This year, Frame magazine will make its first appearance as a participant of Milan Design Week by curating the experimental exhibition What’s the matter? – Design for a phygital world.

Frame envisions a material future in which the physical and digital realms are in constant conversation, so inherently intertwined that it’s difficult to distinguish one from the other. For What’s the Matter?, hand-picked creatives will explore this future in the context of space, material and form – the key concerns of Frame magazine. With the lines between digital matter and physical design blurring, how can objects suggest the aesthetic of a phygital future?

Milan-based Studio Laviani will conceive the scenography of the Frame exhibition. Ferruccio Laviani is an established creator of retail spaces, showrooms and trade-fair stands and has collaborated with companies such as Kartell, Dolce & Gabbana, Flos, Piombo, Missoni, Molteni, Foscarini, LVMH Group and many others.

With our primary partner, Ricoh, the exhibition’s collection of innovative projections and visualizations of a phygital future will become a reality.

Frame Publishers’ director, Robert Thiemann states: ‘Milan Design Week has become a design extravaganza with a distinctly commercial flair. We grasp the opportunity to stage a more cultural outlook on design. We have chosen for phygital works, because we think they will inform the shape of things to come. It’s great that Frame will be able to showcase inspirational and forward-looking work at the world’s most prominent design festival.’

Where La Posteria is situated within the heart of Milan’s Brera district at Via G. Sacchi 5/7.

When On display from 12 – 17 April 2016, the exhibition is open Monday through Saturday from 11:00 to 21:00 and Sunday from 11.00 to 20.00.

Updates For more information on What’s the Matter?, check out the exhibition’s dedicated website, sign up for our newsletter and follow the social media hashtags #frameexpo #framewtm.

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