IGV Group embraces design at the Salone del Mobile
At the Fuorisalone, as part of the Cult & Must2000-2020 exhibition, curated by Cappellini (a retrospective of the most important design objects and brands of the last 20 years), the On AIR lift was presented and an interesting debate was held on architecture, lifts, design and technological innovation. On stage were engineer Giuseppe Volpe, founder of IGV, arch. Giulio Cappellini, artistic director of IGV, Dr. Michele Suria, CEO of IGV and arch. Marco Piva, creator of ON AIR.
ON AIR is part of the Ad Hoc line, created by IGV Group with the aim of thinking of the lift not only as a technical instrument, but as a micro-architecture capable of arousing emotions and leaving a mark in our memory. Several designers have already been called upon to collaborate on Ad Hoc. Marco Piva and Giulio Cappellini with Antonio Facco have been joined by CaberlonCaroppi, Carlo Colombo, Federico Delrosso, MaMa Design, Studio Mamo, Jonida Turani, and many others will be involved. In the Ad Hoc line, each cabin is conceived by each designer according to his or her own vision and needs, to create a highly customised product, in terms of both technology and materials and finishes.
With Ad Hoc, IGV Group promotes an important development in the world of lifts and design, which was discussed on Wednesday 8 September. In this context, an interesting debate took place on architecture, lifts, design and technological innovation. On stage were engineer Giuseppe Volpe, founder of the Igv Group, arch. Giulio Cappellini, artistic director of the company, Michele Suria, CEO of Ugv Group and arch. Marco Piva, creator of ON AIR.
On stage, from left: Michele Suria, CEO of the IGV Group, engineer Giuseppe Volpe, founder of the IGV Group, arch. Marco Piva, creator of ON AIR and arch. Giulio Cappellini, artistic director of Igv Group.
AT SALONE DEL MOBILE 2021 IGV GROUP EMBRACES DESIGN – WATCH THE VIDEO OF THE EVENT:
Giuseppe Volpe was asked to tell the story of the elevator-architecture duo. From the very beginning,” he said, “I have always looked at aesthetics, and the real turning point came in 1998 when the DomusLift was born, installed in homes where there was not enough space for a traditional lift. It soon became a furnishing element, thanks to the architects. Our brand is registered in 70 countries, thanks to our attention to detail: it’s a piece of furniture in its own right. We have come a long way and now the lift has become a pleasure and an aid to disability. In this journey I like to remember the partnership between DomusLift and Swarosky; the Art Line where – inside the Domus – you can enjoy the “Kiss” by Hayez and other reproductions of famous paintings; the event with the Brera Academy, which launched a competition for a creative DomusLift among the students and the Art Line, created by architect Alberto Salvati. Now we are ready for new challenges”.
Mr. Cappellini then recalled: “The first time I went to Igv, I was struck by the strength and energy of Mr. Volpe, a true entrepreneur, those figures that the whole world envies us”. He went on to emphasise: “The lift must become a true design object, it must leave us with an emotion and a memory. Thanks to the courage of IGV, this project of ours – AD HOC – will not be easy, but it is courageous. And this is the strength of the Italian entrepreneur. Here at Igv, no one has ever said to me: ‘This can’t be done’ and all this is the company’s wonderful heritage”.
Dr. Michele Suria, CEO of Igv, in complete harmony with Cappellini, stressed: “Igv is a historic brand and now our challenge is to make the lift a furniture object and to make it a protagonist of the Salone del Mobile. Multinational companies produce soulless products. We are artisans in the most beautiful sense of the word and we are proud to be Italian. As well as being craftsmen, we are producers and we produce everything: we are a high-end company and we do not want to mix with multinationals. Ours is a clear-cut choice of field and we are lucky to be in Milan. Our challenge is to remain in the niche, but making the product stand out”.
Architect Marco Piva also thanked engineer Volpe “who confirms the element of technological innovation together with aesthetics. In Pandemia we thought about how we could interpret the lift and we thought of it as a design object and a healthy and sanitised place to reduce discomfort and the risk of contagion, thanks to filters, ventilation and lights”. Piva also embraced the concept that “the lift is a piece of furniture in its own right that must dialogue with the architecture”. Finally, Piva said goodbye, reiterating that “here are the mind that gave birth to IGV (Mr. Volpe); the CEO (Mr. Suria) who has a strategic vision and Cappellini who is giving the line”.
The ON AIR lift on display at the Cult & Must 2000-2020 exhibition (Fuorisalone 2021).