Twenty-five years of success celebrated alongside all those who, driven by passion, study, or curiosity, choose to explore design trends with us. Countless projects that tell stories, reveal distant cultures, and spark dreams with open eyes. Every year, organizing this event down to the smallest detail excites and inspires me. I’m glad that people have the chance to discover the incredible world of design, but we must ensure that quality remains at the heart of this great project, continuing to give voice to culture and new ideas.

Just a few days after the close of Superdesign Show 2025, in a climate still full of emotion, it's natural to pause and reflect. This was a special edition—the twenty-fifth—and like every important anniversary, it brings with it reflections, questions, hopes. Twenty-five years ago, starting from Superstudio Più on Via Tortona, what has now become the widespread Milano Design Week across the city’s neighborhoods was born. In this time, design has transformed: from an event reserved for architects, designers, buyers, and creatives, it has evolved into a grand, urban, popular, and international celebration. Today it attracts families, students, and curious visitors from all over the world. And it was precisely this transformation that was at the heart of Superdesign Show 2025, which we built around a single word: Happiness. Happiness as a need and as a vision. Happiness as a design challenge and as a response to the difficult times we are living through. We saw this happiness in the 87,000 visitors, in the projects of 70 designers from 10 countries, in the “Happy Objects,” in the poetic installations by Lexus and Geberit, in the sensory journeys and visionary creations. We also felt it in the exhibition “Unforgettable”, curated by Giulio Cappellini and Leonardo Talarico, which brought back to Superstudio the great names of Made in Italy to celebrate our first 25 years. To all of them goes a heartfelt thank you: to the designers, the exhibitors, the press, the technical partners, the international audience, the 50 young people on our team who worked with passion, and the friends who have been with us from the beginning. But this reflection cannot be purely celebratory. During this edition, we also noticed signs that give us pause. As I mentioned in an interview with Corriere della Sera, the Tortona district today risks losing that strong cultural identity which once made it a beacon of design. Too many “off-topic” events, too much food, too much fashion are turning the week into a generic container—something closer to an amusement park for tourists. Perhaps it’s time to rethink, reorganize, and restore content and vision. Success must not lie in numbers alone, but in the quality of ideas, in creative energy, and in the commitment to building a more beautiful, more sustainable, more authentic future. Superdesign Show 2025 was all of this: a moment of joy, certainly, but also of awareness. A signal to be picked up—for those who love design and recognize its cultural, social, and emotional value. We’ll see you again in 2026. With new questions, and with the same drive to change the world—starting from a chair, a light, a space, an idea.

A mosaic of projects capable of giving a taste of what the future design trends will be. From software that fully harnesses AI for the benefit of people; to cutting-edge systems that allow to enjoy nature all year-round; to timeless work of art with historical and cultural value that have marked an era; to reinterpretations of moments of togetherness in a perspective that enhances the joy of being with others.

Superstudio Più celebrates its important 25th anniversary with a selection of emblematic projects, milestone of the history of Italian design, that opened new path of experimentation and crossovers between arts, cultures, materials and shapes. A return to the roots of brands that – from the beginning - have supported the role as cultural catalyst of Superstudio, always capable of forecasting and anticipating the trends and setting the pace. A look at how this adventure began and how it will go on.

Three Japanese companies, each with its own expertise, come together to create an elaborate light installation that invites reflection on the nature of happiness.
Unpredictable, fleeting, unexpected, hidden—happiness is not always easy to define. GPJ Japan, Yutaka, and ONEFABRICA have collaborated to produce immersive installations that offer unique sensory experiences. Invited by Superdesign, this time with a captivating mise-en-scène, they encourage visitors to reflect on how happiness can manifest in surprising ways. George P. Johnson Japan Ltd (GPJ) aims to empower brands to stand out by crafting new kinds of user experiences.
Yutaka, a space creation coordinator, designs environments with a strong focus on spatial communication and atmosphere. ONEFABRICA provides materials such as aluminum, wood, and stone, often enhanced with artistic reproductions. It also contributes the technological expertise needed to bring the project’s structural elements to life.

Ambitious and innovative projects that amaze the visitors and create experiences with a strong emotional impact. The future of design is reimagined and redefined thanks to imposing and visionary installlations that link seamingly far universes in an original way, telling engaging stories and unexpected, poetic connessions. Two big names invite to view technology in a new light, as a “almost-human” tool, at people’s service.

Numerous collectives of artists and designers that are showcased at Superdesign Show this year. Each with their own vision of life and happiness, they present fun, colorful projects, that blend craftmanship with innovation, always standing out for their attention at sustainability and the reuse of materials. Wheter it’s for their cutting-edge research, for the successful mix between Western and Eastern elements or just for the unusual and lively shapes, these projects share the ability to capture attention.

From the very beginning Superstudio Più believes in the social and collective value of art. And so, the various exhibition spaces open their doors to gifted and visionary artists that share their idea of beauty and sensuality, highlight the alienating monotony of cities and transform waste plastic materials into sculptures, turn a motorcycle into a symbol of art and innovation and give shape to literary metaphors. 

