design

Milan Design Week 22

Signs of a recovery

Milan Design Week 22 is over, and even if the weather was too hot, it was nice to see the town alive again. Some say it was not as crowded as in the previous editions, but many tourists came for the occasion from everywhere.

When they were interviewed by the press, the industry professionals said they placed orders during the exhibition, something that has not happened for a long time. Therefore, they noticed positive signs of a recovery after the pandemic.

By the way, starting from the first editions, the events held for the “Salone del Mobile” and the “Fuorisalone” created a lively and refined atmosphere in town. Much better than the fashion week, almost pointing out that the design audience is more cultured than the fashion crowds. Which is unsurprising considering how fashion has lowered the bar so far.

Milan Design Week & Fuorisalone

Milan Design Week

However, among the places we visited, our favourite was the Flos’ location at the “Fabbrica Orobia.” Here we saw beautiful setups in a stunning multi-experience venue. Titled “See the stars again”, the event celebrated its 60 years of activity.
In order to show their outdoor lightning system, they have recreated a fabulous garden in one of the rooms. While people walked next to the plants, the lights changed colours. Amazing!

Needless to say, sustainability was one of the big topics at the Milan Design Week 22. But, of course, there was a lot of greenwashing. Indeed, same as in the fashion industry, it is clearly the marketing game of our times. You cannot sell a single pin if you don’t put a sustainable label on it.

But the first question that jumps to our mind is: how can huge events be sustainable?

And what does it mean to sell sustainability when there is no factual guarantee? Or any clear regulation?

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Design against waste

Waste is a major issue in our culture. Perhaps one of the biggest. Definitely a side effect of our lifestyle. Waste is the ignorant byproduct of our times, meaning the etymological non-understanding of what we leave at our back.

In other words, it is a blind and egoistic short-term vision. People don’t care. Their children will live in an open-air landfill. Not their business.

However, the problem is real, devastating, and we cannot hide it anymore. There’s no way to sweep waste under the carpet or make it magically disappear.

Acknowledging the problem and the environmental cost it carries along, is the first step. But what is the solution?

Design is the answer.
An accurate design is at the core of solving the waste issue. Changing the way we conceive products is absolutely crucial. We need thoughtful items in every single field and category – fashion, furniture, technology, etc.
Products made with eco, recycled materials. That will have multiple lives and eventually enter a circular pattern.
Items made to last.

By the way, it was so in the past in terms of lifetime. Now the life of a garment is just a couple of washings, the life of a cell phone, less than one year.
Moreover, the convenience culture played a huge role in maximizing waste habits and proliferating throwaway tendencies. Buying a new item is cheaper than repairing it. So throw it away and buy another one – even if it will last just a few months. The never-ending cycle has been triggered.

The point is that real designers make good designs.
Since fashion – like any other industry – is in the hands of people who are more attracted to marketing than design, it will be hard to see a change coming from the inside.

Unless a new generation of designers, aware of the problem and touched by it, will be willing to change for the better.
We are optimistic!

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See the difference

Being able to see the difference is a way of speaking the same language.

Simplicity goes to the essential. And the essential reveals the real quality.
When design lacks, simplicity is reflected poorly.

Take a basic top, with an essential and clean shape.
Can you see the difference with a garment that apparently looks similar?
Touch it. Can you feel the material?
Wear both. Do you get a sense of the fit?
Can you feel the quality?

Those who are aligned and share our values don’t need many explanations. Indeed, they instantly get the message. We speak the same language. Furthermore, it’s a matter of trust. Indeed, we only select what makes sense.

The ones who are curious sometimes need time to get in. At least, they search for more information. And that point of communication opens a door.

Those who don’t see any difference from one item to another don’t have the sensibility to go further. Thus, they do not align with our vision of the world. The language is not the same. In that case, there is no connection.

But there’s no need to connect with everyone. Or to be liked by everyone.

A small aligned audience is enough.

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