Back Ahead - New Austrian Design Perspectives was shortlisted for the Milano Design Award. The award is now in its sixth year and has become one of the most anticipated moments of Milan Design Week. Dedicated to the most interesting installations of the week, the award goes to a designer or team whose work combines design, performance, technology and entertainment. The jury looked out for fascinating creations that were much more than just installations; instead they were exciting experiences for anybody lucky enough to take a wander. Only 16 out of 1150 installations have been shortlisted.
More than 10.000 visitors came to see the show at Villa Necchi Campiglio. The exhibition featured on the evening news feature and a 10-minute report across all German-speaking countries and many international publications. The concept was selected as one of the top 16 out of 1150 shows of the Fuorisalone. Milan Design Week is the biggest event worldwide for furniture and interior design. While the business world gathers at the fairground, the whole city is flooded with spectacular design installations and brand presentations.
Georg Œhler created a concept for Austria during the Milan Design Week. 60 exhibitors were selected and presented under the motto “Back Ahead – New Austrian Design Perspectives”. High-precision telescopes offered close-up looks onto the design objects. The show took place at one of Milan’s most prestigious venues, the uber-sophisticated Villa Necchi-Campiglio. The venue is the number one amongst the Milanese venues for fashion and design events.
The central theme of the exhibition is the interplay between perspectives that look back at Austrian design history and those that look ahead to the future development of the Austrian creative industry. The use of Swarovksi telescopes offfered the visitor a different view onto design objects.
Austria’s exhibitions in Milan have always been distinguished by their high levels of quality, innovation and appeal. Georg Œhler has designed the show before in 2012 with his former design studio Pudelskern. Reanne Leuning, Director of Creative Industries for Advantage Austria says “the choice to commission Georg Œhler was his ability to combine creative thinking and create style with communication and story-telling skills. Rio Kobayashi is an excellent addition to his team”.