How Milan Design Week transforms the city into an Instagrammable playground
The 63rd edition of Salone del Mobile—the world’s most prestigious furniture and design event—drew to a close yesterday. For one week, Milan becomes a sprawling stage for creativity, where even its hidden corners are transformed into must-see spectacles.
At its heart, the fair unfolds within the vast pavilions of Rho Fiera, a magnet for industry professionals showcasing the pinnacle of Italian and international design. Yet beyond the trade halls, the Fuorisalone spills into the streets, inviting enthusiasts, students, and the merely curious to explore immersive installations, pop-up exhibitions, and chance encounters with the creative minds behind them.
From Tortona’s industrial chic to Brera’s artistic haunts and Porta Venezia’s vibrant energy, the city thrums with life. The accessibility of the events—most are free and open to all—adds to the inclusive buzz. Though, let’s be honest: for some, the allure of a cocktail might just rival that of an avant-garde chair.
Milano: An Instagrammable playground
One language, however, dominated: the lexicon of Instagram. Countless installations seemed conceived less as design statements and more as backdrops for the ’gram. Brands competed for viral moments, and visitors queued for hours—not for insight, but for the perfect shot.
When did the aesthetic experience become so easily reduced to likes?
Highlights amid the hype
Trying to see it all is futile—Milan Design Week practically demands a sabbatical. Still, we found moments of brilliance.
Gucci’s Bamboo Encounters paid homage to the material’s timeless elegance—though one wonders whether its legacy will outlive Demna’s show.
A standout was Design for the Moon at Università Statale, a collaboration between NABA and the Design School at Arizona State University (ASU). The project took shape as a geodesic dome inspired by lunar landscapes, inviting visitors to imagine speculative habitats beyond Earth. Part lunar refuge, part poetic vision, it urged us to reflect on design’s role in humanity’s next frontier.
Then came NonostanteMarras—always a revelation. Antonio Marras’ Chi Ama La Maestra reimagined the classroom as a poetic tableau, blending puppets and fragmented memories into an evocative homage to knowledge. Teaching became an act of love, and the space a vessel for the collective memory spanning generations. Stepping inside felt like embarking on a nostalgic, tender journey through the emotion of learning. We knew we’d find beauty—we always do with Marras—and missing it wasn’t an option. The installation, a stunning fusion of design and poetry, stood out as something truly special: warm, unconventional, and profoundly moving.
Nostalgic, tender, and utterly transcendent—our favourite.
Salone del Mobile vs. Fashion Week: A cultural litmus test
As design takes over the town, one truth emerges: Salone del Mobile draws a different kind of crowd. The public feels more discerning, more cultured, compared to those who flood the city during Fashion Week.
And yet, as Milan returns to its everyday rhythm, one can’t help but wonder: is design itself becoming a backdrop for performative consumption?