Andrea Bianconi brings a “YES” inside the fair
15–17 September 2026 | Fiera Milano Rho, Hall 18, stands C36–C44 / D35–D43
On the occasion of SIMAC Tanning Tech and Lineapelle
What happens when, at a fair built to show products, meet clients and close deals, a company decides to show nothing at all?
The answer is POSITIVITY CABIN. 30 seconds of positivity, the new project by artist and performer Andrea Bianconi, created with GSC Group and in collaboration with Casa Testori, debuting 15–17 September at Fiera Milano Rho, on the occasion of SIMAC Tanning Tech and Lineapelle.
For three days GSC Group, a company active in the tanning chemicals sector, makes a 130-square-metre area available, giving up its usual product display and the commercial communication of its own brand. At the centre of the space stands the Positivity Cabin: a small golden architecture conceived as a place to pause, listen and recharge within the often frenetic rhythm of the fair.
On the way out, every visitor receives a small golden pin reading “YESSS,” a kind of amulet to carry with them. A minimal object that extends those thirty seconds of experience beyond the cabin.
“Positivity is an act of courage,” says Andrea Bianconi. “Positivity Cabin was born from the desire and the urgent need to see a different world. We live in a complex, frenetic, often disorienting time, in which I felt the need to perform a magical act. I told myself: what’s needed here is a greater good. From that need came the idea of creating a space to pause and recharge.”
GSC Group’s decision adds a further element to the project. In a place where the presence of the brand is normally the centre of communication, the company chooses to take a step back.
“For once, we decided to take away rather than add,” explains Adriano Serafini, President of GSC Group. “We removed the products, the commercial communication and everything you would normally expect to find on a company’s stand, to make room for an experience. It’s a choice that may seem counterintuitive, but it captures our way of understanding innovation: having the courage to break the mould and take new paths.”
The reference to the word “Yes” is no accident. As Giuseppe Frangi, President of the Casa Testori Association, observes, “one of the greatest pages in twentieth-century literature is the final page of Joyce’s Ulysses,” the one in which Molly Bloom surrenders to that celebrated sequence of “Yes.” “Saying ‘yes’ is by no means a given. It takes a certain momentum, a passion toward what is not one’s own, a generosity toward life with nothing asked in return.” It is precisely in this territory, between art and an existential attitude, that Frangi places Bianconi’s work: “This is how the ‘positivity cabin’ came to be — a structure at once elevated and familiar. Golden, naturally, because ‘Yes’ is a golden syllable.”
For Bianconi, the Positivity Cabin is above all a way to bring art “where there is the greatest need for meaning and light”: not an object to be contemplated, then, but an experience to move through.
After its Milan debut, the project will continue its journey through other settings, reshaping its relationship with place and public each time.
The second stop will be 25–27 September on the Salò lakefront, in collaboration with MUSA – Museo di Salò.
The third stop is planned at MuDAC – Museo delle Arti Carrara, in the museum’s screening room.
Three very different places — an international fair, a public space by the lake, and a museum — for one and the same question, simple and anything but obvious:
how much time are we still able to give to a “yes”?
INFORMATION
POSITIVITY CABIN. 30 seconds of positivity
by Andrea Bianconi
15–17 September 2026
SIMAC Tanning Tech / Lineapelle
Fiera Milano Rho – Hall 18
Stands C36–C44 / D35–D43
A project by Andrea Bianconi with GSC Group and Casa Testori
Next stops:
25–27 September 2026 | Salò lakefront, in collaboration with MUSA
MuDAC – Museo delle Arti Carrara, Giornata del Contemporaneo (Contemporary Art Day)
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