Tortona Rocks turns ten at Fuorisalone

Over the course of ten years, Tortona Rocks has significantly contributed to the development of the Fuorisalone of Milan Design Week. By narrating the various transformations in the industry and exploring alternatives, combining creativity and technological innovation, Tortona Rocks has passionately celebrated contemporary design. This year, it will return to Fuorisalone with a special edition dedicated to the ten-year anniversary of the Via Tortona project. Titled Unframed Design, the event will focus on themes such as authenticity, research, pop culture, art, Made in Italy, entertainment, and international culture—elements that have colored the various editions of Tortona Rocks over the years. Among the most anticipated projects is the collaboration with IQOS and Seletti, bringing the monumental installation Curious X: Sensorium Piazza to Opificio 31. This interactive artwork will reinterpret the concept of the Italian piazza by blending art, technology, and design, inviting the public to engage with the project. Digital surfaces and sound passages will transform the space into a living archive where each passerby can leave their mark, merging poetry, technological innovation, and artistic expression.

Beyond the presence of IQOS, numerous creatives and brands have chosen to collaborate with Tortona Rocks for Unframed Design. Among them is the fashion house Saint Laurent, which, together with creative director Anthony Vaccarello, will curate an exhibition dedicated to the renowned designer Charlotte Perriand. Fashion and design will merge in a unique synergy, unveiling never-before-seen prototypes of the artist to the public. Archiproducts Milano will present À.RIA. A medium for connection, a multisensory installation created in collaboration with Studiopepe, using light and matter to explore the invisible connections between space and people. More than fifty international brands will participate in the installation, exploring the potential of design as a tool for discovering new points of connection.

In this new edition of Tortona Rocks, the project will also welcome back IKEA, which will present two projects for Fuorisalone at Via Vigevano 18. The exhibition Do something. Change everything., curated by Midori Hasuike and Emerzon, will highlight the importance of design in everyday life, while a new collection will add another chapter to the story of Democratic Design, in which the Swedish brand actively participates. IKEA will bring to life a series of interactive installations, talks, and performances throughout the week, engaging the public and experimenting with new projects. Also present at Tortona Rocks 2025 will be nss, a media partner that will set up nss edicola in Via Tortona. This mobile newsstand will celebrate Italian excellence and Made in Italy through special collaborations, offering a new meeting point for the nss and Tortona Rocks communities. In short, the new edition of Tortona Rocks promises an endless array of exhibitions, installations, and events for Fuorisalone: with a free and innovative approach, the Tortona district project reaffirms itself as a cultural epicenter for experimentation in the contemporary design landscape.