Winy Maas and The Why Factory experience at SpazioFMG

Winy Maas, MVRDV,

Mauro Consilvio,




Architect Winy Maas has opened the exhibition dedicated to The Why Factory experience, the think tank created in partnership with the MVRDV studio and the TU Delft Faculty of Architecture, at SpazioFMG, the Milan gallery of Iris Ceramica and FMG Fabbrica Marmi e Graniti.

Winy Maas and The Why Factory experience at SpazioFMG

“What’s Next? The Why Factory. Research, Education and Public Engagement” is the title of the lecture given by architect Winy Maas at Milan Polytechnic for the opening of the exhibition “The Why Factory / Research, Education and Public Engagement / TU Delft + MVRDV”, which SpazioFMG has dedicated to The Why Factory, the think tank created in partnership with MVRDV and the Faculty of Architecture at Delft University of Technology.

The invitation from the Iris Ceramica and FMG Fabbrica Marmi e Graniti exhibition gallery is to work together to improve the future, by bringing the spirit of the power of imagination back to design culture and overcoming the difficult era of scepticism, populism, nationalism and fear that we are currently living in. In the SpazioFMG, hall, packed with a public made up mainly of young and future architects, Winy Maas spoke of the experience of the think tank and gave the Italian preview of “Copy Paste – The Badass Architectural Copy Guide”, the latest publication by The Why Factory.

The exhibition is centred on The Why Factory’swork on communication and raising awareness. On the walls, an introductory video and a large map show the connections between t?f and the rest of the world through exhibitions, publications and workshops organised to encourage public debate on themes related to architecture and urban planning. In the centre of the room are nine podiums covered in MaxFine Ciytstone Grey slabs by FMG Fabbrica Marmi e Graniti, that display the first 9 books in the Future Citiescollection. Each book has a digital frame to present the research carried out, with images of the designs and graphic renderings. The tenth and latest book by The Why Factory “Copy Paste – The Badass Architectural Copy Guide” occupies a privileged position, next to postcards representing the research work of Future Cities, which became a popular memento of the opening evening for all those present.

(Agnese Bifulco)

Title: The Why Factory / Research, Education and Public Engagement / TU Delft + MVRDV
Curators: Winy Maas and Javier Arpa with Claudia Mainardi - www.thewhyfactory.com www.mvrdv.com
Milan edition in partnership with Luca Molinari and Alessandro Benetti.
Design: Javier Arpa,Claudia Mainardi, with Alessandro Benetti, Federica Rasenti.
Production: Javier Arpa, Claudia Mainardi, Adrien Ravon, Lex te Loo, Chun Hoi Hu with Alessandro Benetti and Federica Rasenti.

Date: 8th November – 1st December 2017
Thursday-Friday: 4 pm -7.30 pm with a guided tour by the editorial team of floornature.com or by appointment for groups of minimum 5 people. Contact: paolo@floornature.com
Place: SpazioFMGperl'Architettura, via Bergognone 27 – Milan, Italy
Photos: Mauro Consilvio