Forget the catwalk. Diesel detonates the opening of Milano Fashion Week at the Superstudio Maxi and turns it into a riotous carnival. A merry-go-round, a playground, a flex market crammed with toys, plush animals, figurines and bric-à-brac in every conceivable colour and shape. In the middle: models and clothes. All around: music, adrenaline and thunderous applause for the powerhouse pairing of Renzo Rosso and Glenn Martens.

Is it a supersized playground for grown-up children, or the chaotic after-party of a night that went too far? It’s impossible to say. It’s messy. And that’s precisely why it works.

The major celebration of sport and entertainment at the Milan Cortina Olympics and in other mountain locations across Lombardy has come to an end in the best possible way. Everyone is happy — especially the Dutch team, with its impressive medal haul. And of course Superstudio, which hosted them with parties and interactive experiences in the magnificent CASA OLANDA on Via Tortona.

The Milano Cortina 2026 Olympics have come to an end with a grand finale. And just like that, Casa Olanda — hosted at Superstudio Più — has concluded, and we already miss it. 

From 26 February to 1 March, WHITE returns to the spaces of Superstudio Più. The format of the most renowned contemporary fashion fair—hosted in our venue for twenty-five years—remains true to itself, while its international outlook expands and renews, turning its focus toward the East. Highly anticipated and strategically significant is the presence of cutting-edge brands from Saudi Arabia and Qatar, Korea and Japan, with the goal of acting as a bridge and driving force for Made in Italy. As always, this is an unmissable event—essential for buyers, indispensable for trend-setters and talent scouts.
WHITE - 25 February-1 March
Superstudio Più, Via Tortona 27, Milan
www.whiteshow.com

With the Sanremo Festival on the horizon, nhow Milan is gearing up to transform into a design-savvy living room, ready to welcome fans, curious onlookers, and night owls alike to experience the event together, much like you would at a friend’s place, only in a far more pop-infused setting. This marks the latest metamorphosis for the hotel, a neighbour of Superstudio, which, born in the former General Electric headquarters, has evolved into an unconventional model of hospitality, a space where art, design, and entertainment converge, and a go-to outpost during the Milan Design Week.

You never quite know what’s coming next. A fashion show? An art exhibition? A party? Or maybe a corporate event that somehow ends with a DJ set? At nhow Milan, almost anything can happen.

Work is in progress in Milan’s Tortona district, where the city’s first professional hub is steadily taking shape. Two years ago Giorgio Armani acquired part of the former Deloitte complex - the consultancy giant having since relocated to another area of the city - and began transforming it into a campus open to all, where work becomes something altogether more special. Three surface buildings remain available, awaiting innovative, visionary buyers capable of integrating into the project and helping to create a multitasking urban space, open to ideas, expertise, services, opportunities and sociability, continuing the urban revolution long driven by Superstudio Più and Armani himself.

A handful of narrow, tightly clustered streets, lined with a dense sequence of buildings marked by an equally dense succession of street numbers.

Released in February for “Arte e Moda” is the latest publication by Flavio Lucchini (following Cahier, Dress Art, From Fashion to Art: the Vogue lesson, and Il Destino). Founder of Superstudio Group and full-time artist, today at 97 years old, Lucchini wished to publish an essential book-catalogue of his works, personally chosen from the hundreds in the archive as a symbol of his immense work. The dress as an urban totem, narrated through images and words. Arte e Moda. Edizione Superstudio.
Cultura adesso. Un’economia contemporanea (Culture Now. A Contemporary Economy) by Franco Broccardi has arrived in bookstores. Broccardi is Superstudio’s accountant, an expert in cultural economics and art management with the mind of a writer and the heart of a poet. An interesting, all-encompassing analysis, free of preconceptions, on how important art and culture are in contemporary society and how they must be valued to generate a positive economy and a generalized, salvific interest. Cultura adesso. Nomos Edizioni, nomosedizioni.it

The “renaissance” of the immensely wealthy and ambitious states of the Middle East continues to astonish with bold political, architectural, artistic, and technological initiatives that are reshaping the global geography of cultural destinations. The arrival in Qatar, during the first week of February, of the prestigious Art Basel fair — which has expanded from Basel to Miami, Hong Kong, Paris, and now Doha — is the latest sign of its unstoppable development.

Landing at Doha airport and encountering Urs Fischer’s gigantic yellow bear, one gisimmediately senses that Qatar is a country that assigns great importance to art.

In Milan’s creative district, within the iconic spaces of Superstudio, orange is no longer just a color: it is a contagious energy. It is the soul of Casa Olanda, one of the most impressive Olympic team houses, now transformed into a media and emotional bridge between Italy and the Netherlands.

Managing Casa Olanda means coordinating an operational machine in which technical production, partners, and communication must move in perfect sync. The strategy is built on real-time connection: thanks to an unprecedented partnership with the three major Dutch national networks, every celebration is broadcast live on the main news channels, while Eurosport journalists convey the Milanese atmosphere to an international audience.

Even hotels in Milan’s Tortona Design District like to break the rules. Magna Pars L’Hotel à Parfum, a five-star address on via Forcella, directly opposite Superstudio 13, is proof. Yes, it’s a hotel, but not only. It’s also an olfactory laboratory, a dispersed art gallery, a multifunctional hub, a conference centre, an events venue and a library. And these days it’s making headlines for another reason too: the creation of a bespoke “mountain scent”, designed specifically for the Milan Cortina Olympics.

A nose for fragrance, an eye for design. Two natural gifts and two hallmarks of the Martone family that, combined with entrepreneurial instinct and a true vocation for hospitality, led to the invention of Magna Pars L’Hotel à Parfum in 2013.

In Milan’s “citadel of fashion and image,” Superstudio 13, which for over forty years has served the world of fashion, Audi chose an original way to unveil the new Audi Q3 Sportback, transforming the space into an experiential garage where design, technology and sustainability came together in an immersive narrative. Instead of top models and celebrities, the stars on the runway were—this time—the iconic models of the automotive brand itself. A true moving “fashion show” took shape, featuring the A3 allstreet, A6 e-tron, Q6 e-tron and Q5, enhanced by live dance performances and a DJ set. The experience was further enriched by the contribution of Luca Talotta, journalist and lecturer specialising in automotive and sustainability, who offered reflections on the future of mobility and responsible innovation. Dynamic yet cultural in spirit, the event highlighted the flexibility of Superstudio 13 as an ideal venue for high-impact creative and technology-driven formats, echoing Audi’s message: the future takes shape, together.