The development of the collaboration, that started in 2005, between Future Concept Lab and Macef, the International Home Show, lead to the realisation of the collective project “I NEGOZI (THE STORES)”, launch in this its first edition by Macef in January 2006.
Within the spaces of Milan’s New Fiera 6 installations were proposed created by the same number of designers that interpreted a trend brief curated by the institute.
The realisation of the Macef “stores” has made possible:
the presentation of the 6 trends of domesticity;
the proposal of new creative stimuli for the differing key sectors of Macef (home wares, ethnic, stationery, costume jewellery and objects for the table);
the definition of new models to display and sell for each sector.
The creative proposals were also presented in the windows of La Rinascente Duomo Milano department store, and described in detail in the catalogue Pop Ideas, that was realised by the magazine “Interni” for Macef.

Each installation followed a different conceptual and aesthetic logic, becoming for example: sales corner for large spaces, prototypes for franchising chains, creative equipment for stores, dynamic installations to help bring life to points of sale, suggestive examples for window dressing, strategic indicators for sales persons.

These are the 6 Stores and their designers:

Personal Touch living trend ⇔ Mondi Unici store by Adriano Design

Lost Paradise living trend ⇔ InOltre store by Mauro Bacchini & Roberto Leone

Urban Occasion living trend ⇔ InOut store by Kazuyo Komoda

Retro Scapes living trend ⇔ InCanto store by Alessandro Guerriero & Alberto Biagetti

Oneiric Matter living trend ⇔ Imago store by Elio Fiorucci & Martine Camillieri

Experimental Flair living trend ⇔ Convivio store by Eugenio Perazza of Magis

The six living trends presented in this project have been analysed and developed in Future Concept Lab’s book “Living Trends. The 5 scenarios and 10 trends of domesticity and living”.
The articulation of the volume testimonies the exploration of the general panorama by the institute: in the analysis and interpretation of the principal aesthetics and behavioural dynamics linked to living, and the following conjugation with the advanced concepts of living and the parallel integration with analysis of successful new products and cases, both in the world of furnishing/design and the world of commercial distribution.