Avverati - A Dream Come True

April 2007
Avverati - A Dream Come True
SaloneSatellite 10 year Anniversary book.

Preface:
Beyond a shadow of doubt, SaloneSatellite has come to represent a guarantee. A guarantee with regard to creativity, of which it is an unrivalled source. A guarantee of quality, in that its participants are selected with care by a prestigious jury made up of important international fiures from the worlds of design, architecture and communication. And a guarantee, lastly, of its own reputation as the quintessential meeting place for promising young designers and manufacturers/talent scouts, the world's best launching pad toward the world of industrial production.

This exhibition is a tribute, therefore, to nine years of work and conviction in the opwer of youth. But that's not all: it is also proof that its original aim has struck the target dead in the centre. Prior to the SaloneSatellite, young designers didn't have a point of reference as coherent and defined as this. They didn't have a site that compared to the SaloneSatellite in terms of importance, scale and location - a major pavillon right in the middle of the legendary (for them) Salone del Mobile! They didn't have this place, which in brief course of a decade has established itself as a magnet for the young talent and energy and ideas. The SaloneSatellite, in short, lit up the world of young designers like a signal light, leading them to this place and providing them with the perfect combo of location and visibility. Inviting young people to exhibit in the world's greatest international showcase for the furniture industry, mecca of the most important names in the business, proved to be a winning idea on Cosmit's part. From here the first contacts were made, the first agreements established, the earliest conviction that these young people were worth the effort. And from here emanates the indestructible energy, the volcanic passion and infinite generosity of Marva Griffin Wilshire, who has natured this event since its birth, who has made sure that the original idea - that the Satellite should become the reference point for young designers - came true. Indeed, many of the projects presented over these nine years have made it into production. And Avverati is an anthology of those projects and the maximum recognition to which a young designer can aspire.

May the next ten years be as rewarding as the first!

Rosario Messina
Cosmit President