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NEWS - WORLDWIDE

SWEET DESIGN: GELATO AT MOST
DURING “MOST”, A NEW DESIGN DESTINATION INSTIGATED BY TOM DIXON, THE MASTERS OF CARPIGIANI GELATO UNIVERSITY WILL GUIDE DESIGNERS AND VISITORS IN DESIGNING CUTTING-EDGE GELATO CREATIONS WITH CARPIGIANI EVD

AND DON'T MISS THE “DESIGNING GELATO CONE EVOLUTION”, ORGANIZED BY BRUTO AND POERIO CARPIGIANI'S FOUNDATION


4 April 2012 - Designers from the five continents visiting MOST, a new design destination instigated by Tom Dixon at National Museum of Science and Technology Milan (via Olona 6, Milan) during Salone del Mobile (17-22 April 2012), will find a "sweet" workshop organized by Carpigiani Gelato University called "Design Your Gelato (and Taste It!)".

Masters from the world's most famous and prestigious gelato school will teach visitors how to create their own gelato - unique and incomparable as is typical for Italian gelato - using the new Carpigiani EVD machine. The creative experiments will conclude with a tasting of the delicious treats.

For more information and to sign up for the free workshop (five scheduled each day at 10:30am, 12:00 noon, 3:30pm, 5:00pm) visit the website www.gelatouniversity.com.

And that's not all. The newly established Bruto and Poerio Carpigiani Foundation will host the ambitious award "Designing Gelato Cone Evolution". Tom Dixon (www.tomdixon.net) will be award's special judge, in the creativity's section. The objective is to strengthen the connection between the worlds of design and gelato.

More than 100 years since the cone was invented by Marchioni, young designers are invited to devise a new, innovative container for gelato, ideally combining practicality and esthetics. The hope is that tomorrow's cone will be born at MOST.

The first prize (creativity's section) is an enrollment in Carpigiani Gelato University's classes (value: 2.500€). Babbi, famous italian manufacturer that produces delicious gelato cones, will also offer a special scholarship (value: 2.500€) to the best project in a produceable view (industrial feasibility's section). Competition deadline: 15 July 2012. For more information and for rules: www.fondazionebrutoepoeriocarpigiani.it .

"In a fit of spontaneous madness we decided that the world's most important meeting place for global design obsessives needed a new epicentre, a space for quiet contemplation or chaotic energy - a platform for the exchange of big ideas. (...) We have created a place where we can demonstrate the new democratisation and hyperactive innovation of technology in art, food, fashion, manufacturing and communication." Tom Dixon.

MOST is a new and important destination instigated by Tom Dixon, which will turn the National Museum of Science and Technology Milan into an ambitious environment for innovation and culture. In a creative partnership with Ambra Medda and Martina Mondadori, Tom Dixon has partnered with a diverse group of leading global brands and young designers which will be located in the extraordinary historic spaces of the museum from Tuesday 17 - Sunday 22 April 2012. This collision of technology, culture and design is set to be one of Milan's highlights during Salone del Mobile 2012.

Positioned within walking distance from Zona Tortona, and minutes away from Rossana Orlandi, MOST will be a focus for a group of innovative and groundbreaking designers, curators and companies who share the same global brand attributes in the fields of technology, art, design, fashion, materials, transport, publishing and new media. Martina Mondadori with TAR Magazine will run a lecture and seminar programme throughout the week of MOST. Held in the museum's impressive auditorium, there will be two talks a day with high profile leaders and designers from across the globe.

"I am so proud to be part of this new project taking place in my city: Milan has always been the Design Capital and the National Museum of Science and Technology is a historical landmark for the city. It perfectly combines three aspects which will be the guidelines for our project: creativity, culture and entertainment. I will be hosting the TAR conversations, gathering the magazine's most important contributors to confront live for the first time in Milan. It is a way for me to pay tribute to my city to bring international talents during the Salone del Mobile", Martina Mondadori.

The National Museum of Science and Technology has never been used in this way before. It promises to be a vibrant meeting point for those coming to Milan in April. For more information: www.mostsalone.com


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