In this period lighting, furniture, accessories, artistic graphic design, the world of toys, the workplace and the home were no longer abandoned to age-old stereotypes but became a fertile ground, ready to welcome the experimentation of Danese Milano. Another champion of Italian design, Angelo Mangiarotti, joined the team. The company chose to adopt an expansive commercial policy and showed its work at trade fairs and in mono-brand stores throughout the world. This decision was accompanied by great attention to the way in which the work was exhibited which drew it ever closer to the world of art and heralded the imminent invasion of both the domestic and work space by the brand’s exuberant creativity.
In 1970 the exhibition “Contenir, regarder, jouer” opens at the Musée des Arts at the Louvre in Paris featuring many of Danese Milano’s products. The installation is designed by Enzo Mari.
Danese Milano intensifies its commercial activity showcasing its products in important stores throughout Europe. Here the display at Leptien, Frankfurt.
Inside its historic department store of Corso Vittorio Emanuele in the heart of Milan, La Rinascente dedicates an exhibition to the toys produced by Danese Milano (1970)
The Wohnzubehoer fairis a strategic opportunity and Danese Milano presents a stand that is full of variety and new ideas.
In 1973 Danese Milano invests in an itinerant exhibition that travels to important institutions throughout Europe including the Musée de Design ed D’Art Appliqués Contemporains (MUDAC) in Lausanne, Switzerland.
First Kreymborg then Frankfurt, the company’s calendar fills up with international fairs.
In 1973 the exhibition of toys and art editions arrive at the Museum in Nice.
In 1974 Bruno Munari designs the exhibition “Ene examplede design italien” at the museum of Cassis and dedicates space to a selection of Danese Milano’s products.
Between 1973 and 1974 the network of mono-brand Danese Milano stores reaches all the way to Japan. A building is constructed in the prefecture of Nagoya in Samayama, which displays the company logo designed by Meneguzzo on its façade.
In 1976 Danese Milano isinvited to show its products at the IsraeliMuseum of Jerusalem. Enzo Mari curates this contribution.
In 1977 Jack Lenor Larsen’s shop is Danese Milano’s most important window in New York City.