Paradigm proposes a journey through a series of installations questioning the role of the image within the contemporary design process. When renderings materialize so truly that they look real, objects turn into pictures. The design process can’t ignore the photogenic quality of the object. If the image becomes more valuable than the object itself, why make anything physical in the first place?
Is this a perversion of design or is this an act of liberation?

Download Images / Salone del Mobile 2018


Show absence and presence. Reveal what was hidden and highlight whatever catches your attention. Something intense, striking and brilliant. Shine. Glow. Reflect. Illuminate.

Accumulate things. Put them away for later. Organize and plan ahead. Collect what is valuable, preserve what is important. Invest into the future. Remember what happened. Store.

Clean, rinse, disinfect, wipe. A flow of water to carry the dirt away. A breeze to blow the dust off a surface. Remove. Clear the air. Delete the traces. Take care. Wash.

Stop. Pause. Cease work and movement. Be calm and quiet between moments of tension. Recover in inactivity and silence. Lean, lay, sit. Be idle. Take time to breathe. Rest.​

Keep control. Keep safe. Provide shelter and insurance. Draw lines in the sand. Be a rock. Divide space. Be a cushion to soften the blow. Hide. Preserve. Defend. Protect.

Be attracted. Create something more, a mass, a sum that is more than just all of its parts, a sum rather than parts. Assemble, meet, collect, participate, share. Gather.

Something that tells more than what it is. Something to dwell on, something to be considered. Something that requires time to look at. Think about it. Look inside. Contemplate.


The event takes place in Ventura Centrale, renowned for its visionary selections beside the traditional frame of the furniture fair, displaying the renew of the contemporary design and new ways of expression. The space also hosts international figures as the dutch Li Edelkoort or the American magazine Surface.


FABRICA - Fabrica is a communication research centre based in Treviso, in the North of Italy. It belongs to the Benetton group. Established in 1994 by Luciano Benetton and Oliviero Toscani.

Fabrica encourages the creativity of young artists, designers, journalists, creatives from around the world. The range of disciplines is equally diverse, from product design to editorial, including video, interaction or music. Fabrica aims to cross the fields in order to experiment new forms of communication and inspire a specific creative category of young “social catalysts”, aware of the evolution of the modern society’s trends.


Using La Maison Pierre Frey products for their diversity as for their historical contribution to decoration, the young creatives from FABRICA explore the potential of material – crisp or soft, plain or patterned – to blur the boundaries between the object and its representation, composing an exhibition where the object is the image, and image is the object…


An international triennale that aims to foster open debate on the economic and cultural role of design – products, services, graphics, and architecture – as a vehicle for sustainable change and social innovation. The 2018 edition will feature a dozen exhibitions, two colloquiums, a research/action project, and many workshops. Although centred in Liège, the triennale’s scope will be broad: events will be located throughout the province, plus the nearby towns of Belgian and Dutch Limburg, and in the German border city of Aachen. ln 2018, three central questions will be posed. How can design education play a social role, and offer a space for critical research? How should architects and designers respond to fragility and insecurity? How can co-design and active participation – a combination of designers, students and inhabitants – help address the challenges of urban and social regeneration?


05.10 - 25.11 / 2018
Musée La Boverie Parc de la Boverie 3,

Since its first edition in 2012, RECIPROCITY has questioned design and its impact in cultural, economic and social contexts. Its main mission is to provoke, value, and welcome international expressions generated by an open and diversified approach.



Triggered by /
Reciprocity Design Liége
Pierre Frey

Under the guidance of Sam Baron with Fabrica Design Team

Coordination /
Giorgia Zanellato with Guglielmo Brambilla

Fabrica creative team /
Sebastian Anastasiei, Sam Baron, Elena Bompani, Guglielmo Brambilla, Marta Celso, Justine Chaumont, Mariana Fernandes, Myungsik Jang, Monica Lanaro, Kenneth Lim, Marcin Liminowicz, Silvia Matias, Daniela Mesina, Carl Rethmann, James Rickett, Angelo Semeraro, Lukas Valiauga, Huiyeon Yun, Giorgia Zanellato, Marco Zanin

Art direction /
Silvia Matias

Graphic design /
Sebastian Anastasiei
Huiyeon Yun

Illustrations /
Myungsik Jang

Translations /
Guglielmo Brambilla
Justine Chaumont
James Rickett

Project management /
Marta Celso
Monica Lanaro
Daniela Mesina

Special thanks to /
Giovanna Massoni
Pierre and Vincent Frey
Carlo Tunioli