Alcova is a platform for independent design founded in 2018 that shines a spotlight on forward-looking contemporary design. Presenting its seventh edition this year, Alcova has become one of the most awaited, crowded and celebrated events of the Milan Design Week. In the weeks leading up to the famed design week, their decision to move outside the city limits and “invade” two historic villas in Brianza, a province north of Milan, had caused much discussion. We spoke with the founders of the extensive and exciting exhibition project, Valentina Ciuffi and Joseph Grima, to hear about the experiential aspects of their sizeable proposition this year: a programme that attempted to balance “container and content”, an intense spatial experience and an archipelago of research, objects, practices and visions. For a few years now, the charm of the locations and the experience of rediscovering some of Milan’s neglected places has risked overshadowing the content of these exhibitions: the exhibitors and designers. However, in the interview, I found myself asking about the new context—Villa Borsani and Villa Bagatti Valsecchi—fully intrigued by the setting. This proved to be a suitable foray into the nature of exhibits as well.

“For many people, this was perceived as a sort of change in (our) language because we have been inhabiting mainly industrial buildings. This year, the concept was more related to the idea of the house because we reactivated two incredible villas from different periods: one is modernist and the other is from the 18^th century. But you will see that especially for Villa Bagatti Valsecchi, there are some points of contact with our traditional atmosphere, especially in the way the green interacts with the architecture,” Ciuffi spoke, expanding upon the historical setting that set the stage for Alcova this year.

“I also think that you will find a lot of continuity with the previous editions of Alcova. The main difference this year was that the location was less central than previously. But we think that it would be much less of a problem than we could have imagined, especially after seeing the response of participants, journalists and hopefully the public. We think that Alcova is not much about convenience, but more about creating a unique experience and a unique way of presenting design in a different way,” Grima stated on the experiential aspect balancing and at times even superseding the extra distance, expressing confidence over the “strength of their offerings”, while also attempting to hopefully decongest some of the design week’s crowd from the centre of Milan. 

Their goal was to make the spaces and the works displayed go hand in hand. This is something that cannot happen everywhere—especially not at the Salone and definitely not in a museum. What can be considered as though is a collective takeover of an unusual space. A topic that is further rarely addressed is that Alcova not only welcomes other projects but is itself a promoter and supporter of independent designs. Through the collective aptitudes of both Grima and Ciuffi, Alcova is always on the lookout for young talent and therefore also tries to experiment with exhibition formats. This year, the proposal takes the form of the Alcova Design Shop, displayed on the grounds of Villa Bagatti Valsecchi. “Last year, when we launched Alcova Project Space, our online shop was not yet active. We believe that to promote emerging design, its commercial aspect must also be highlighted. It is not enough to give visibility. So, we want to be as clear as possible that the objects of the ‘shop’ will be for sale. This did not mean that the selection of projects was not of high quality. On the contrary, we believe we have taken great care in choosing experimental, ambitious and courageous projects,” said Ciuffi on the genesis of the Alcova Design Shop, promoting young talent and the need for designers to be comfortable with the commercial aspect of design.

Grima then focused on the wide variety of exhibitors. Alcova, this year especially, brought together independent brands, galleries, emerging designers and research projects, creating interesting linkages between commercial projects and experimental design. “Among the universities, HEAD Genève represents the way we prefer to work with the academies: it is not just about exhibiting the students’ work but trying to bring in a broader reflection. That is what they will do again this year. Another academic project that deserves a mention is the UMPRUM Studio of Fashion and Footwear Design. It will bring an unusual reflection compared to the normal topics developed at Alcova: research on dress codes,” Grima concluded, highlighting how several projects at Alcova also had experimental and conceptual roots, without the products on display not necessarily being conventional in design circles.

The strength in Alcova's offerings was reflected in the outdoors, in the grounds of its historic venues, as much as it was in the objects displayed in the interiors of the two villas, coalescing into a holistic experience for visitors who ventured away from the city centre during the intense days of Milan Design Week. Ciuffi expanded on the idea through the medium of several site-specific installations commissioned to interact with both visitors and the landscape, particularly at Villa Bagatti Valsecchi: “We will find some important outdoor installations: one by Objects of Common Interest studio, and another by Japanese architect Junya Ishigami. Galleria Maniera—one of our favourite galleries—will do something special at the Ghiacciaia in Villa Bagatti Valsecchi. Sema Topaloglu Studio will make a site-specific work in one of the bathrooms of Villa Borsani. CC-Tapis with Atelier Troup will interact with a spectacular staircase in the villa. Agglomerati x Tino Seubert will create marble pieces, again in dialogue with some of the villa's stone architectural elements. We can go on and on...,” she stated, expanding on not just the range of offerings, but also on how intensive the interactions between "container and content" as described by the duo earlier on were.

All this and more on Alcova: click on the cover video to view the full interview.

Stay tuned to STIR's coverage of Milan Design Week 2024 which showcases the best of exhibitions, studios, designers, installations, brands and events to look out for. Explore EuroCucina and all the design districts—Fuorisalone, 5vie Design Week, Isola Design Week, Brera Design District and Porta Venezia Design District.