The installation aims to show how a living environment can be redefined through spaces that better respond to both the physical and emotional needs of its inhabitants. At the heart of the project is the pursuit of interactivity, where surfaces and furnishings are capable of reacting to external stimuli such as light, sound, and movement. Equally essential is achieving a seamless fusion between the physical and digital worlds, allowing living spaces—fluid and undefined—to combine advanced manufacturing materials with virtual experiences. The goal is to create environments—through technology, smart materials, and design—that adapt, case by case, to support both physical wellbeing and mental clarity.

Three projects, three visions and three concepts, but one common point: wheter it’s marble or lava stone, what is showcased is the peculiarity of an extremely versatile material, regardless the “though” appareance. Being made of stone can take many meanings, and three important names of Made in Italy demonstrate this. 

A vertical installation inspired by the X Table System—the modular table collection designed for Cappellini by Hsiang Han Hsu, a Taiwan-born designer based in Taipei—welcomes visitors at the entrance of the grand Central Point hall, where the Far East exhibitors area unfolds first. X Possibilities is a way to evoke thought and explore the potential of extending nature into industry and art. The stacked modular tables, in various sizes, rest on an injection-molded plastic base inspired by geometric forms found in nature, ensuring both strength and stability.

Let’s start with a reflection. 25 years after the birth, starting from Superstudio Più on Via Tortona, of what is now the Milan Design Week spread across the neighborhoods, what has design become in its transformation from a commercial event reserved for architects, designers, creatives, buyers, sellers, manufacturers, real estate professionals, and other “industry insiders”, to a large pop and popular event that now attracts, in addition to the aforementioned, crowds of enthusiasts, explorers, students, curious individuals, and entire families? In our opinion, Milan Design Week has become not only the most effervescent, most international, most democratic, most sustainability-conscious, and most visionary week of the year, but also the most joyful, intriguing, even playful event, dispensing crumbs of pleasure. Attracting, in addition to furniture, object, and device producers of all sizes in dialogue with AI, it also brings together creatives and brands from outside the sector, from automotive, fashion, food, beauty, and even the works of students and artists... and so on. A broad panorama full of promises, both for the present and for the future. Often directed, without filters, to the consumers who eagerly await it, happy to be part of it. Happiness. Here’s the key word, which encapsulates hope and beauty. In these dark and uncertain times of post-Covid, wars, economic crises, geopolitical changes, and Trump-era tariffs, it’s something we need, at least a little, at least in our homes, in the outdoor spaces we live in, in our daily gestures. Happiness – inherent in products, evident in installations – is the challenge we’ve thrown to those wishing to participate in this edition of the Superdesign Show at Superstudio Più in Via Tortona, a historic venue that once again sets trends or at least reflects desires. Happiness. As our theme of the year. As HAPPINESS, a manifesto identified by the exclusive lettering created by graphic artist Daniele Cima, where each letter is meant as a small work of art. As the common thread of the exhibition path characterized by the bright yellow chosen by art director Giulio Cappellini. As a big thank you to the protagonists of Made in Italy who have been with us over these 25 years and today return to the exhibition of their unforgettable pieces. As the exciting show that makes hearts beat in unison between man and machine, staged once again by Lexus. As the virtual explorations of nature and its dangers through the 4.0 technology of FORUM8. As well-being told by the virtual water experience of Geberit. As the selection of “out of this world” proposals, namely that far-East (China, Japan, Hong Kong, Thailand) so rich in ideas that mix tradition with innovation. As the “Happy Objects” that tell stories of unusual creativity and make us smile. As “The Tree of Life,” a textile sculpture on-site by Carla Tolomeo, previously shown at the Mocenigo Museum during the 2024 Venice Biennale, which anticipates the sensual exhibition Voluptas by HUB161, hosted at Fla Museum, exploring the combination of tradition/contemporaneity in the craftsmanship and art of the Bel Paese.

Interactions with art have always been a hallmark of Superstudio Più, located on Via Tortona, which has fostered collaboration and integration among different forms of creativity and communication since its inception. During Design Week, this becomes a strength and a mark of excellence, underscoring its uniqueness. In particular, Superstudio’s museum—the FLA, Flavio Lucchini Art Museum—is a large and unexpected exhibition space dedicated to works by the Group’s founder. These pieces speak of fashion, beauty, creativity, past, and future. During Milan Design Week, the museum transforms into a captivating location, hosting special design projects enhanced by dialogue with the surrounding artworks.  This has been the case for Carla Tolomeo's sculptural armchairs, Cappellini's bold and iconic pieces, Mara Bragagnolo's furniture designed for autistic children, and Rubelli’s artist-crafted armchairs painted by Lucchini upon the request of designers Nava/Arosio. For 2025, design and art will expand to other points, bringing visitors an extra dose of happiness. 

As every year, when planning the overall concept for the upcoming Design Week in Milan, the first step is to choose the theme of the year, which will guide the entire Superstudio Più event, the Superdesign Show 2025.
Celebrating 25 years of design is a major milestone for us, especially as we were the first to launch and drive the Fuorisalone phenomenon across various neighborhoods. It required a strong and meaningful idea, one that speaks to the times we’re living in. Perhaps we’ve found it.