Heads and Tails: parallel convergences of design, on both sides of the Matterhorn At the ADI Design Museum in Milan an exhibition produced by the Museum and Repower dedicated to design in Italy and Switzerland, with the creative direction of Italo Rota

Switzerland and Italy: two countries that are geographically close but at the same time distant in terms of economy, history, culture, technique, art and relations with design. Analogies and differences are the central theme of the Heads and Tails exhibition: the parallel convergences of Swiss and Italian design. Produced by the ADI Design Museum and Repower and sponsored by the Swiss Embassy and the Swiss Chamber, the Swiss Chamber of Commerce in Italy, the exhibition has the general curatorship and creative direction of Italo Rota and the curatorship of Alessandro Pedretti for the Italian section and Riccardo Blumer for the Swiss section.

A panorama of ideas, images, creations and products, born on two fronts of the culture of historical design as well as on the contemporary one. From similar roots by nature, needs and processes, objects and representations are born that represent the different identities of the Italian and Swiss cultural, social and technical heritage: objects, images, advertising campaigns that are part of two expressive DNAs.

In the Italian material and visual culture the protagonists are often designers and companies and the product is the result of a cultural research in continuous metamorphosis and continuous development, which produces expressive value but also social quality: the big names in design of the last hundred years, the great furnishing classics, unusual and surprising objects, designer graphics, the international relationship between companies and designers from all over the world involving a vast panorama of relationships rather than images.