Milan Design Week 2025 — When design becomes experience, concept and inspiration
- AB Comunicação
- May 12
- 3 min read
Immersion report behind the scenes at Salone del Mobile + FuoriSalone
Going to Milan with the mission of “seeing new furniture launches” seems simple; experiencing the city with design on every corner is another story. Even before landing, we were sure that the Salone del Mobile would be the highlight of the trip. But it only took us a few steps through the Brera Design District to realize that the real spectacle was on the streets: the FuoriSalone — this constellation of independent exhibitions where brands, artists and designers test limits, provoke senses and redefine the future.
FuoriSalone: design that provokes and excites
Exhibition | Why was it unforgettable? |
A Library of Light | More than a thousand books arranged in an arch, illuminated by LEDs that, seen from above, formed a sundial. Pure poetry: light as time, books as knowledge. A line that went around the block. |
Loro Piana Apartment | A film set in the form of a residence. Each room was a frame, guided by stage lighting that controlled the pace of the visit. Design as narrative. |
Alcove | Industrial space away from the center, dedicated to the experimental. Object, performance and manifesto mixed to question processes, materials and the future of furniture. |
“Cashew Rain” – Univ. of Milan | Brazilian installation that transformed cashew products into pigments, textures and scents. Proof that Brazilian bioinspiration has a permanent place on the global scene. |
Insight AB Immersive experiences > standalone products. Brands that combine art, sensory activation and storytelling naturally go viral — and provide valuable raw material for highly engaging reels.
Salone del Mobile: freshness and Brazilianness on the rise
SaloneSatellite — The student wing was a breath of fresh air. Playful prototypes, circular solutions and a lot of “no-fear-of-failure” design: perfect for identifying emerging trends (and new talent for collabs).
Brazil Stand (Abimóvel + Apex) — From tropical minimal to sustainable high-tech, national brands have proven that they have mastered the integration between industry and cultural identity. The result: a constant flow of international journalists — gold for public relations.
Insight AB Behind-the-scenes content — from the student’s pitch to the close-up of the finished piece — generates proximity and authority. Stories in “making of” format + carousel with material details = combo that converts followers into qualified leads.
What architects and brands can learn from this edition
Design as a total experience Visiting a stage-apartment or walking through a sensory installation creates memories that no static post can achieve. Translate this into designs: think about paths, smells, sounds and interactions, not just forms.
Bio-materials & circularity are no longer a niche Proposals that reuse waste or use natural compounds now share the spotlight with luxury launches. Including eco-conscious solutions in the portfolio is no longer a differential; it is a requirement.
Interdisciplinary collaborations Fashion, gastronomy, tech: the boundaries have been blurred. The more hybrid the creative team, the more relevant the result — and the more authentic stories to share on social media.
How AB Comunicação enhances its presence at design weeks
Real-time agenda planning : daily content scripts focused on audience FOMO.
Discreet and spontaneous capture : a lean team that records without interfering, preserving naturalness.
Express editing : reels ready in 24 hours, riding the wave of the event as it happens.
Network intelligence : performance reports and insights that serve as a compass for future releases.
Ready to turn your next trade show into a case study?
At AB Comunicação , we convert trends into narratives that strengthen brands, expand networking and generate real business for architecture and design firms. Talk to us and find out how your stand, talk or installation can have a long life in the feeds (and memory) of your target audience.
AB Comunicação — Specialists in social media and network intelligence for architects.
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