Di come Driade ha rinnovato il suo laboratorio estetico

Driade bears the mythological name of tree nymphs, known for their curious and incredibly dynamic nature. It is a company-it would be more appropriate to speak of an aptitude for travel and design discovery-founded in 1968 by Enrico Astori, his wife Adelaide Acerbi and sister Antonia Astori. While most companies specializing in design have based their editorial and production line on markedly homogeneous and uniform choices, Driade has distinguished itself by its open approach to the search for contrasts, contradictions and plurality of visions. Driade thus inaugurated a true polyphonic season in the field of design, also made up of voices out of the chorus, out of the box communication and unforgettable parties.

Creating an aesthetic laboratory in the continuous search for beauty means making oneself permeable to seemingly nonsensical signals from outside. It requires a predisposition to listen and a sensitivity capable of translating signs into iconic everyday creations. And, in consistently pursuing a project of continuous innovation, Driade has come to build a true art of living animated by the contamination of different languages and talents. Contamination that will be at the center of Milan Design Week 2022, a scenario in which Driade will be a protagonist from June 7 to 12 at Triennale Milano. Driade on Stage has chosen the theater as a location and metaphor for the overlap between the worlds of design, entertainment and art. «Experimentation, the exploration of different worlds, the attention to other languages and cultures from which to draw ideas and new energies, are part of Driade's DNA and it is what allows the brand, which is over 50 years old, to continuously innovate while still remaining true to itself» said Marco Pozzo, CEO of Driade. It is one of the reasons why Driade has focused on the creation of capsule collections, the development of new products or the reissues of iconic pieces that have made the brand and its heritage famous. And it does so by drawing on the lifeblood of pop phenomena, lowering them into a personal and transversal narrative that has always been surprisingly inclusive.

«Not considering myself a purist, I believe that true creativity comes from the interaction between different disciplines. In this regard, I have always loved to surround myself with actor, musician, designer and artist friends in order to have an ever-changing point of view on the world» said Fabio Novembre. For this purpose, four completely different personalities, moreover from different fields, were called to collaborate. True to the design of the aesthetic laboratory, Driade called four friends-excellence in their respective fields-to bring to life a totally unpredictable artistic performance. Fashion designer Marcelo Burlon designed Edaird, a mirror with a tribal flavor between Argentine earth and sky. Trapper Sfera Ebbasta customized Cocky, an over-the-top chaise longue that can only fly high. The PiùDiUno tapestry, the perfect synthesis of research and action as a tribute to street art, was designed by Omar Hassan. And finally, to celebrate the world of gaming , content creator Pow3r designed the Arcad3 pouf. On Thursday, June 9, at 6 p.m., the design collection, developed by Novembre Studio and for which the digital agency Luther Dsgn took care of visual identity and communication strategies, is presented directly by the voice of its protagonists: a special event in Triennale Milano's Teatro - with talk and cocktails to follow - that sees Driade truly "on stage." Fabio Novembre talks with Marcelo Burlon, Omar Hassan and Pow3r about how the talents live their lives in the spotlight A special event in Triennale Teatro - with talk and cocktails to follow - that sees Driade truly "on stage."