Ahead of Salone and Fuorisalone, the Milanese authorities have begun an advertising campaign across the city, promoting it as the Home of Design.
500 posters and more than 300 digital screens will show the five selected images: Galleria Vittorio Emanuele; the typical Milanese risotto with ossobuco served in the city’s trattorias; the Milan subway handrail; the Bicchierone del Bar Basso (Bar Basso’s big glass) and the Bernocchi chapel.
‘Milano Design Week finally returns in April, building inside and outside the Salone del Mobile a always effervescent and constantly evolving programme rich with events, exhibitions and installations. The offer makes Milano the true “home of design”, combining initiatives coming from the various districts that will animate the city’, says Alessia Cappello, city deputy for employment and economic development with responsibility for fashion and design.
‘It will be again a big celebration for the whole of Milano, and not just for the city centre. Our goal is to increasingly expand and spread the spirit of design throughout the city.’
‘The Salone del Mobile and the Milano Design Week represent a strategic appointment for Milano, which reaffirms its international positioning as an attractive and innovative city, through an economic value chain that is fundamental for the economy of our city and for Made in Italy in general. With the “Milano home of design” city promotion campaign created by Milano&Partners, we intend to enhance the city and its districts, by narrating them through icons of the city’s cultural heritage that have contributed to shape the image of Milano across the world, that of an open and dynamic urban community which is the home to design every day, by pursuing innovation and sustainability, supporting research and promoting creativity and the expression of young talents,’ says Elena Vasco, secretary general of the Milano Monza Brianza Lodi chamber of commerce.
