Using the theorem coined by Cosmit that “design is a state and Milan is its capital” as a point of departure, the whole city is engaged in Milan Design Week, with its ever-growing venues. The fuorisalone was born out of the necessity for certain major brands to be the focus of attention in dedicated spaces. Photography studios and ex-industrial lofts become showrooms and venues for parties and other events that depart from the cannons of the austere trade show environs. These spaces are gathering points for exhibitors and brands that go beyond furnitureper se, finding a milieu that allows them to shine. At issue are no longer lamps, chairs or wardrobes, but rather Design itself. This is celebrated by some through entrusting the organization and the spaces to artistic directors who create one-of-a-kind experiences around everyday objects.

Milan slowly fills to bursting with color and vitality; its austere, urban structure, the basis for an economy, welcomes designers and products from the world over. Over the years, Milan and Design have developed a unique symbiosis. Everything is flooded and permeated in a constructive babel – from the cloisters of the State University, symbol of ancient culture, to aeronautical and industrial workshops which still smell of lathes – the city is a place where research, innovation and industry display their true identity. An uninterrupted, week-long tour, from Zona Tortona, the first to structure itself as a design district, to the Brera Design District, and Ventura Lambrate. The latest developments include Ventura Centrale and via Durini, which boasts the high-end showrooms of prestigious brands. Then there is 5VIE noted for its contamination between art, fashion and design, as well as the new Isola neighborhood project, sponsored by the City of Milan, to promote the area through the participation of emerging talent. Porta Venezia is distinguished by unconventional design, which weds past and present, while Sant’Ambrogio is a focal area for green issues, makers and street food. The MonteNapoleone District represents excellence, as does San Gregorio Docet, which proclaims itself a hub for the elite, or Sarpi Bridge, which unites different cultures…the city is ready welcome all, because: “Milan l’è on gran Milan”.

Jewel Milan by Giulia Savino