SUPERSTUDIO

The FLA Museum is dedicated to Flavio Lucchini, but it is also a “business museum” that narrates the aesthetics of its founder (who is also the founder of Superstudio). For the Museo Segreto section of MuseoCity, to celebrate this year's theme The Enterprises of Culture, Lucchini’s works Superstudio were chosen—digital paintings where art and graphics merge to abstractly tell the story of the Superstudio icon, a cultural-commercial enterprise that, alongside major events, has always produced and hosted art and culture exhibitions. Superstudio 13 was born in 1983 as a response to a need that was missing in Europe, serving the world of publishing and advertising. In an area that was then peripheral to Milan, which would become the famous Tortona district, Lucchini and his wife Gisella Borioli took over a chandelier factory and transformed it into 13 photographic studios that would make history in photography. In a short time, what seemed to everyone a folly became an image hub where the world’s greatest photographers, modeling agencies, post-production services, and journalism schools congregated, creating a lively, glamorous, and international neighborhood. The success of the area was consolidated in 2000 with Superstudio Più, a citadel of advanced communication at Via Tortona 27 (formerly General Electric). While photography had its temple, large television and video productions, major communication events, and product presentations still lacked a modern, equipped space that could be customized with spectacular setups that were always different, allowing art directors to unleash their creativity. Today, there are four Superstudio locations in Milan: Superstudio Maxi in the Moncucco area and Superstudio Village in Bovisa, reaffirming a tradition that combines innovation, culture, aesthetics, and business, making Milan a global capital of creativity.