Milan Design Week - THE OBJECT BECOMES

Belgium is Design

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06.09 - 07.09
Milan Design Week 2021


With Belgium is Design, MAD, Wallonie-Bruxelles Design Mode and Flanders DC proudly present the film 'The object becomes' during Milan Design Week 2021! The film tells nine stories of circular design, reuse, regeneration of resources and new models of production. ‘The object becomes’ will be shown for the first time during Milan Design Week 2021 on September 6 and 7 at the Anteo Cinema.

Watch the trailer for the film HERE!

A film by Alexandre Humbert. Production curation by Giovanna Massoni. Original music by Arnaud Pujol.

With BC Materials, D4E1, Geneviève Levivier, Kaspar Hamacher, OpenStructures, Studio Plastique, RVB, Roel Vandebeek and Sep Verboom.


About 'The object becomes'

Born from the meeting between Giovanna Massoni, curator, and Alexandre Humbert, designer and film director, this movie tells the story of Belgian design at a historical moment that determines an important turning point in its role. Shot between February and April 2021 across Belgium, the film accompanies us through the attitudes, words and gestures of nine protagonists of circular design, reuse, regeneration of resources, new models of organization and production.

One story, nine practices: the stories blend together to create a unity of space and time, building a single voice common to all. The object (the design), assumed here as a starting point, has a variable, vulnerable identity and becomes a pretext for determining the locations in which the narrative is integrated. An agile artifact generated by individual and collective experience, it passes from one hand to another, it adapts, it is shared, it regenerates. The work is (again) open – as Umberto Eco wished. (Opera Aperta, 1962).


Practical Information about the avant-première

  • Monday September 6th from 5.30 to 7.30 PM

  • Tuesday September 7th from 8 to 10 PM

  • ANTEO – Palazzo del Cinema / Piazza XXV Aprile, 8 – 20 121 Milano

  • The screening of the film last 30 minutes. It will be followed by a talk with the director, the curator and the designers. The event will be closed with a drink.
  • For sanitary reasons, Green pass and registration are mandatory.
  • Register via THIS FORM if you would like to attend the avant-première!

Voulez-vous en savoir plus ?

Contactez Dieter Dieter Van Den Storm Creative & Communication Director