Milan Design Week

Salone del Mobile: When design takes over Milan

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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.

Salone del Mobile / Fuorisalone: Design for the moon at Università Statale
Design for the moon – Unversità Statale


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?

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Milano Design Week, Fashion & Greenwashing

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Exploring tangible contrasts and ethical dilemmas in contemporary events


As the Milano Design Week concluded, we reflected on tangible distinctions with Fashion Week and delved into the pros and cons of the greenwashing effect evident in contemporary events.

The Milano Design Week is an annual event which serves as a platform for showcasing furniture, objects, creativity and ideas. This season’s theme, “Materia Natura” (matter nature), set the stage for contemplating the importance of environmental sustainability in the creative and design process. Also, running in parallel with the official “Salone del Mobile,” the Fuorisalone has experienced significant growth. As a result, every corner of the city boasted its own installations and events.

Blessed with beautiful sunny days, we immersed ourselves in numerous installations, many intertwined with fashion brands, just without the please-look-at-me foolishness. But a couple of reflections began to crystallise in our minds.

Milano Design Week, Fashion & Greenwashing
Milano Design Week – “Il mare dove non si tocca” by Antonio Marras

Milano Design Week & Greenwashing


The cons:
1 – The emphasis on sustainability often appeared to be mere greenwashing, given the excessive expenditure of money and resources without tangible environmental benefits. On the contrary, waste seemed clear.
2 – Some (fashion) brands participated simply to secure a spot on the list rather than with genuine needs. Indeed, this sentiment was palpable when the quality of the installation was just a way to invite people to stop by. Even among those who collaborated on a co-marketing initiative, the focus seemed to be just the marketing strategy.

Milano Design Week vs Fashion Week


The pros:
1 – In contrast to Milano Fashion Week, Design Week is more inclusive and open to anyone. And the atmosphere is way more enjoyable.
2 – The staff responsible for welcoming attendees and ensuring security exhibit a notably kinder attitude. Since Ro is a wheelchair user, we received acts of kindness during Design Week that we were not accustomed to compared to our experiences during Fashion Week.
3 – No fashion carnival, meaning no subjects begging for attention.

suite123 staff- Milano Design Week – “Il mare dove non si tocca” by Antonio Marras


However, we loved “Il mare dove non si tocca” (In the deep sea) by Antonio Marras. Upon entering the enchanting NonostanteMarras space, we encountered a temporary bar in the inner courtyard. Unfortunately, the arrangement of plants and tables left little room for a wheelchair to pass through. Witnessing our attempt, Antonio Marras jumped up and asked people to clear a path for us. Moreover, he kindly offered assistance if we wished to explore the basement area, where he showed his ceramics and a marvellous marine set-up for the restaurant area in collaboration with the Rana family. Also, we met the beautiful Antonella Rana, Global Image and Communication Director of Pastificio Rana.
Antonio Marras’ caring attitude surprised us. Such unconventional behaviour for the fashion industry standards!

The Milano Design Week concluded amidst fusions with fashion and a deluge of greenwashing. Specifically, design wins over fashion for accessibility and courtesy, but sustainability sounds too much like greenwashing. In contrast, let’s shape events where creativity harmonizes with sustainability, inspiring and innovating without compromising our planet.

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Milan Design Week 22: Signs Of A Recovery

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Salone and Fuorisalone: tourists and a vibrant atmosphere return to the city


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 underscoring 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?

What does it really mean to sell sustainability when there are no factual guarantees or clear regulations in place?

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