One week from now, the most important international design event of the year kicks off in Milan. While most exhibitors are busy constructing their temporary spaces, filled to the brim with newly made products, our DAE graduates find themselves in Milan’s NoLo district, facing a more subtle challenge: to listen and respond, match and meld as much as possible with the native community and local infrastructure.

An integrated approach
By embedding the graduate projects in existing venues along an entire street, NOT FOR SALE intends to evoke fresh thinking and find new meaning in commonplace culture. Provocative, challenging and unexpected design proposals are literally integrated into the urban setting along Via Pietro Crespi and Via Varanini, ending in Piazza Morbegno. All twelve projects, each in their own way, make us slow our pace and rethink the real value of design.

Take Carmen’s store, a local landmark flocked by neighbourhood locals: instead of the usual folding chairs, they will sit on Lauren Leerdam’s Paperthin stools. Created from tin cans — in Leerdam’s words, “one of the biggest icons of consumerism” — the added furniture will contribute to the everyday social interaction. “Hopefully, regular customers will be prompted to talk about their new ‘roommates,’ and ultimately about design.”

A social and interactive experience
Fancy a coffee? Get one for free at Martina Huynh’s Basic Income Café, which has infiltrated the osteria at Via Crespi, 14. But is it really free? “It’s a complex installation, disguised and placed in a familiar context where people know how to behave but end up talking about big issues in society,” says Huynh, anticipating a social experience that needs our interaction to provoke meaning.

At the lavanderia, or self-service laundry, Razma Hassani provides a puzzle of “Playful Elements” to create your own personal sandal. The design project reflects the epitome of individuality and at the same time the epitome of inclusiveness. Is the real value in the final designed product, or more in the stories that will be shared through the process and in the moment?

Strolling down Via Crespi and Via Varanini to Piazza Morbegno, make sure to pick up Irene Stracuzzi’s Misinformation Times at the edicola, or local newsstand, which “hopefully will encourage people to develop a more critical attitude towards the news they hear or read. It would be nice if the newspaper were integrated into normal life like a ‘real’ newspaper, and recycled in a variety of ways,” says Stracuzzi.

Breakfast Talks
The Breakfast Talks are an essential part of Design Academy Eindhoven’s exhibitions, where urgent issues surrounding design and its connection to the wider world can be foregrounded and investigated with a critical lens. During this year’s DAE exhibition at 2018 Salone del Mobile, the Breakfast Talks will touch upon a variety of subjects from the politics of objects to the designer’s relationship to material cycles, as well as the bridges that writing and curating build between design and the real world.

On Wednesday 18 April, Alice Twemlow, the head of DAE’s Design Curating & Writing master’s department, will host a panel discussion that will focus on the theme of design writing. How do technological and social conditions impact the way that design is described, debated, and redefined amidst a fluctuating and networked audience? Guests will include Oli Stratford and Delany Boutkan.

Thursday, 19 April, designer duo Formafantasma — mentors in the Man and Well-being bachelor’s and the Contextual Design master’s departments — host a panel discussion that considers the designer’s role in making materials legible, workable, and safe to handle by a variety of people or machines — from miners and makers to users and recyclers and the robots of today and the near future. Guests will include Aric Chen, Zoe Ryan, and Libby Sellers.
Host of Friday’s Breakfast Talk is Nadine Botha, an artist and design researcher, and one of the featured graduates in the exhibition Not For Sale. In her project Politics of Stuff, she looks at the objects found on Via Crespi itself — from Lycamobile SIM cards to Miele washing machines — and compares them to the context of Salone del Mobile’s avant-garde or luxury design, asking how things influence and inform our reality in diverse ways. “The designed environment around us seems to be of our own making, yet it actually shapes us,” she says.

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 Pietro Crespi, Via Varanini, and Piazza Morbegno

Dates and opening times
Tuesday April 17th to Saturday April 21st, 10.00–19.00
Sunday April 22nd, 10.00–18.00
The exhibition headquarters at Osteria Crespi, Via Pietro Crespi, 14, is always open. Opening hours at other venues may vary. Check for more details

Breakfast Talks
Osteria Crespi, Via Pietro Crespi, 14
Wednesday 18, Thursday 19, and Friday 20 April 2018
10.00 – 11.30

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Contributors and Collaborators
Azizur, Jules Bressers, Timo Breumelhof, Bunker-Arc, Carmen, Donatella, Droog, Formafantasma, Gianni, Joseph Grima, Mark van der Gronden, Nienke Helder, Sammy Kossen, Holly Krueger, Olle Lundin, Nicole Marnati, Alexandra Onderwater, Jurriënne Ossewold, Michael Oswell, Paolo, Elisa Ci Penagini, Roberto, Marc Ruis, Studio Delfino, Sisto Legnani, Tamar Shafrir, Alice Twemlow