AMONG DESIGN, CINEMA AND NEW GENERATIONS: BAXTER'S POINTS OF VIEW.

• YEAR: 2019

Baxter presents "Punti di Vista" (“Points of View”), a training course for young filmmakers organized by OffiCine during the 2019 Milan Design Week. Right in the OffiCine High Training Laboratory - the creative space born ten years ago from the meeting between Anteo and IED Istituto Europeo di Design - the promising talents of the cinema will test themselves in a unique challenge; a masterclass of directing and editing restricted to a few participants and completely financed, during which the world of design will be deepen and, specifically, the Design Week and a targeted training will be provided to make the filming of a selection of appointments of the MDW with a smartphone . "What happens in Milan during the Salone del Mobile?": This is the question posed by Baxter, a leading company in the furniture sector that finances the project. We all know the Salone, the most prestigious showcase in the world of design, and the Fuorisalone, the related series of social events that animate the city for the duration of the exhibition. But Baxter decided to tell the result of its constant research work and other related projects in terms of content and aesthetic sense with a different language ... this is another story.

An initiative that not coincidentally happens in Milan, capital of art and fashion, finance and - since last year - winner of the annual award of the Sole 24h as the Best City for Life Quality. Wealth and consumption, business and work, environments and services, demography and society, culture and leisure: these are just some of the 42 indicators of well-being in the photograph taken of the Italian cities to decree the best. Milan stands out in almost all sectors in 2018, and also wins the title of the best smart city in the country. A Milan that is more beautiful and more alive, therefore, that is becoming increasingly popular and is currently under the eyes of all. It is the fair stage of the Salone del Mobile, with which the city has a very strong identification since 1961.

The project organized by Baxter and OffiCine in the Lombard capital is aimed at young filmmakers who will shoot some videos at the Milan Design Week, with the ultimate aim of telling about the unusual points of view of the event and of the city itself with its protagonists. The clips will become an integral part of a final documentary film, produced with the support of OffiCine professionals in the world of high-prestige movies. The most stimulating innovation for the youngsters involved will be to try with their hand the directorial tasks by a smartphone - the only technical tool provided to filmmakers for shooting the videos - so that the stylistic language of the final product can be easily recognized even by the new generations. The use of a means (or rather, device) that is so universal and transversal gives the educational program an added value of flexibility and ability to adapt to situations and environments more intricate - peculiarities that distinguish the working environment that young people are facing today.

Why the Milan Design Week? One must wonder, finally. Why not to choose another symbol of the culture of the city as the theater of a new idea? Perhaps because the Design Week is much more than an opportunity to talk about design. It is much more than an exhibition activity and an event created by furniture brands. Rather, it is a perfect representation of the corporate culture as a whole, of the ability of a sector to work in team and of its creative and productive structure that is able to produce excellence. Industrial design, art, technology, telecommunications, customs and society, food, cinema and music are the cultural fields involved in the Design Week, in fact. The numbers of the last edition of the Salone del Mobile were impressive: only the official event of Rho Fiera recorded in 6 days a flow of 435,065 visitors from 188 countries (26% more than the 2017 edition). A number that doubles if we consider the turnouts at Fuorisalone. Significant data that motivate the interest not only in the international event, but also and above all in what is solid behind it.

Innovation, planning, current affairs and research. These are the driving thoughts of the initiative supported by Baxter, that is committed to ensuring the participation of students free of charge. To participate, just send your application to officine@ied.it or call+39 02 5796951. The masterclass will be held in Milan from March 8, 2019, among the teachers: Silvio Soldini (artistic director), Mattia Colombo, Claudio Bonafede, Valentina Cicogna. The selected filmmakers will get a reimbursement of expenses that can be used to produce their project.