Between Escape Room, Fun House, exhibitions and multidisciplinary meetings.
Every year, Milan turns during the design week into an urban theater where aesthetics, technology and marketing intertwine in a continuous flow of events, openings, cocktails and performances. The 2025 edition is no exception. Since the first few days there have been kilometer queues at the entrance of the most coveted showrooms, and the atmosphere more and more recalls that of a global cultural festival, where the design is only the starting point for a wider and more multifaceted narrative.
In this collective rite made of expectations, selfies and marathons among the districts of design, the gadget has now imposed itself as a symbolic currency, the trophy that certifies the presence, experience, the passage. This year, to conquer the public (and social networks) were objects that merge irony and aesthetic research, starting from the Etro stool, distributed in limited quantities and become an object of desire already in the early hours of the Fuorisalone. From them plain, however, luxury takes on the ephemeral form of a popcorn bag: chic in the packaging, evocative in the fragrance, immediately viral.
This almost playful, at times frenetic dimension, must not make the heart of the event forget: installations, fittings, ideas. And for those who are preparing to live the weekend of Design Week, here is an essential guide to the exhibitions not to be missed, selected among the most surprising, poetic or visionary of the 2025 edition.
