MIART: PIERLUIGI CERRI AND ART NOW AT THE 2008 FAIR

Brand-new image, internationalization, further expansion

The next MiArt will be MiArt: Art Now!

With the public success, gallery participation, and sales figures of MiArt 2007 - the International Modern and Contemporary Art Fair - Milan has been crowned Art Capital of Italy. And with its leadership in international sales (third only to New York and London), the city is now focusing on the thirteenth MiArt, scheduled for 4-7 April 2008, to further shore up its preeminent role in Italy, Europe, and the world.

Bolstered by impressive statistics - almost 40 thousand visitors, 235 exhibitors, and over 12 thousand square meters (130,000 sq.ft.) of exhibition area - MiArt has already announced important new developments for 2008, including an image restyling coordinated by Pierluigi Cerri. Entrusting the prominent architect with this job is part of Fiera Milano International's policy for further growing and developing MiArt, following the prestigious position the Fair has achieved. The overhaul extends to the Fair's graphic image, with an immediate and clearly recognizable look that expresses the strong identity that the MiArt brand has acquired in the eyes of the public and the art industry.

And with its new coordinated image, the emphasis of MiArt is also changing: With its greater focus on the dynamism of the art market, its rapid changes, the new frontiers that the art world is exploring, and the constant stream of new market developments, MiArt will be a perceptive market observer, on top of every change. And from now on, the new slogan of the Fair is "MiArt: Art Now!"

Entrusting Cerri with the restyling was no random choice. His name has long been associated with high-profile projects, including the corporate identity of exhibitions such as Triennale and Salone del Mobile in Milan, Mart in Rovereto, and Genova 04 Capitale Europea della Cultura, as well as of the Palazzo Grassi exhibition hall in Venice. He has created exhibition designs at a string of important exhibition centers and museums, including the National Galerie and IDZ in Berlin, Stockholm's Moderna Museet, Musée d'Art Moderne and Centre Georges Pompidou in Paris, Turin's Vela, Design Zentrum in Stuttgart and Berlin, Tokyo's Sogetsu Kaikan, Lingotto in Turin, Museo de Arte Contemporaneo in Madrid, London's Science Museum, Forte del Belvedere in Florence, Kunst-und Austellungshalle in Bonn, and Milan's Palazzo Reale.

With Gregotti & Associati, he has won numerous major tenders, including the Centro Culturale di Bélem in Lisbon, the redesign of the Pirelli area at Bicocca, Milan, and the redevelopment of the Universal Exposition site in Seville. Cerri & Associati recently completed the new Prada factory and the new Fondazione Arnaldo Pomodoro in Milan. The studio has also created numerous exhibit designs, including for "Exercises in Style" at the Ace Gallery in New York and Tokyo, and "Il Futuro dei Longobardi" at the Santa Giulia museum in Brescia.

Cerri has now turned his talents to MiArt.