-long Installation
This year’s DAE presentation merges organically with the street’s fabric, spanning from the former Osteria Crespi, revived by the Design Academy for the Salone del Mobile, through the famous covered market, Mercato Comunale Monza, to Piazza Morbegno, with its hardware store and newspaper

The street-long installation explores design along a spectrum from the banal to the avant-garde, from the amateur to the professional, from the market stall to the street performer.

Future Urban Visions
Graduates from each of the Design Academy’s eight bachelor’s departments and four master’s departments propose stimulating site-specific design projects.

At Osteria Crespi, Martina Huynh’s interactive Basic Income Café invites you to experience the economical principles behind two basic income scenarios — a complex system made tangible by means of the flow of coffee. Further down Via Crespi, in the Mercato Comunale Monza, you are served a freshly brewed drink by SAM, a self-owning soda-making machine designed by Marie Caye and Arvid Jense, while the displaced human worker performs The Last Job on Earth, hinting at our future careers as interpreters for computers. In the Anaesthesia nightclub, Donghwan Kam’s After-Photography freezes time to look back at iconic moments of contemporary mass media through the virtual reality of Second Life. And these are only a few of the twelve installations to be discovered by adventurous and observant visitors along Via Crespi.

NOT FOR SALE is curated by Joseph Grima and Tamar Shafrir. Since 2017, Grima is the new creative director of the DAE. Shafrir is a mentor in the DAE master’s programme.

NOT FOR SALE is a tribute to the 2002 exhibition Hotel Droog, a one-star hotel on Milan’s Via Mercato that Droog occupied and transformed with subtle interventions by designers in each of its twelve rooms.

NOT FOR SALE essentials

Participating Graduates
Adams Ponnis, Alice Bleton, Billie van Katwijk, Donghwan Kam, Irene Stracuzzi, Johan Viladrich, Lennart and Lauren Leerdam, Marie Caye and Arvid Jense, Martina Huynh, Nadine Botha, Razma Hassani, and Théophile Blandet.

Exhibition Location
Headquarters at Osteria Crespi, Via Pietro Crespi, 14, 20127 Milan, with other venues along Via Crespi and Via Varanini.

Dates and opening times
Tuesday April 17th to Saturday April 21st, 10.00–19.00
Sunday April 22nd, 10.00–18.00

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