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100% TobeUs

11 December 2012

TobeUs is born out of the idea of a designer tired of seeing his children throw their toys in a corner or destroy them after playing with them for a few hours. So Matteo Ragni dug toy cars made of wood out of his memory and gave them a new and original design, constructed out of a resistant and reusable material, cedar wood, that is characterized by its pleasant odor and is therefore able to create an olfactory tie. Then he talked about it with other designers, who at once embraced the idea and pulled out of their drawers designs that were just waiting to see the light. Finally, thanks to the support of an Italian company with a great tradition of design and working with wood, Alessi, he has brought them together in an exhibition entitled 100% TobeUs: 100 Designers for 100 Toy Cars, and has also found an ideal location, much appreciated by grownups and children. From December 5 to January 13, then, lets all go and play with wooden cars at the Museum of Science and Technology in Milan.

100% TobeUs

Untitled, design by Fernando & Humberto Campana.

100% TobeUs

Trojan Mustang, design by Fabio Novembre.

100% TobeUs

Petrol Tanker, design by James Irvine.

100% TobeUs

Daddy’s car, design by Giulio Iacchetti.

100% TobeUs

La Smilza, design by Odoardo Fioravanti.

100% TobeUs

Speedy Bunny, design by Stefano Giovannoni.

100% TobeUs

Espressa, design by Joe Velluto.

100% TobeUs

Il blocco di partenza, design by Matteo Ragni.

100% TobeUs

DOC, design by Luca Nichetto.

100% TobeUs

Guido, design by Alessandro Gnocchi.

100% TobeUs

La Turbina, design by Aldo Cibic.

100% TobeUs

Solar Car, design by Alberto Meda.

100% TobeUs

L’Incompresa, design by 4P1B.

100% TobeUs

VROOOOOOM, design by Carlo Contin.

100% TobeUs

Three.Two.One, design by Barber Osgerby.

100% TobeUs

Il Bus, design by Antonio Cos.

100% TobeUs

3CV, design by Duilio Forte.

100% TobeUs

Tricerauto, design by Donato D’Urbino.

100% TobeUs

Lo Squalo, design by Diego Grandi.

100% TobeUs

La Papamobile, design by Chiara Moreschi.

100% TobeUs

Photo: © Max Rommel

100% TobeUs

Photo: © Max Rommel

100% TobeUs

Photo: © Max Rommel

100% TobeUs

Photo: © Max Rommel

100% TobeUs

Photo: © Max Rommel

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Roberta Mutti

She sits astride Italy, Belgium and Southeast Asia, and sometimes falls off. When asked what she does, she replies: I do things, see people. She has been writing about furniture for twenty years and is still not tired of it, in spite of everything. She has no free time, and is not even interested in it. For her it’s enough not to have to go to the same office everyday. She mixes with unlikely people, and contributes to Klat for this very reason.


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