Belgium is Design presents over 30 designers at Milan Design Week 2024

From 15 April to 21 April

Belgium is Design promotes Belgian design talent internationally and connects design professionals at key events and B2B meetings, from Brussels to Milan, via Paris and New York. In this respect, the Milan Design week is a key event for Belgium is Design. It was in the design capital that the first initiatives were launched by the following institutions : Flanders DC, MAD Brussels and Wallonie-Bruxelles Design Mode, which joined in 2011 to form the Belgium is Design project.

This year, Belgium is Design is concentrating its efforts on a major exhibition in the Fuorisalone within Baranzate Ateliers. Among more established names, BOLD Dualities also gives a focus on a prolific new generation, thus leaving aside for this edition, the SaloneSatellite. In addition, a highlight on all Belgian initiatives and novelties will be listed in the Belgian Design Map.

For the first time in the history of Belgium is Design, the international design platform organized by Flanders DC, WBDM and MAD Brussels, over 30 designers and design studios are brought together for a joint exhibition during the Milan Design Week. Titled BOLD Dualities, the exhibition, curated by Baroness O., showcases local talent in a scenography by Karel Burssens. As the title suggests, it has become a bold, daring, and especially unconventional selection. The venue chosen is Baranzate Ateliers, an initiative by designer Lionel Jadot, which this year will have a new impressive location.

Despite Belgium being a small country with a complex historical and political structure, its designers often exhibit humility, adaptability and ambiguity. These contradictions converge in the presentation of BOLD Dualities. The exhibition, featuring objects from over thirty Belgian designers, illustrates how designers adapt to the ambiguous identity of the country, navigate complex situations, and engage with their surroundings. Above all, it highlights how this translates into their designs, how they stimulate and question the design industry, push boundaries within existing norms, and never shy away from challenges. This unique approach often distinguishes them from similar international profiles, allowing them to focus on a distinctive style of design that makes Belgian design truly unique.

Curators Baroness O. emphasize the duality in the title by categorizing selected objects into two groups, placing them almost in opposition of each other. This creates an exciting dichotomy between objects and their designers, where contradiction strangely brings them together and also divides them. The result is a dynamic interplay between two groups telling a collective story, attracting and repelling, dividing and connecting. These groups engage in a dialogue within Karel Burssens’ scenography.

Download the full press kit on the website of Belgium is Design and discover all the participants.

For more information or interview requests, please contact:

Alexandra Borgerhoff

Press communication, MAD Brussels

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About MAD Brussels

MAD Brussels wants to give wings to young designers. In addition to promoting and showcasing the Brussels fashion and design sector, the Center for Fashion & Design wants to stimulate, support and encourage creative initiatives. Innovative, sustainable and inclusive entrepreneurship plays a very important role at MAD. Designers can get help in developing their own brand and label.

Together with a lot of Brussels creative talent, MAD Brussels builds the creative character of the capital.


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