The Masterly Events
ONE WEEK ABOUT Masterly – The Dutch in Milano by Nicole Uniquole, founder and curator of Masterly.
Masterly hosts as many events as possible during the Salone del Mobile. It is the way to expand the network, to receive VIPs in the Palazzo, to give hospitable dinners, to make contacts with buyers, agents and producers and of course with journalists. A great success was the architects breakfast with keynote speaker Lidewij Edelkoort with a very interesting story about ‘Material Revelations’.
Mascha Baak, the Consul General in Milan, organized her own breakfast for her international colleagues for the first time. Meetings with Masterly participants were on the program. Contacts were made for collaborations in the respective countries. A very valuable action!
Of course there was the annual grand opening reception in cooperation with the Embassy in Rome and the Consulate General in Milan for more than 400 carefully selected guests. The book presentation by Irma Boom for BN International was a great success. The dinners of Eigen Huis & Interieur and the Nederlands Interieur Instituut left us wanting more. Also the lunches and aperitivo’s of Osiris Hertman, Dekker Zevenhuizen and FritsJurgens in the Courtyard looked Italian elegant.
VIP IN THE HOUSE: I was very pleased with the visit of Paul Huijts, Secretary General of the Ministry of Foreign Affairs. He took the time to meet ALL the presentations and designers (and took a picture about 100 times).
The Salone del Mobile traditionally ends for Masterly with the presentation of all flowers by the participants to the Italian public. It’s a tradition that gives you goose bumps, that’s how happy everyone is with this gesture.
And then… and 100 pizzas are brought and we all eat together in the Grand Courtyard with the builders of Letter Z Design and the men of transport company Lagerberg Verhuisgroep. Labor vitamins for the winding down of a successful design week.
It was once again Masterly!