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The Grand European Tour with Blum
A group of 40 Australian architects and designers travelled to Milan, Italy – and subsequently toured through Austria – for this year’s Salone del Mobile as guests of Blum.
Any great design tour must begin at the industry’s spiritual heartland and the unofficial headquarters of the vast global design business, Milan. It’s fitting then, that this story starts on the streets of the Milan neighbourhood of Brera, traverses through the villas and galleries of the ancient city and crescendos in the vast halls of the Salone del Mobile.
Every April, the global design industry descends on Milan to experience the latest trends in furniture and fashion. The vibrancy that overtakes the city is too visceral to describe in words, but when analysed with an Australian design-centric lens, the week represents an invaluable opportunity to connect with peers and draw inspiration from the sheer scope of the design world.
While inspiration was found in every moment, conversation, espresso and Aperol, for the 40 architects and designers bound together through the Blum tour, it was cultivated through a curated Milan experience that encompassed the many architectural highlights of the city. “I love Milan,” reflected Gavin Hestelow of Gavin Hestelow Architect. “I was extremely impressed with everything I experienced throughout the week.” Nicole Burns of national architectural practice Hayball agreed: “We loved the Salone and seeing all the industry trends, particularly EuroCucina, which explores the latest in kitchen design.”
As Salone del Mobile concluded and the group prepared for the next chapter of the tour, one question was hanging in the air: What could be so interesting about a hinge? The answer was found in the snowcapped mountains of Austria.
The group was based in the small town of Dornbirn, a stone’s throw from the birthplace of modern hinge systems and the headquarters of Blum. Under normal circumstances, this leg would represent the more ‘sales-focused’ aspect of the tour. However, what the group discovered transcended the manufacturing on display and imparted an experience far more valuable than they could have imagined. “The group was amazing,” said Ariel Ophir-Verheyden of Mathieson Architects. “The friendships we have forged will stay with me for a long time and I really must thank Blum for making this happen.”
Over the proceeding days, the group climbed the highest mountains in search of schnapps, snow and song, and toured the many factories of Blum, discovering everything from the unique apprentice program to the future of kitchen joinery, even having the chance to converse with the company’s managing director, Philipp Blum, himself.
“I always say we know we are a small country here, but we are the hub of functional hardware,” Blum told the group. “Whenever you talk with someone from Blum, you will feel that they are part of a family. What makes me proud is to see our team taking care of the customers, who are so integral to all we do. I am proud to be part of this team.”
Ultimately, the spirit of the odyssey, and Blum as a company, was encapsulated in the enduring friendships forged in Milan and Austria. The success of any design tour is symbolised through the voices of those in attendance and, in that respect, it was the design professionals who travelled so far to experience Blum who can summarise what the company truly represents. “It was a once-in-a-lifetime experience,” said Gavin Hestelow. “The ability to connect with my industry peers is something I found extremely valuable, and I will cherish those friendships.”
