Stepping into Jil Sander's pristine headquarters during Milan Design Week, one can expect a very different atmosphere compared to the fashion shows. The brand's creative director, Simone Bellotti, is set to unveil his first project developed for the design event under the OTB label. This time, the minimal off-white space overlooking the landmark Sforzesco medieval castle will be transformed into a 'Reference Library' exhibition, featuring books selected by 60 international creatives from diverse fields.
What makes this project particularly fascinating is its focus on creating an in-person (IRL) experience, moving away from the screen-based consumption of culture. Bellotti aims to enhance community building and foster cultural exchange, spotlighting the sources of inspiration behind the creative process. This is a refreshing change from the typical design week focus on products and final results.
One thing that immediately stands out is the selection of participants, including renowned figures like Swiss curator Hans Ulrich Obrist, British artist Faye Toogood, and designer Jasper Morrison. Their reading picks offer a unique insight into their creative minds, with some titles even surprising Bellotti himself. For instance, director Celine Song's choice of 'Perfume: The Story of a Murderer' by Patrick Süskind, which Bellotti had read years ago, offers a new perspective on the book.
Bellotti's own contribution is the 1957 novel 'II Barone Rampante' by Italo Calvino, a metaphor for independence. He chose this book due to its unique narration and profound yet ironic tone, encouraging readers to observe the world from a personal perspective. This selection aligns with Bellotti's desire to spark conversations and real exchanges, essential in today's world.
The project also includes a cheeky element: white gloves handed to visitors, symbolizing the sacredness of the moment and inviting them to handle the books with care. While the titles are for consultation only, the gloves are a keepsake, reminding visitors of the pleasure of taking time to read and engage with culture.
In my opinion, this project is a refreshing take on design week, moving beyond the typical product showcases. It invites us to reflect on the power of in-person experiences and the importance of cultural exchange. It also raises a deeper question: in an era where reality feels extraordinary, can we still find meaning in the analogic aspects of life?
