Milan Design Week may be over, but for its key players, projects are just beginning. This is the case for DDDesign, the circuit connected to the Durini district – the heart of Milan and its design culture – which brings together leading companies in the sector, generating opportunities for dialogue, networking, and education, while enhancing both businesses and the local area.
DDDesign played a prominent role during the recently concluded design week, with a wide-ranging program of initiatives, collaborations, content, and networking opportunities developed around the theme Design Hospitality – Milan Style.
From urban installations to the “A Coffee With…” talk series, and the distribution of NOT Design Magazine in over one thousand hotel rooms across the district, reaching more than 20,000 guests: this edition generated the visibility and networking that lie at the core of the circuit’s mission.
The physical centerpiece of DDDesign’s program was the thematic installation in Largo Augusto, created through a collaboration between DDDesign, Tivoli President Milano Hotel, and Tribù. Within this lounge, the schedule of talks titled “A Coffee With…” took place, conceived as a series of moments for dialogue and exchange with leading figures in design culture. Among the participants were Istituto Marangoni, with its new project dedicated to hospitality, architect Cinzia Pagni, newly elected President of ADI Lombardia, and Sergio Costa, founder of the first ethical design association established over fifty years ago.
Installations then extended throughout the district, acting as visual hubs for meeting and design. In collaboration with PolyPiù, a system of illuminated polycarbonate towers was created, reinforcing the district’s urban identity while setting a visual rhythm in the public space. Piazza San Babila hosted Beacon, the monumental light installation by renowned British designer Lee Broom, created in collaboration with BROKIS: a large urban chandelier, a monumental structure that dissolves the boundaries between lighting object, architectural construction, and sculpture.
Meanwhile, between Piazza San Babila and Largo Arturo Toscanini, Ottagono Green Architecture – an innovative platform by Dal Pozzo Group – together with AMDL CIRCLE, presented Metalmorphosis: a system conceived to generate a void open to infinite possibilities, where natural materials, light, nature, technologies, and design choices can coexist.
This journey will ideally continue in the coming months through new projects and shared experiences, once again placing the district, its stakeholders, and its protagonists at the center.
