R10 is an innovative shared showroom, where a number of furniture companies partake in a communal exhibition project enhancing the value of their brands and solutions.
Located in via Rutilia 10, at the very heart of Milan’s new smart district, it is a one-of-a-kind space where you can meet suppliers, clients and buyers. A special place where design breeds and results from the synergy of premium players.
A 600 m2 area furnished with materials and products of our partner companies, R10 is like a real home, featuring a living zone, kitchens, sleeping quarters, toilets and other environments. Here you’ll find brands complementing each other in a real-life scenario along with turnkey housing arrangements.
Far from an abstract location, this is an experience-ready space equipped with fully functional kitchens for wine tastings, cooking shows and other premium events.
All partner companies at R10 exclusively represent their own field, as competing brands won’t overlap here. Global quality is ensured by Architect Matteo Caimi who’s already designed such locations in the US and can thus create environments that are both exhibition spaces and locations for shared creativity.
R10 is located in via Rutilia, at the heart of Milan’s new ‘smart district’. Following the recent opening of Fondazione Prada, one of the highest profile exhibition venues in town, this is currently a fast-growing area. It also includes ‘Spazio Orobia’, a location for amazing design events and more, and ‘Symbiosis’, the requalification project that will convert the former Ripamonti industrial district into a factory for start-up firms.
During the Salone del Mobile, Milan’s furniture fair, a number of special events and initiatives make R10 into a stop-over for Design Week attendees, a display opportunity for promoting this location to design insiders and aficionados from all over the world. Besides the Fuorisalone, so many events can be held all year round here, as you can work in close contact with all other partner companies and get support from Acquazzurra, the advertising and public relations firm that envisioned R10.
When you join R10, you’ll benefit from economies of scale when it comes to communication, marketing and sales assistance services with fully-trained staff representing your company during buyer meetings. Also, the space is equipped with a conference room for agent training classes, press meetings and confidential negotiations with suppliers, buyers and clients.
R10 was designed by architect Matteo Caimi, a professional specializing in interior design and multi-brand showrooms.
His philosophy is to pursue architecture solutions that make the most of every single brand by combining all aspects of daily life: functionality, space impact, pure form enhancements using the best materials in diffused design environments.
R10 was conceived by Acquazzurra, a Milan-based advertising and public relations firm. Its 15-year-strong marketing and communication experience is now available to all R10 partner companies to promote the shared location and their brands by means of a press office; events and cooking shows; advertising space sales; salespeople training. They provide a high value support for a space with a huge potential.acquazzurra.biz
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