SHOWHOW will take place at Zona Tortona, Via Forcella 7 from 14-19 April 2010.

The exhibition explores themes that are basic and universal: they demonstrate that the principles of sustainability are being pursued by designers and can be integrated into our lives right now.

SHOWHOW has three different themes: fashion, food and mobility.

‘Showhow to dress' presents innovative clothes, production methods and materials, and offers a closer look at sustainable Danish fashion and fabrics. In a furnished living room setting, visitors can try on the clothes and have their photo taken - all with friendly instruction.

'Showhow to taste' involves the visitors in Danish food culture. People are encouraged to taste sustainable Danish food products, use the exhibits that include tableware and relax in the kitchen area.

'Showhow to move' presents new possibilities for transportation and sports. SHOWHOW will lend out bicycles to visitors for people to experience the freedom given by the two-wheeler.

“Danish Design in the 21st century has changed from a focus on styling to design as an integrated component of both strategy and development in the Danish industry. Furthermore the general awareness of environmental and social issues are constantly reshaping the conditions for Danish Design. Today sustainable design is more frequently used as a strategic and innovative tool to create competitive products”, says Christian Scherfig, CEO, Danish Design Centre.

“SHOWHOW comes alive through participation. The exhibition places the audience at the heart of the action and explores contemporary concerns about sustainability while providing concrete answers. Moreover SHOWHOW gives a positive message. Clearly companies need to address issues of sustainability but this shouldn't be seen as a burden. As SHOWHOW demonstrates, engaging with social and environmental issues is a creative and life-changing experience for us all” says Merete Brunander, Design & Innovation Officer, Danish Design Centre.

SHOWHOW is developed by the Danish Design Centre in collaboration with the Danish Ministry of Culture. The concept first appeared at Copenhagen Design Week in 2009, where it was a highlight of the event. SHOWHOW was re-imagined for Milan to take the ideas and approach to an international audience.

Exhibitors

The exhibitors comprise:

Gudrun & Gudrun: Handmade and organic ‘slow clothes’
Made from the finest yarn and lambskins, most of their clothes are organic – using 100% untreated and undyed Faroese wool. Each garment is hand knitted by Faroese and Jorda¬nian women who work from home, operating as micro businesses. www.gudrungudrun.com

Julian Kyhl: Precision design gets more from scarce resources
Julian Kyhl shows a savvy use of our limited resources with his Timber table. Constructed from just 10 pieces of FSC certified wood, and using no screws, nails or glue (each piece slots together perfectly), Timber is a lesson in restrained elegance. www.juliankyhl.dk

Tom Rossau: Environmentally sensitive lighting design
All about shape and form, the lamps from Tom Rossau are constructed from birch veneer sourced from sustainably managed forests in Finland. The amazing shapes are possible because of the material’s qualities – lightweight, flexibility and strength.www.tomrossau.dk

Novozymes Food & Beverage: Beer that generates less CO2
Bioinnovation company, Novozymes, and Danish brewery, Harboe, have produced Clim8 beer – a great tasting beer that is made by an innovative process that results in a CO2 reduction of 8% compared with standard production methods. www.novozymes.com

Munio: Elegant interior products with a long term future
Munio manufactures beautiful and functional products under the Canopy Wood code of conduct, a further development of the FSC eco-label. This prevents the ruthless exploitation of particular popular species, helping to prevent the forest’s biodiversity. www.muniodesign.com

Forbo: Explores the potential of a sustainable material
Forbo teamed up with the artist Malene Bach to explore the potential for linoleum in their flexible 3D model called the Diamond. Linoleum is 100% natural and made from renewable materials like linseed oil, pine rosin, wood flour and jute. www.forbo.dk and www.malenebach.dk

Nihola: A sustainable transport option for people with children
Designed and manufactured in Denmark, the Nihola family cycle is light, stable and strong. With its front wheel steering system and a cabin that surrounds and protects, it can carry two children in safety and comfort. There are around 7,000 Nihola bikes in Copenhagen alone. www.nihola.dk

Tre-For: Next generation thinking for urban goods delivery
The Cargo Pal is an answer to the sustainable transportation of goods in urban areas. Its rounded form gives Cargo Pal a futuristic appearance yet, with optimal load place¬ment, this is a viable solution. Danish energy company Tre-For developed this working prototype. www.tre-for.dk

Mater: Exquisite design combines with socially engaged business
Mater pursues an ethical business strategy that supports local craft traditions and the environment. Their latest creation, Papillon Stitched Chair, is manufactured in Jaipur, India. Constructed from vegetable-tanned leather and black-oxidized recycled steel (no paint), it mixes traditional skills and great design with green technology. www.mater.dk

Novozymes Textiles: Fabrics that are kinder to the environment
Novozymes new ‘elemental’ fabrics replace some of the harsh chemicals used in tradi¬tional materials with enzymes, a natural protein molecule. The result is a sleek, superior fabric that uses less water and energy, which means reduced co2 emissions and health-damaging particles. www.elementaltextiles.com

Jackpot Organic: Fashion that marries ethics with aesthetics
Jackpot Organic use environmentally sensitive materials and socially responsible practices. Their latest innovation is a ‘trace and track’ feature for each garment. This let’s their customers see the entire production online – who picked the cotton, who spun it, wove it, dyed it and sewed it. www.jackpot.dk

Further information

For further information please contact:

Christian Scherfig, CEO, Danish Design Centre, phone +45 33693369 email: csc@ddc.dk
Merete Brunander, Design & Innovation Officer, Danish Design Centre, phone +45 20603345, email: mbr@ddc.dk
Iben Højer Hansen, partner relations, Danish Design Centre, phone +4528114589 email: ihh@ddc.dk