HOMMÉS Studio's journey through design and digital realms 'ECHOES' across MDW

At Milan Design Week 2025, Portuguese brand HOMMÉS Studio's presence was not curbed by a single space. Rather, it inflated emotionally, virtually and conceptually, to exist limitlessly in the now-concluded design fair. ECHOES, an innovative intersection of design, technology, space and time, transformed Milan into an expansive gallery space where visitors interacted with the concept. The brand offered visitors an encounter with a digital model of their city as they embarked on an immersive experience through different spaces where design transcended physical boundaries.

"We believe that everyone, in every part of the world, can be part of Milan Design Week. We are returning to where we started, thinking about virtual spaces, augmented realities and AI merging with design," says Micael Carvalho, creative director of HOMMÉS Studio.

The journey began in the city's heart from the iconic Duomo. The brand guided visitors to seven urban squares where virtual installations enriched the design and spatial experience. Together, architecture, interiors and art fuelled the multisensory exploration, aiming to subvert traditional exhibition formats. In a dialogue between the real and the virtual, the immersive installation staged a vision of the future where design escapes the constraints of physicality and 'echoes' through sound, space and memory. "The future of events is no longer confined to matter or physical spaces. It is fluid, responsive and limitless. The digital does not replace but amplifies, like ECHOES," explains Carvalho.

At the design festival which ran from April 7 - 13, 2025, HOMMÉS Studio's new collection of sculptural furniture and lighting design, Brutonova, took the stage. The pieces draw inspiration from the raw strength of Brutalism and the soft forms of mid-century modern design—attaining equilibrium between boldness and refinement. From elegantly designed sofas, armchairs, chair designs and benches, to an assortment of centre, dining and console tables, the products' striking silhouettes embody function. The furniture designs are complemented by the lighting collection, ranging from table lamps, floor lamps and suspension lights. Brutonova revealed a vision of home that design not only inhabits but also becomes the expression of.

Alongside TAPIS Studio, a creative offshoot of HOMMÉS, unveiled its latest collection, Primitive. Exuding its original emotive artistic expression, the product designs are donned in a colour palette of deep black and neutrals. The collection channels the energy of ancient symbols and primal forms in its abstract motifs. Each rug design is adorned with raw textures and asymmetrical compositions, drawing from sacred markings and mysterious languages of lost civilisations. Primitive envisions rugs as modern relics of emotion, freedom and the human spirit’s unfiltered voice.

At the week-long design event, HOMMÉS Studio reimagined how audiences experience design, moving beyond static displays to create a journey that merged innovation with imagination. By activating both digital and physical realms, the brand offered a dynamic encounter that challenged traditional formats. From striking furniture and lighting to expressive textile art, their showcase embodied a bold, forward-thinking approach that invites global participation and reflects the evolving nature of creative expression.

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.