I.D.E.A. 2010

First Edition

The first edition of I.D.E.A. was launched on September 24, 2010 during the London Design Festival and the 100% Design, as a glamorous 3 month showcase of the best of Italian Design with the Patronage of FederlegnoArredo – Italian Trade Association.

Complementing the Exhibition, Dyade organized also two "Design Evening", the first one for Artemide and the second one for Teuco-Guzzini, in which guests and media met the representatives of the Italian design company working in the "Contract Furniture Business" who discussed about their art and projects, the design choices, philosophy and production challenges.

Sponsored by illy, Red Sea Group, Cyrus Yachts, Park Plaza Hotels & Resorts, Art’otels, Artemide and Teuco the free Exhibition was displayed prominently in public areas throughout the Park Plaza Westminster Bridge London Hotel, which is situated at the foot of Westminster Bridge opposite Big Ben and the Houses of Parliament.

I.D.E.A. showcased the art and design pieces of 25 Italian design companies such as Artemide, Cappellini, Cassina, Poltrona Frau, Driade, Meritalia, Magis, Pedrali and others.