From April 15 to 21, the new generation of artisans becomes the protagonist of Fuorisalone 2024: in via Nerino, 2 “Geppetto is over” are inaugurated, the concept store created by e-commerce content of contemporary crafts, ta -daan.com, to celebrate the talent of young creatives and allow the public to live an authentic workshop experience.
In the heart of the 5vie district, a reference in terms of artisanal products, in the heart of the city, the artisans of the ta-daan.com community will be the protagonists of show-crafting performances, in a rich program of events which will liven up the week entire. The young artists, specialized in different techniques, from ceramic manufacturing to tufting, will bring their products to life under the curious and passionate eyes of visitors, involving the public in their creations.
Open from 10:00 a.m. to 8:00 p.m., it will be possible to buy and touch a selection of contemporary, sustainable and rigorously artisanal products, from accessories to decoration, from clothing to jewelry, from ethical production, which makes each creation a valuable investment for both. the customer and the planet. Throughout the week, the exhibition of the same name “Geppetto is Over” will be presented exclusively within the pop-up in via Nerino 2: a collection of photographs showing the faces of 30 artisans from the TA-DAAN community in their laboratories, stores and homes, scattered throughout Europe. The photos were taken by Beatrice Bertone, a young contemporary photographer who has been collaborating alongside TA-DAAN for a year now. The installation aims to reveal and celebrate the essence of the identity of contemporary craftsmanship, through research and discovery. From a shared laboratory space in the center of Milan, from a workshop in Paris, from a multi-generational residence in Barcelona’s Poblenou, Beatrice Bertone’s photography explores the diverse faces and characters of European artisanal life.
Born in 2020 as a digital magazine, ta-daan.com has become an international benchmark for craftsmanship, creativity and sustainability, with a strong community of over 250,000 people and a network of over 5,000 artisans , coming from all over the world. world. The main objective of the startup, founded by Roberta Ligossi, Sara Pianori, Costanza Tomba and Valeria Zanirato, is to actively support and accompany the new generation of artisans through storytelling and content creation, as well as creative pop-up stores to allow the public to meet live the faces behind the production of the products.
“For the second year in a row, TA-DAAN has chosen to bring the new generation of artisans to the center of Milan Design Week, with the aim of giving a face to those who are behind the creation of the products. Enabling young artisans to make themselves known outside the confines of their workshops has always been TA-DAAN’s mission and continues, for example, through e-commerce storytelling, social media content and offline events. In particular, thanks to the 5vie pop-up, it will be possible to discover the artisans, their stories and immerse yourself in the life of the workshop” – declares Roberta Ligossi, CEO of TA-DAAN.
The updated calendar with events, times and information on upcoming meetings and active show-crafting from April 15 to 21 can be viewed at the following link: https://ta-daan.com/pages /design-week.