Producto Fresco (Fresh Product) is a di_MAD project that commenced in 2012 and aims to publicize the best product design done over the last year by designers born in and residing in Madrid. Since 2018, the project’s geographic scope has been expanded, now inviting one autonomous community per edition. At Producto Fresco 2019 the guest community is Andalusia. Over the course of the years, Producto Fresco has become established as a platform, showcase and thermometer of breaking news in product design, displaying the most innovative new products and, in parallel, reflecting the needs and problems designers face in their daily work. These range from small businesses that must completely take on production, marketing, promotion and sales functions for their products, to the large companies that integrate design as one of their identifying traits.
The exhibition at the Central de Diseño de Matadero Madrid is a subject of interest by di_MAD in promoting design in a plural, open and intergenerational way, where professional audiences can be inspired by the products on show and the general public has the chance to enjoy and appreciate product design as a fundamental part of culture and their daily lives. Entry to the exhibition is free, but the activities programme (talks, workshops...), organized around the show as well, will require registering in advance.