Milan Design Week has transformed from a focused furniture fair into a globally recognized design event, prompting reflection on its core purpose and future trajectory. The 2024 iteration highlighted a growing tension between extravagant presentations and more intimate, impactful design experiences.

From Furniture Fair to Global Spectacle

What began in 1961 as a modest furniture fair at Milan’s Campionaria Fairgrounds has evolved into a sprawling, city-wide celebration of design. Today, the event attracts brands from diverse sectors including automotive, fashion, beauty, and technology. Held in late April, this year’s event drew thousands and sparked debate about the event’s definition and original intent.

The Rise of Intimate Design Experiences

Amidst the larger displays, some of the most compelling moments occurred in smaller, more considered settings, revealing a divide between extravagance and subtlety. A key trend was the popularity of “apartment shows,” offering visitors access to design within realistic, domestic environments.

Antoine Billore's Curated Home

French antique dealer Antoine Billore debuted a presentation in collaboration with L’Artisan Parfumeur, staging a curated collection of antiques and his own marquetry pieces within a cozy Milan apartment. Billore emphasized the importance of context and emotion, stating, “I always feel better when I visit a show and it feels like a home. Some people prefer a white cube gallery space, but for me, I need context and emotions.”

Issey Miyake's Focus on Process

Fashion brand Issey Miyake distinguished itself by prioritizing process and problem-solving over aesthetics. Collaborating with Ensamble Studio, the brand explored repurposing wastepaper from its production into functional objects like seating and lighting. Artistic director Satoshi Kondo explained the project aimed to transform the Paper Log—a byproduct of their pleated garments—into something valuable, rather than discarding it as waste.

Alcova: A Destination in Itself

Alcova, a highlight since its 2018 debut, once again transformed overlooked architecture into a key destination. This year’s event spanned a former 1930s military hospital and a 1938 Franco Albini-designed residence. The combination of historical spaces and contemporary design created a unique atmosphere, featuring installations like Jane Wright’s lace work in a nunnery dormitory and Worn Studio’s cutlery in Albini’s Villa Pestarini kitchen.

Range Rover and the Value of Craftsmanship

Range Rover took a more thoughtful approach than many automotive brands, partnering with Studio Storey, filmmaker Felipe Sanguinetti, and Scottish gallery Bard to showcase its bespoke team, Studio 5. Commissioned illustrations by artists like Hvass & Hannibal and Petra Börner were transformed into intricate embroideries for bespoke car interiors, demonstrating how craftsmanship can add emotional resonance to engineered spaces.

La Casa Magica: A Meditation on Wellbeing

Curator Valentina Ciuffi’s “La Casa Magica” explored the connection between domestic spaces and our psychological well-being. The exhibition featured furniture, lighting, textiles, and sculptural objects from various cultures, each serving both a functional and symbolic purpose. Ciuffi argued that functionalism and minimalism have stripped homes of meaningful elements, highlighting the need for symbolism and shared rituals.

As Milan Design Week continues to evolve, the balance between spectacle and substance remains a central question. Whether it will prioritize thoughtful design or succumb to commercial pressures remains to be seen.