Like the thousand lights and shadows of the Vietnamese city of Saigon, the traditional craftsmanship of the country is combined with the most modern production tools of contemporary design and becomes the focus of a multi-layered exhibition.

Deep Breathing Lounge is the relax area that Japan Tobacco has created for guests at the Superdesign Show. Here, visitors can embrace Breathing Cushion ‘fufuly’, an integrated cushion with deep breathing technology. The device expands and contracts, inhaling and exhaling and, when you hold it in your arms, you feel in tune with its slow and steady breathing. Breath synchronization with ‘fufuly’ has been proven to instill calmness and serenity, help you sleep better and, if done at work, improve mental performance. So: inhale, exhale, inhale, exhale…

In 2024 Superdesign Show and ICFF + Wanted will be laying the basis for a cross-promotion that aims to create a bridge between the two events: between Milan and New York. The goal? The mutual enhancement of the two projects pursues the same purpose: the promotion and development of the best proposals of contemporary design and project culture. How? A pathway in two stages this year: the first at the Superdesign Show in Milan, through a talk entitled The role of education for the future of design; and the second in May, on the occasion of the international design kermesse in New York. The word is to the Universities - naturally - with the aim of investigating the role of academic education in the training of the new generation of worldwide designers. It starts in Milan, with an international panel featuring Sergio Nava, Director of Education at IstitutoMarangoni Milano • The School of Design, Caterina Rivadossi Professor of “Managing Furniture Design Company” @ SDA Bocconi School of Management - Mafed (master in Fashion, Experience and Design), Niklas Jacob, Professor of Industrial Design, Savannah College of Art and Design, USA, and Victor Strandgren, Programme Manager Product Development with Furniture Design at the Swedish Jönköping University. In the meantime, the partnership development for 2025 is already underway!

The soul does not grow by addition, but by subtraction. This is how the Chinese brand is approaching this edition of Milan Design Week, and in general, the search for human beings through furniture.

Certainly one of the most visited events during the past two editions, FORUM8 is back for the third straight year with a project that is promising new great popularity.

Is there really only a single black? By using traditional Japanese weaving methods combined with the most modern research techniques, the Japanese company Kawashima Selkon Textiles has created aa black that contains 100 shades of black.

Solving social and environmental challenges means thinking differently, thinking ahead, and should be a priority for companies globally. This is the case for the Japanese company DG TAKANO, which is tackling the problem of domestic water waste with its meliordesign brand products.

Primary school students, university students and architecture majors, each of the three categories exposes architectural models and visions of domestic environments. What did we inherit from the future when it became the past? And what from the present will we bring into the future?

It is a time to reflect on the signs of the times, how we were and what we will be, how we live and where we are going. I think about it all year round, trying to activate my radar and pick up the vibrations. The idea. It takes “the idea” to set in motion the whole creative mechanism that precedes the birth of the Superdesign Show at Superstudio, where nothing happens by chance. The choice of imagining a Temporary Museum was a good one many years ago to begin to change course from the standardized presentations, and then the indications widened: Only The Best, Roots, Time to Colour, Looking Ahead, Inspiration Innovation Imagination, are some of the themes - always appreciated - that year after year have led us to the current Thinking Different. In its name, Superdesign Show, suggests a look towards a design that has gone beyond schemes, customs, conformism, hierarchies, categories, technologies, even dematerialising itself in many cases. The ‘themes of the year’ each time indicated a trend, either just becoming evident or still underground. They suggested a way to stage projects and objects.
Today, at the crossroads between the analogue age and the virtual future, where algorithms and blockchain will direct traffic, the ‘themes of the year’ are the ones that will be the most important and prepare a metaworld made to measure for digitarians, Superstudio adapts and in the great showcase of the Superdesign Show invites participants to Thinking Different. Accepting the challenge that is taking us into a promising or perhaps dangerous tomorrow, but one with which we will still have to interact. Thinking Different! is the imperative proposed and appreciated by exhibitors, planners, designers, artists and technicians who have translated it into projects and visions. You will find avatars answering you, art, fashion and design living in the metaverse, marvelous marble made of pixels, furniture that takes on colour through the viewer, unreal holograms juxtaposed with tangible objects, robots that make chairs before your eyes, reinvented and unimaginable materials, craftsmanship enhanced by augmented reality, utopian projects that anticipate the future. Artificial Intelligence has the task of helping us in our transit towards a new world with memory and secrets stored in the cloud and blockchain.

A hologram moving next to a real sculpture in the art.box, Superstudio’s window on Via Tortona. A surface showroom furnished with white, minimalist pieces that are virtually coloured in their preferred tone with VR in Daylight. A human-like avatar that answers all your questions in Central Point. A screen-touch on the path leads you to discover today’s fashion, furniture by SLIDE, sculptures by Lucchini. A moving video wall from the entrance anticipates the novelties on display in the rooms. SuperDigital Virtual Points are a wide spread project curated by Superstudio.