The aim of Coop is to be at the forefront when it comes to seizing the opportunities offered by sectors which are strongly innovative today, choosing in this case design as a new tool for conversing with the customer and leading them to think about the intimate function of the object.

Coop stands for Cooperative of consumers born to start the “practice of collective purchasing” and to ensure that Cooperative consumers have the better guarantees and conditions when stocking up on goods. The basic idea of this cooperation arises from needs and from solidarity: in this way an original entrepreneurial response has been created which in more than a century and a half of history has developed into the leading Italian distribution organization.

Coop gives fresh attention to innovative forms of expression and experiments the realization of projects which join product with design, beauty and functionality. The project was presented during the Milan Salone del Mobile (Furniture Fair) 2005, a unique scenario in the world for the launch of new trends, events linked to the distribution and marketing of product ranges which now no longer belong just to “furniture”. 19 designers, chosen from amongst the most representative of the new generation were invited by Coop to design consumer goods for the home and individual: objects which were innovative in their performance and functionality, of a suitable size for transport and sale in great distribution, with environmentally compatible materials and workmanship enabling them to be recycled and thanks to a careful theoretical study of industrial reproducibility things which are accessible for all at a fair and democratic price.

During the days of the exhibition the public can admire the innovative concepts and indicate which products they would like to be able to find one day on the shelves of their local supermarket. The products chosen are in the production phase and will be available for distribution in the future.