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For several years, international design operators have deemed the Durini Design District as a backbone for the expansive Milan Design Week. Seminal design brands have resorted, time and again, to this area in the heart of Milan to position their flagship stores. For the 2025 edition of the design week running from April 7 – 13, the district evolves with the official launch of DDDESIGN (DDD): a circuit that platforms design and creative excellence in the Durini area and the entire city centre through the rest of the year. DDD affirms its presence as a creative epicentre responding to the ever-changing needs of participating companies and strengthening their Milanese visibility with an inclusive identity relaunched in the global design landscape.
The theme of the DDD Circuit, Materia (Matter/Materials), explores the transformative journey of raw elements, culminating in countless possibilities of reality. Rooted in Aristotle's idea that nothing exists without form to give it meaning and no form exists without matter to support it, Materia underscores the inextricable relationship between matter and form. This union is the very essence of design, where functionality and aesthetic purpose converge to shape products. During Milan Design Week 2025, the theme is brought to life through informative maps, a Lounge/Info point and a series of immersive installations. The event also features collaborations with international districts and partners, further enriching the global dialogue on design and materials.
The DDD team, from this year on, has augmented itself with new members, including experts in marketing, business strategy, event planning, communication, interior design and publishing. The remodelling aims towards strengthening support for the participating brands, ensuring a network that promotes the circuit during the design festival and throughout the year. "DDD aims to be not just a circuit for design companies, but a creativity hub open to designers, architects, stakeholders and qualified professionals, with the objective of creating strategic connections and promoting design expertise on a global scale," reads the official release.
As the district innovates, DDD lays out an annual programme with exclusive initiatives to amplify the presence of participants, partner brands and networking opportunities. These plans begin to unfold with Milan Design Week 2025; as the global creative community gathers in Milan, DDD's programmes will appear in the Durini district and surrounding areas. DDD guides the audience of the Salone del Mobile.Milano through prominent flagship stores and showrooms with a strong and recognisable communicative identity. The design fair also witnesses the launch of the district magazine NOT, a prestigious publication narrating trends and stories of protagonists of the design event.
In addition to the presentations and schemes fuelling the Milan bustle, DDD's strategic calendar is interspersed with three exclusive events during crucial periods of the year aimed at all companies in the city centre. These are buttressed by meetings, concierge services, press tours, workshops and special initiatives in collaboration with institutions and partners.
Beyond Milan Design Week, the Durini Design District, with STIR as a media partner this year, continues to foster innovation and collaboration through several exciting events. Urban Metamorphosis – Diffused Art Gallery, set to take place in June 2025, will offer a journey that merges art and design, converting flagship stores into a travelling exhibition showcasing selected artworks in partnership with international galleries and auction houses. Design meets Real Estate will be exploring the synergies between design and hospitality, creating collaborations between design companies and the real estate sector, and tapping into Milan's role as a key player in urban transformation. Lastly, Bubbles in Design – An exclusive journey between design with fine oenology draws inspiration from Montenapoleone's Vendemmia and pairs excellence in design with eminent wine houses. The exclusive evening, scheduled for October 2025, will bring together architects, designers and luxury brands.
With the latest edition of MDW, Durini takes steps towards reinventing itself and its positioning in Milan around the year. With the launch of the DDDESIGN Circuit and a dynamic calendar of exclusive events, Durini continues to foster connections between designers, architects and global professionals, enhancing Milan's role in the international design and lifestyle scenes.
Keep up with STIR's coverage of Milan Design Week 2025, where we spotlight the most compelling exhibitions, presentations and installations from top studios, designers and brands. Dive into the highlights of Euroluce 2025 and explore all the design districts—Fuorisalone, 5Vie, Brera, Isola, Durini and beyond—alongside the faceted programme of Salone del Mobile.Milano this year.
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