Milano Design Week

Salone del Mobile and Fuorisalone 2024


Milano Design Week 2024. 5 places you can see only now

In Milan, Design Week means locations: from a garage by Marco Zanuso to Osvaldo Borsani's villa and the public baths at the Cozzi swimming pool, some of them will open only during these seven days.

Locations are as much a protagonist of Fuorisalone as the projects, products and installations they host, and sometimes even more so. For brands, art directors and designers, the challenge is often to find the right balance between the ambience and characteristics of a venue on the one hand, and the presentation of objects on the other, ensuring that the former complements rather than competes with the latter. In its 35-year history, Fuorisalone has not only expanded into an almost limitless array of indoor and outdoor, private and public, ground-level and elevated spaces, but it has also evolved the types of venues chosen for exhibitions, conferences, parties and more.

The age-old palaces of the city center, among the pioneers of this expansive process, continue to take center stage, enveloping the year’s innovations in their ornate and often somewhat fanciful prestige. Convincing installations by Flos at Palazzo Visconti, Grohe at Palazzo Reale, and Loewe at Palazzo Citterio, among others, underscore this trend. But the Fuorisalone of the 2020s has also become adept at recognizing the subtler, less noisy allure of other architectural gems. The twentieth-century cityscape, sometimes outdated and sometimes neglected, is beginning to assert itself as a vital “infrastructure” for the event.

For brands, art directors and designers, the challenge is often to find the right balance between the ambience and characteristics of a venue on the one hand, and the presentation of objects on the other.
Garage. Photo Daniele Ratti

The juxtaposition is apt. Modern Milan increasingly embodies a cool and pop sensibility, a trend celebrated in a steady stream of coffee-table books – a recent and notable example being Nelle case: Milan Interiors 1928-1978 by Orsina Simona Pierini and Enrico Morteo (Hoepli, 2023). At the same time, managers of spaces that are often abandoned or awaiting new uses – especially former industrial structures and social architectural relics of the last century, such as cinemas and swimming pools – see Fuorisalone as a valuable opportunity for revenue and visibility. It’s hoped that the success of such events can be translated into permanent projects for restoration and reopening in the medium to long term.

Domus has curated a list of 5 venues for Fuorisalone 2024: some are making their debut this year, while all of them capture the essence of the “new centralization” of Milan’s, and perhaps the world’s, most exciting and important design week.

Opening image: Cinema Casoretto. Photo Daniele Ratti

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