Grand Seiko, Official Timekeeper of Fuorisalone and Brera Design District, presents the 'Materia in Movimento' project.
On the occasion of the Milan Design Week 2024 (which ends on 21 April), Grand Seiko back in the limelight through an experiential installation entitled "Matter in motion: reflections on the balance between nature and man'. The installation is set up in the Casa Brera space, located in the heart of the district of the same namethe centrepiece of the Milanese event.
With the 2024 edition of Milan Design Week, the partnership between Grand Seiko and Fuorisalone is also renewed. A collaboration that sees Grand Seiko Official Timekeeper of Fuorisalone and Brera Design Week for the second year.
Grand Seiko is Official Timekeeper of Fuorisalone
The theme of Fuorisalone 2024 is 'Materia Natura'.
Grand Seiko reinterprets the theme of Fuorisalone 2024 - 'Materia Natura'. - proposing to the international public an original and unique format that explores the link between these two elements in relation to time and the brand philosophy, expressed by the concept "The Nature of Time. The word 'nature' is a clear reference to the most pressing and topical issues, and emphasises the importance of promoting projects geared towards increasingly sustainable and environmentally friendly solutions. The word 'matter', for its part, is in direct dialogue with design, creative thinking and the propensity to imagine endless possible transformations.
"Design is an element that has always been part of Grand Seiko's DNA, and the Fuorisalone week in Milan represents for us an important moment of dialogue with the public, useful to express and share the essence of our brand. Grand Seiko, through its philosophy inspired by nature, brings to its watches Japanese thinking related to the passage of time, which is at the basis of all evolution, a concept that Grand Seiko sums up with the motto 'Alive in Time'," commented Frédéric Bondoux, President of Grand Seiko Europe.
For the occasion, then, Casa Brera will be completely transformed into a habitat where nature will take over through the presence of trees and sensory paths. Accessing the space you can experience 'forest bathing', Japanese meditation technique that allows one to immerse oneself in nature and reconnect with it. Guests will find themselves in an indoor forest, an immersive place which will offer a journey of discovery of space and self, in which the passage of time will determine the evolution of the characteristics of this scenario.
The space is set up with vertical LED walls reproducing an 'urban forest', or profiles of a contemporary metropolis. In the background, images of the timepiece Kodo Constant-force Tourbillon, to represent the highest expression of human ingenuity, capable of creating extraordinary objects. Grand Seiko's Kodo Constant-force Tourbillon itself can be observed live at Casa Brera. In conclusionthe 'Matter in Motion' project aims to trigger a profound reflection on the balance between man and natureunderlining the philosophy that has always guided Grand Seiko: 'The Nature of Time'.
Info
Matter in Motion c/o Casa Brera
Via Formentini, 10 - Milan
Dates: until 21 April 2024
Opening hours: 10 a.m. to 9 p.m. (Sunday 21 until 7 p.m.)
