Focus


San Carlo with Alex Proba at the Fuorisalone

San Carlo will be the protagonist with an installation that is a contemporary take on the Break Room concept

San Carlo will be present at Design Week 2019 together with Alex Proba of Studio Proba, a multidisciplinary German designer based in Brooklyn.

Throughout the week, San Carlo potato chips will be the guests of the editorial offices of Vogue Italia, which will be reinterpreted by internationally renowned architects and designers. The rooms can be visited by appointment, and San Carlo will also be the protagonist of an office with an installation created by the artist, who sought inspiration in the notion of a vending machine selling style. Referring to the claim used by San Carlo on the international markets – “Milano a bite of style” – Proba has also created a “limited-edition” pack that will be distributed not only during Live in Vogue events, but also in some highly exclusive Fuorisalone events.

The artist’s goal is to let everyone who floods into the city during this period experience the true Milanese lifestyle. As Susanna Vitaloni, CEO and Vice President of the Group, said, “art and design are as much part of our history and corporate culture as innovation”. Suffice it to say that, in 2002, thanks to the collaboration with Oliviero Toscani, the company revolutionised the pack by abandoning the typical colours of the 1990s in favour of a white background that stresses the product as protagonist.

An iconic image that even today, despite the years that have passed, is still very modern. Style for San Carlo is also Food design, from the shape to the texture of its products, passing through the different recipes that are presented each year with Rustica, a true style icon.

 



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Program
8 Monday
10:00 - 20:00
Exhibition
9 Tuesday
10:00 - 20:00
Exhibition
10 Wednesday
10:00 - 20:00
Exhibition
11 Thursday
10:00 - 20:00
Exhibition
12 Friday
10:00 - 20:00
Exhibition
13 Saturday
10:00 - 20:00
Exhibition
14 Sunday
10:00 - 20:00
Exhibition
Focus Event

Life in Vogue

Brands

San Carlo

Designers

Alex Proba

SAN CARLO celebrates Design Week with a limited-edition pack designed by Alex Proba

San Carlo will be present at Design Week 2019 with German designer Alex Proba from Studio Proba, based in Brooklyn, a guest of the Vogue Italia editorial offices that for the Fuori Salone will be reinterpreted by internationally renowned architects and designers for the exclusive "Life in Vogue" event that creates a dialog of exchange and comparison between fashion and design.

In particular, San Carlo will be the protagonist with an installation that is a contemporary take on the Break Room concept. The artist transformed the space into a break room that is able to dispense not only snacks but also creativity, placing an exclusive vending machine at the center of the room that dispenses style, not just potato chips!

Interpreting San Carlo's claim on international markets — Milano, a bite of style — from an artistic perspective, artist Alex Proba designed the San Carlo limited edition pack that will be distributed not only during the Life In Vogue event, but also at a few exclusive Fuori Salone events: during the aperitifs ofBase Milano, the hub of Milanese creativity, and in all the events of Poltrona Frau Group, both at the trade fair and in the show rooms (Poltrona Frau, Cassina and Cappellini, Janus et cie) and at the Vanity Fair Social Garden at Milanostudio Digital located at Via Tortona 35.

The graphic art of the San Carlo limited-edition pack, like the works of Alex Proba, is a triumph of abstract forms and colors that overlap in a delicate and unexpected way. Its protagonist is Rustica (Croccante for the international markets), the potato chips of the historic Milanese company with a long tradition that has made the San Carlo brand great and unmistakable.

Milan is synonymous with style and design, so what better than the San Carlo potato chips, born in Milan, could represent it? As underlined by Susanna Vitaloni, Chief Executive Officer and Vice President of the Group, "Art and design, like innovation, are a part of our history and corporate culture.” Style for San Carlo also means food design, from the shape to the texture of its products, including different recipes that are presented each year with Rustica, a true style icon!

 

You will find San Carlo limited edition:
- during the Milan Base aperitifs;
- in all the events of the Poltrona Frau Group both at the fair and in the showrooms (Poltrona Frau, Cassina and Cappellini, Janus et cie);
- at the Vanity Fair Social Garden at the Milanostudio Digital in via Tortona, 35

Brands

Brands: San Carlo

Designers

Designers: Alex Proba

Program
8 Monday
10:00 - 20:00
Exhibition
9 Tuesday
10:00 - 20:00
Exhibition
10 Wednesday
10:00 - 20:00
Exhibition
11 Thursday
10:00 - 20:00
Exhibition
12 Friday
10:00 - 20:00
Exhibition
13 Saturday
10:00 - 20:00
Exhibition
14 Sunday
10:00 - 20:00
Exhibition

— See also...