In the last edition of Milan Design Week, we maintained our tradition of closely observing the movements of the design and high-end brands present at the event. This time, we have a fresh look from Arianna Schreiber, Head of Marketing at Volvo Penta, and Isamara Cruciol, Events Coordinator at Pátio Batel.
With curious minds and active profiles, the guests highlighted the most striking points of the event, bringing insights that can be applied in their daily lives. Enjoy the new perspectives from this interview accompanied by a good cup of coffee.
How would you describe the general atmosphere of Milan Design Week this year?
Arianna: It's incredible to witness the contrast between the historic city and the contemporary wave that invades the streets, parks and buildings with art and technology. Even on an unpretentious walk from one installation to another, you will come across something unusual. It's very inspiring. Isamara: For me, it was beautiful to see how everything that is more contemporary needs and must respect what already exists there. Palaces, apartments, gardens and various types of centuries-old facilities that remain untouched and yet have been completely transformed by current architects and designers.
What market trends or movements did you identify during the event?
Arianna: It was clear that the most striking installations invested in synesthetic experiences, combining sensory stimuli. Installations that brought sounds, smells, lights and textures to translate different concepts. The Google+ Chrome Sonic "Making Sense of Color" exhibit was a fine example, provoking visitors with the question "What would colors be like if they awaken senses other than sight?"
Image: Google + Chrome Sonic.
Isamara: Two topics that remain in vogue and grow every year are the circular economy and artificial intelligence. The strength of technology brands in the kitchen pavilion, which was the highlight of this year's show, was surprising. Overall, the search for comfort continues, especially in natural fabrics and organic shapes. However, now with a "neotenic" touch, with more voluminous curves, which make the spaces fun and modern and take us back to the playful environment of childhood. Still, sober colors, a mix of textures and the strong presence of wood predominate. Furthermore, glass, metallic surfaces and oriental influence in design also permeated the event.
Image: Lasvit.
Could you share with us any innovation or creative approach that caught your attention?
Arianna: Azimut Yachts, one of the world's leading luxury yacht manufacturers, surprised by bringing its latest launch to a swimming pool complex in the historic center of Milan. Located in the Bagni Misteriosi, the installation took visitors through a journey that highlighted the importance of sustainable innovation. Video mapping, sound immersion, exhibition of the sustainable materials used, ending with the vessel that faced the city's narrow streets to arrive in a stunning environment. He delivered a lot about the concept of the launch and positioning of the brand.
Isamara: What caught my attention were the collaborations between brands, which have been happening for some time. The collab between Kartell and Illy Caffé, with an armchair designed by Philippe Stark, aims to experiment with the expressive capacity of recycling. The movement, which dates back to previous years, brings updates with each edition and covers the Illy Caffe flagship on the famous Via Montenapoleone. Brands such as BMW, Bentley and Bugatti, which promoted their own architecture and design exhibitions, materializing the luxury lifestyle of the male public. And so many renowned fashion brands that year after year make the move to expose their essence in such charming environments.
Image: Kartell.
And what were the lessons learned for high-end brands? Arianna: Milan Design Week deconstructs the inaccessibility of luxury and connects people. You can walk past the Porsche screens, pass through the city center and interact at a newsstand styled by Gucci or enjoy a Veuve Clicquot immersed in a historic garden while admiring a photo exhibition. Luxury brands create micro moments of enchantment to translate their stories and bring the public an instant of contact and experience with these exclusive universes. Isamara: Concern about the future of living, an agenda brought by Prada in its annual symposium called Prada Frames, draws our attention to the luxury that migrates from consumer goods to comfort and conveniences within the home. The social spaces become therapeutic hubs, providing more and more experiences with strong organoleptic stimulation, as Aesop brought to Fuorisalone this year. An example of this are luxury brands bringing bars and cafes to their flagships.
And what can brand leaders learn from this?
Explore contrasts with balance: When planning actions, finding a balance between the brand's tradition and innovation is crucial. Look for ways to integrate the company's vision of the future with its trajectory to date.
Use sensory stimuli strategically: Sensory stimuli are allies of communication. Ask—what senses can contribute to my message? All it takes is a creative break and even a print can be a work of art.
Invest in collaborations that make sense: Partnerships aligned with the brand's essence are a strategy to get out of autopilot. Maintain solid relationships and use collabs to add value to the brand and awaken the public's curiosity.
Create moments of enchantment: Providing experiences is one of the main tools that the brand has to connect emotionally with the public. Use the insights above to oxygenate your next ideas.
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