5VIE Design Week: an edition defined by emotion
From April 20 to 26, for Milan Design Week, the 5VIE district returns for its 13th edition with the theme "QoT, Qualia of Things," which places humans and emotions at the center of everything. We get the details from Ernesta Del Cogliano, co-founder of the event.
How did the 5VIE project begin?
The project started 13 years ago. Originally, there was a desire to revitalize Milan's historic center, which was somewhat neglected during Design Week, as is often the case in many historic districts. We looked at all creative sectors: fashion, art, gastronomy... but art and design quickly took the lead. The name 5VIE is quite anecdotal: it simply comes from a street sign at the intersection of several streets. It wasn't even indexed on Google at the start; the district's popularity grew over the years thanks to our work.
The theme chosen for this edition is "QoT, Qualia of Things." What does it mean?
Qualia, in Italian, refers to every personal experience we live, perceive, and feel when faced with something. It is highly subjective and deeply individual. It felt important to us to put the individual and the human being back at the center, rather than artificial intelligence, which is being talked about so much right now. We wanted to focus above all on sensations and emotions. Along with my co-founder, Emmanuel Tessarolo, we attended many conferences and read a lot of books on the subject.
Would you say there is a form of opposition between humans, emotions, and digital technology or AI?
It’s not really an opposition, but rather a matter of perspective. We believe that human perception, thought, and sensitivity are more essential than the Internet of Things and digital technology, in a way. We simply want to put humans and emotions back at the center, while technology should remain a support, a tool, without ever replacing the human. It’s a fairly holistic vision.
A few words about the participants in this 13th edition?
More than 90 artists and designers are expected, while in parallel, we will be exhibiting 5VIE productions, which bring together pieces specifically designed for the event. It is important for us to show that 5VIE is not just an exhibition space or a district, but also a producer committed to supporting designers. Among them are Tadeas Podracky, Marco Guazzini, Danny Candotto, Elisabeth Lewis, and Noe Kuremoto. And every year, several creators close to the project join us, like Richard Yasmine from Lebanon, to whom we offer space and support to exhibit his work. We are also presenting a major project with the studio mo man tai, who were already present last year at Cesare Correnti. We asked them to design the entrance to the Cavallerizze, which is a long, brutalist-style corridor, by creating an installation specific to the space.
Where will the event take place?
Three main venues will host the program: the apartment at 14 Corso Magenta, which will feature between 20 and 25 designers; the Cavallerizze at the National Museum of Science and Technology at 4 Via Olona, a 1,600 m² space that will host about twenty installations; and finally, the SIAM at 18 Via Santa Marta, the headquarters of 5VIE. Beyond these locations, the entire 5VIE district will be filled with exhibitions.
How does the selection process work?
Many participants come directly to us because they identify with our identity and our DNA. For the productions, I work on a long-term basis: I discover designers throughout the year and then invite them to participate. Sometimes, they come to me. It is above all a question of sensitivity. We also have the help of curators, as is the case with Maria Cristina Didero and Anna Karnik, with whom we have been collaborating for a long time; they know our vision perfectly and are thus able to propose new designers every year.
What are your expectations for this edition?
I want people to enjoy themselves. There are currently many tragedies in the world, and this edition is here to soothe and do some good. We don't claim to solve these issues, but just to offer a moment of joy. The goal is not to show objects intended for sale, but rather to offer visions and suggestions, with the main desire to spark emotion. The message I would most like to convey is to encourage everyone to think in a more human and less technological way, so that hearts can connect.
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