There first indie fair is probably the one inaugurated by Emile Zola in 1880 in Paris, the Exposition d’artistes indépendants, a natural development of the Salon des Refusés in 1863. Almost 150 years later the term expression thatndie is back in fashion, especially in the field of music, but we can extend it to all the realities, physical or virtual, which, as then, search for exhibition channels other than the official ones that make room for smaller realities, to different relationships with the public and the market for trends that have not yet become mainstream. For all these reasons, can we define EDIT Napoli as an indie fair? We asked Emilia Petruccelli, co-founder of the fair along with Domitilla Dardi.
“Safe EDIT Napoli is an independent trade fair. To the term independent, we connect quality, research and attention to detail, attention to people, to stories. EDIT Napoli does all this. The manifesto clearly expresses the will to unite a community of thinking people who feel change without forgetting their origins, who plan for people while respecting people. “
EDIT Naples in October 2022 will present its fourth edition: I would say the time is ripe to take stock. But necessarily the parameters by which a trade fair like this one is evaluated are different from those used for big events like Salone del Mobile: What is the important data to consider in your opinion?
As in mathematics, we distinguish between average and weighted average, ie between dry average and average, which takes into account the relative weight of the individual components, in the same way independent manifestations and phenomena can not be measured with the same parameters as larger events. That would be a big mistake.
How do you measure quality? How do you measure the opportunities you generate? How do you measure the networks you create? At independent trade fairs, not everything is measurable, tangible, which paradoxically can give wrong indications: the number of visitors, the number of exhibitors, the number of lectures … are not valid indicators, if not everything is “weighed” with the type of audience, the quality of the audience, the quality of the organization, the people involved.
More than data, I want to talk about quality indicators, critical success factors: the network – consisting of designers and artisans who meet and collaborate to create new collections by combining skills and competencies; the championship audience – contacts with a targeted audience, a precise and non-generalist goal; services and commercial support built through a network of selected and hosted buyers; sharing business, press and targeted contacts for the community; curatorship that ensures quality through selection, leads and supports research in our sector without proliferation, without losing focus.
These indicators are combined to create an event which, by definition, is independent and which targets figures that are not striking, but certainly permanent.
In light of these parameters, what is the response compared to previous editions?
EDIT Naples is conceived and designed with these quality indicators clearly in mind, with the will to grow in the collective consciousness while consolidating year after year.
In a critical context like recent years and in a situation of natural startup fragility, we can without presumption consider ourselves satisfied and positive on the path we have taken. We have been able to offer the exhibitors important opportunities, and at the same time we have offered the visitors a quality selection, in addition to the service and the enchanting places that are actually an integral part of EDIT Napoli.
And what do you expect from the 2022 edition?
First and foremost, a consolidation: In just three editions, we have built a range of content around the fair and the city that hosts us, to motivate the trip and the visit. The EDIT cult in incredible places with exceptional companies / designers, the seminar made by talented young people, the international and at the same time local character are pieces of a mosaic that must take shape in an increasingly clear way.
Then we want to strengthen the bond to the territory, through a presence in the symbolic places of the Campania region, but also with the increasing involvement of academic institutions and universities to include and grow, and with partnerships built on shared values and experiences: Feudi San Gregorio, for example, will talk about the company in the courtyard of San Domenico Maggiore that brings a piece of Irpinia to Naples during EDIT.
Finally, we aim to strengthen the international identity through collaborations with European cultural institutes, projects with Mediterranean countries and the expansion of the geographical area.
I know you’re also planning an entry into Milan Design Week: can you tell us about it?
We will be present with the Hybrida collection by Patricia Urquiola created in collaboration with the Caselli Real Fabbrica Institute of Capodimonte for our Made in EDIT brand. But you will also find us in the Brera Pavilion from 6 to 12 June, where we will bring the four companies selected for the best new product during the latest edition of EDIT Napoli to the monasteries of the San Simpliciano complex: Alexander Kirkeby, Caterina Frongia, ccontinua + mamt e Stamuli.
Thanks to a collaboration we have made with Andrea Galimberti and Alessio Monti, the winners of the next edition of EDIT Napoli 2022 they will be able to exhibit the following year in Milan. These are the partnerships that make us especially proud: to grow together to create comparison, exchange, new opportunities. This is the emblem of our Mediterranean identity, we are a port of arrival, passage and departure for Italian designers and creatives from all over the world.
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