ITALY - Coinciding with the Salone del Mobile in Milan, décor manufacturer Lamigraf held on April 13 an event to celebrate its 40th anniversary and present its new Design Collection 16/17.

The event took place at the "Spazio Nuvola" of the "Museo delle Culture" (MUDEC) of Milano. The Museum is a magnificent example of contemporary industrial architecture, which has revived an old industrial building. Located in the area of Tortona, where most of the Fuorisalone activities take place, it has become a cultural reference point for new art, design and fashion venues.

The anniversary event was also the opportunity to present Lamigraf’s design collection 16/17 consisting of 11 new décors grouped under three trends: TOUCH (touch reality), CREATE (create fiction) and FEEL (feel memory). A collection developed from these trends and after a rigorous analysis and work in collaboration with architects, interior designers, customers, journalists, bloggers and other "players."

“The evolution of technology has not only revolutionized our patterns of behavior but also our behavior as consumers. In fact, technology and in particular the development of mobile phones and the emergence of social networks has led to the emergence of a new kind of perceived reality. We understand that reality could be divided into three categories that relate to the mega-trends or macro trends”, as further explained by Lamigraf.

TOUCH (touch reality). First of all we have reality (which we relate to touch). This is the reality that we perceive by touching something. Probably the most authentic of all because we perceive it directly without filters or modifications.

CREATE (create fiction). The second reality would be that related to fiction. When we upload a picture on Instagram and apply color filters, light, contrast ... what remains is a creation, a reality manipulated not necessarily accurate to the original. A reality often more related to the fiction that to the natural state of things.

FEEL (sense memory). The third macro trend related to the perception of reality is the one that remains in our memories. Not necessarily the things we remember are as they really were, but as we remember them. Memories, their experiences, their emotions and their complexity, are structured to shape our personality and what we are as people. These memories are feelings, sensations ... memories after all.