Milano Design District unveils its new identity and theme of Urban Metamorphosis

Milan Design Week 2023 embodies the evolution that it platforms, stepping into new spaces and morphing into newer versions of itself with each edition. The design festival’s propensity to transform is reflected in the host city’s design districts—Durini is no different. In the latest iteration of Milan Design Week, Milano Durini Design expands into Milano Design District, a new in-house concept by the MDD Association. The Milano Design District, encompassing 41 partners of Milano Durini Design, brings together the city centre's flagship design stores in a synergic shared project. Unveiling a new brand identity for the design event, the design district hosts initiatives in over 30,000 square metres of display space and projects a shared theme of Urban Metamorphosis. “Design stems from innovative ideas, often connected with exceptional moments of interaction and social change, along a path of metamorphosis that is also dictated by external impulses that bring novelty, variety and quality,” says Massimo Salamone, President of Milano Design District. “This has led to the innovative project of ‘giving form to ideas’, in a process of positive metamorphosis aimed at sustainable regeneration, which the member companies of Milano Design District are forcefully implementing,” he adds.

Milano Design District has contrived the evolution of the Milano Durini District catering to the partners’ desire to be associated with a representative reality as opposed to a single category. Founded in 2016, the association’s initial coterie of member companies—B&B Italia, Cassina, Interni, Meritalia, Luxury Living, Porro and Technogym—aspired to add value to the city of Milan as the international design capital. The small nucleus has multiplied vigorously over the course of time, reaching 50 members by the end of the year with locations on various strategic thoroughfares of the city centre. While the core of the district continues to be the quad around Via Durini, with the neighbouring streets containing 24 of the district’s associated showrooms, today the Milano Design District also encapsulates some of the most seminal spaces in the centre of Milan, extending towards Piazza Fontana, Corso Monforte and Foro Buonaparte.

The new brand identity, a more contemporary approach, conforms to the burgeoning evolution while holding on to the links with the tradition of the association. The new logo designed by the students Carvalho-Colid-Filder of the Istituto Superiore ISIA in URBINO was selected as the winner of the graphic design competition ‘A LOGO FOR MDD.’ The association works with the municipal administration through a collaboration among the leading companies in the furniture design sector, now developing an elaborate program for the enhancement of the streets of design. This entails amendment in the urban fabric, including the introduction of pedestrian zones to ensure accessibility and make the presence of green spaces more significant—subsequently offering a more enjoyable experience to visitors.

A plethora of showrooms open their doors to the global audience from April 18 to 23, 2023, showcasing their unseen creations and initiatives. The Antolini MilanoDuomo Stoneroom hosts a dialogue between the non-conformist dynamism of street art and the eternity of natural stones in their installation titled I WANT IT WOW. An unprecedented setting conceived by Piero Lissoni awaits the guests in the B&B Italia Design Studio, teeming with new indoor and outdoor proposals by the brand. Barovier&Toso unveils a new collection of lamp designs in Venetian crystal and Italian brand Poltrona Frau debuts its DUO collection. Pioneering furniture and lighting design brands such as Cosentino, De Padova, Molteni&C, Porro and Slamp also exhibit alluring novelties in their respective showrooms.

Spring, the period when the design week unfolds, is the time of rebirth and blossoming in a natural metamorphosis that arrives each year with the alternation of the seasons. Alluding to these metaphorical ties, Milano Design District is set up as a widespread urban garden with vibrant springtime hues. While the companies of Milano Design District will present their new collections of product designs in compelling settings, the days are enlivened by special installations, events and discourses involving preeminent names of the design community.

STIR’s coverage of Milan Design Week 2023 showcases the best exhibitions, studios, designers, installations, brands, and special projects to look out for. Explore Euroluce 2023 and all the design districts—5Vie Art and Design, Brera Design District, Fuorisalone, Isola Design District, Tortona District, and Milano Design District—with us.