> posted by   on June 25th 2015

MILAN 2015: I am tired of DESIGN

This year I visited the Milan Design Festival for the 15th time. I will be very honest with you – I am tired of Milan. This is NOT about DESIGN anymore but about the SHOW-OFF of big multinationals expressing their design awareness. I am tired of being attracted by fancy invitations for VIP party openings (20 for each night!!!) where you can talk to the same people drinking the same Prosecco (very often very cheap). I am tired of rude marketing managers, annoying PR agents and registrations for the lesser journalists. It is not like it used to be 15 years ago. I remember the first edition of Zona Tortona. It was a real and honest joy to be there, to see so many young and talented designers talking about their ideas to change the world. This year I came to Milan on Sunday and left on Sunday – 7 days of intensive “design”. During these 7 days I managed to visit the Saloni del Mobile, Tortona Design Week, Ventura Lambrate, Brera Design District, La Triennale di Milano, San Gregorio Docet, 5VIE, Designjunction EDIT and many small/big separate events during the day, evening and night. I miss the joy of the Design Festival from 10 years ago! When design was design and where big food, car and computer electronics brands had not yet discovered what today they call DESIGN. Here some dolce far niente from Milan. DSCF7144 DSCF7143 Above: queue for GROM ice cream DSCF7212 DSCF7211 Above: traveling by old tram DSCF7155 DSCF7153 DSCF7445 DSCF7220 DSCF7221 DSCF7223 DSCF7224 DSCF7443 Above: enjoying the centro historico | the old city of Brera


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