Even though Maarten Baas is not previewing any design, his exhibition was considered as one of the must-sees of this year's Milan Design Week even before the week took off. He's known for blurring the boundaries between art and design, and through the years he has always known how to surprise his audience. With I Think Therefore I was Baas takes it up a notch. Maarten Baas is launching the world premiere of his video installation I Think Therefore I Was, located at Venture Centrale. The installation consists of hundreds of monitors, showing thousands of fragments in which only the words "I think" are cut from random YouTube videos. It results in a great cacophony of only the words "I think", spoken by a variety of celebrities and random individuals.

Maarten Baas: "Having an opinion is one's claim to existence. By placing the installation in reference to a catwalk set-up, the first impression is rather intimidating. The screens are like an audience, proclaiming opinions about you, as a visitor. Yet the other way around, it shows a colourful variety of people who have thoughts, and therefore they are individuals. Hence, the title of the exhibition is a variation on Descartes' famous quote "I think Therefore I am".

Like in previous years, Baas expands his PR campaign, as part of his exhibition. Baas personally hands out limited edition tote bags at the Ventura Centrale venue, with pre-printed opinions: "I think it was good", "I think it was not my cup of tea", "I think it was profound, relevant and ground-breaking" and more of them alike. During Milan Design Week, more and more people will wander the city, proudly showing off their desired bag.