Large installations at Milan Design Week are those projects that the public loves because they bring them a little closer to the world of design, which once aspired to be democratic but is ultimately a bit of a niche. Designed with the hope of becoming the most ‘Instagrammed’ of Milan Design Week, they also are those that designers and professionals sometimes hate because they distract attention from their work.
Large installations are usually preferred by big brands to represent corporate values and visions, and are the ones that made Fuorisalone a truly pop event, and enabled the city to show off its best.
Major installations at Milan Design Week are those for which people queue endlessly. They are spaces in which, for a few seconds, we can immerse ourselves and dream of fantastic worlds.