YESMILANO presents the new Milan Home of Design 2024 campaign

The Milan Design Week is preparing to shine again in the city from April 15th to 21st with a calendar full of surprises. The new edition includes over 1300 appointments, including events, presentations, and artistic itineraries to explore the new proposals in the world of design. During the inauguration of the Milan Home of Design campaign, the councilor for Labor and Economic Development, Alessia Cappello, presented the schedule of the upcoming event at Palazzo Giureconsulti. The increase in initiatives selected by the Municipality for the Design Week, this year a remarkable 182 spread even in less central neighborhoods of the city, confirms the success of the event and the very high expectations it will have to meet. At the heart of the new project are inclusivity and dialogue with the territory, themes that accompany the participation of young designers, sustainability, and accessibility that have always made Design Week an event for cultural innovation. Like every year, the city will be ready to welcome guests from every corner of the world for an immersive experience that combines design, culture, and hospitality.

The Milan Home of Design campaign has been created to convey a sense of belonging to the guests who will participate in the Design Week in the coming days. Five photographic shots depict 45 iconic figures of Milan, including designers, architects, and chefs, to immerse the visitor in a story full of unique personalities. The portraits are signed by the photographer Valerio Nico, who captured scenes of daily life in symbolic contexts of the city of Milan. In "This is where I work", on the roof of a parking lot overlooking Torre Velasca, we find Beppe Sala, Milovan Farronato, the founders of Fosbury Architecture and (AB)NORMAL as a troupe; in “This is where I eat”, Yoji Tokuyoshi, Alberto Biagetti, Sara Baldassari, Alessandro Bava, the collective 2050.plus, Cino Zucchi, and Sara Ricciardi share their lunch break on the steps of the Monument to Sandro Pertini; in “This is where I think”, at the Teatro Continuo Burri, we glimpse the creative duo of Older, Joseph Grima, Nina Bassoli, NM3, and Luca Cipelletti engaged in yoga practice; in “This is where I improvise“, the Gio Ponti Trifoglio Building provides a backdrop for a team consisting of Sofia Albrigo, Parasite 2.0, Giorgio Valerio, Paola Occhetta, and Fernanda Pinheiro. Finally, "This is where I walk", with Andrea Trimarchi, Valentina Ciuffi, Loris Messina, Simone Rizzo, and Luigi Alberto Cippini depicting the classic Sunday stroll with dogs in the splendid Bocconi Park.

The guide to Milan Design Week events is available on the YES MILANO website.