The corporations have taken over Milan.


dezeen – 14/4/2016

A few years ago the Zona Tortona district became so saturated with naff brand “experiences” that it threatened the entire week’s credibility. Only last year design critic Alice Rawsthorn wrote that Milan was now dominated by “shameless promotional stunts, seemingly unrelated to furniture” that “unintentionally reinforced the popular stereotype of design as a superficial, stylistic tool steeped in consumerism”.

But things have changed and these brands are not here to sell to us any more. They’re here to learn, to experiment, to take risks and engage in dialogue. They’re here because they understand what design is and they are using it in ways that are in many cases more intelligent and daring than the traditional design brands, who seem to have run out of meaningful ideas. They’re here because the audience is the most sophisticated and influential – but also honest and critical – they’ll find anywhere.


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