7 questions to Italian curator Maria Cristina Didero: turning design into magic stories

Dealing more with people and less with objects, Didero unveils her own private storytelling archive of the Milano Design Week 2017

maria cristina didero
Stefano Ferroni

Maria Cristina Didero is an Italian independent curator and freelance journalist. Just try to drop her an e-mail, and you will get a “sent from the jungle” – rather than a much well-worn “sent from my iPhone” – sign-off. Enough to understand the vital importance of the word “freedom” when it comes to every single thing she involves herself with.

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Storytelling is definitely her best skill: she already performed successfully for nendo at the Design Museum Holon, and partnered up with Atelier Biagetti for three years in a row in celebration of the Milano Design Week, by delivering a special event-installation in three acts (and just as many years) telling a story of bravery and contemporary obsessions. Seen that, according to Maria Cristina Didero, design “is about people, not about chairs”, the Milanese kermesse must be all but a huge tangle of people and tales. We payed her a visit a few days before she took off for Chicago to launch her new book, Superdesign.Radical Design Italiano 1965-75, written together with Evan Snyderman, Deyan Sudjic and Catharine Rossi (published by The Monicelli Press).


1. Your first thought triggered by the words “Milano Design Week 2017”.

Three words: discovery, euphoria, project.

2. The most captivating design item you spotted this year.

The extraordinary set up by Tokujin Yoshioka for LG.

3. The most gorgeous site-specific installation.

Apart from the above mentioned, I loved the work of Luca Nichetto for Salviati

4. The most interesting person you bumped into.

Michael Anastassiades.

5. A bad disappointment.

Any chance this edition has attracted a smaller audience than the previous years? It is just a feeling, and maybe I am wrong… frankly, I hope so!

6. Any wishes for next year?

More outdoor site-specific installations scattered throughout the city, preferably in hardly known locations.

7. Describe your work in one sentence.

More than chairs, tables or lamps, I am actually into people’s approach to design items and their contextual origin. Anyway, design is way more than this.

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