Dutch Masters Pavilion, Palazzo Giureconsulti – Piazza dei Mercanti 2, Milan. We invite you to Milan Design Week 2024 to discover the latest creation from the Icons Re/Outfitted collection. The Visionary Lab, in collaboration with fashion designers, breathes new life into vintage Vitra chairs using recycled denim from Levi’s. We encourage you to ‘take a seat’ and rethink waste, as you explore this innovative fusion of design and sustainability. For this special occasion, the Dutch creative agency The Visionary Lab collaborated with the Italian fashion designer Marco Rambaldi to conceive the fascinating installation around the Panton chair in the historic Palazzo dei Giureconsulti. This elegant location is the home of the Dutch design pavilion Masterly, just steps away from the iconic Milan Cathedral.
Icons meet Icons Icons Re/Outfitted, a creative project launched and conceived by The Visionary Lab, brings together icons from fashion and furniture, showcasing old Vitra chairs restored with reclaimed Levi’s denim. Some exceptional pieces are the Panton chair, the Eames lounge chair, the Eames shell chair, and George Nelson’s Coconut chair, transformed through the collaboration between The Visionary Lab and renowned designers like Marco Rambaldi, Norman Monsanto, Kelly Konings, Jules Vissers, and Tim Dekkers.
Masterly The artistically recycled design masterpieces play the starring role at Masterly – a pinnacle of Dutch design, craftsmanship, and innovation. Positioned at the heart of Milan Design Week, this exhibition promises to inspire and captivate the audience with this mix of creativity and sustainability, showcasing the ingenuity of Dutch design on a global stage.
ICONS RE/OUTFITTED Since its inception in 2023, Icons Re/Outfitted has spawned a series of unique pieces that not only impress visually but tackle profound topics like textile waste and sustainability. Through this transformative initiative, The Visionary Lab revitalizes pre-used design masterpieces from the famed manufacturer Vitra. These timeless pieces gain a new life with a spectacular look crafted from pre-loved denim by Levi’s, a leading authority in the jeans universe. Collaborating with a selected group of internationally recognized artists and designers, the collection exhibits a diversity of visions, textile techniques, innovations, and methodologies.
Lastly, Icons Re/Outfitted serves both as an artistic ode to innovation, craftsmanship, and the well-being of our planet, and as an exemplification of the endless potential of denim for the fashion and interior design industries, by defying the notion of waste and integrating seamlessly into the high-end design universe.
About The Visionary Lab The Visionary Lab is an award-winning studio from Amsterdam, whose expertise lies in identifying solutions for textile waste, giving new life to materials through innovative design, storytelling, and circular fashion. We turn yesterday’s waste into tomorrow’s treasure. About Vitra At Vitra, we believe that our surroundings inspire our thoughts and feelings, whether we are at home, at work, or on the go. Every day, we work towards bettering our environment through the power of design. A third-generation family business, Vitra has an environmental, cultural, and commercial mission. About the Levi’s brand The Levi’s brand epitomizes classic American style and effortless cool. Since their invention by Levi Strauss & Co. in 1873, Levi’s jeans have become some of the most recognizable clothing items in the world, capturing the imagination and loyalty of people for generations. Today, the Levi’s brand portfolio continues to evolve through a pioneering and tirelessly innovative spirit, unmatched in the apparel industry. The range of top-quality denim clothing and accessories is available in more than 110 countries, allowing people around the world to express their personal style. For more information about the Levi’s brand, its products, and stores, please visit levi.com.”