Following the success of Digital Design Days 2026, Bovisa has officially made its leap onto the international stage, emerging as Milan’s newest district of creativity and innovation. The increasingly central role of the newly inaugurated Superstudio Village confirms the neighborhood’s transformation into one of the city’s most dynamic hubs for global design culture.

For years Bovisa remained on the margins of Milan’s creative geography. Today, however, the district is undergoing its most significant transformation yet: evolving from a peripheral neighborhood into an international laboratory for ideas, design, and innovation. Much of this acceleration bears the signature of Superstudio Village, the expansive creative hub reshaping the balance of contemporary Milan.

Fashion is slowing down. Margins are under pressure. And the industry is quietly—but decisively—shedding its old skin. This is the snapshot that emerges from the latest annual report by McKinsey & Company in collaboration with The Business of Fashion, an in-depth look at who is really winning the race for relevance and profitability—and what will actually matter in 2026.

The macro picture is anything but reassuring. Europe, the United States and China are all moving along modest, single-digit growth trajectories, burdened by geopolitical instability and by a word that has returned to dominate the conversation: tariffs.

Milan hosted a new edition of Denim Première Vision at Superstudio Più, where denim returned to tell its unique story bridging past and future. The protagonists were new fabrics that already seem “worn,” or rather, marked by time and full of character, perfect for that nostalgia “for eras never lived” that fascinates especially Gen Z.
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Strong was also the reference to military style and workwear, which bring denim back to its most concrete authenticity. Innovative technologies and retro inspirations merged to create garments that seem to have a history even before being worn. An event that confirms denim as a universal and creative language, always capable of reinventing itself.

There are places that do not just host events, but transform them. Superstudio 13 is one of them. You walk in and immediately feel you’re in a creative ecosystem that is not content with following the future: it builds it. In a city like Milan, which is currently experiencing a real race toward tech innovation, Superstudio has become a point of reference.

The Superstudio 13 hub, the first created within the group, has taken inspiration from the movements of the system to explore the future of image and fashion. The day of November 18 organized by Limitless Lab and ePhoto and dedicated to AI x Fashion Lab, that is how fashion will transform in the near future, proved it in the clearest way. Here is the account of a witness of this exciting event.

From October 17 to 19, Superstudio Più in Via Tortona 27 hosted the Fair Priced Vintage Market. Three days of intense but smart shopping, with very affordable prices. Our fashion expert noticed that…

​​​​​​​Vintage has become one of the most used words in the fashion vocabulary. A source of inspiration for many creative directors, but above all a way for young people to dress, to save money, and also to make a statement. We were not expecting designer clothes or extraordinary pieces. On the contrary, the impact of the Fair Priced Vintage Market is always very simple, I would say even spartan: stands divided by category, a price list resembling that of a low-cost restaurant, a clear statement against luxury.

Today’s fashion and trendy accessories scene moves between extremely distant poles, which sometimes meet and surprise the system. At Superstudio Più, where big names walk the runway and cutting-edge fairs take center stage, once a year a special kind of Vintage arrives that reaches across half of Europe, combining savings, quality, and nostalgia.
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Vintage, which in recent years has become one of people’s desires for economic, nostalgic, cultural, individual, inclusive, ethical, and sustainable reasons, has turned into a universal trend that has even contaminated the runways of the most famous brands, revolutionizing their image.

Goldwell is ready to revolutionize the world of color with the launch of a global experience where the community of hair professionals comes together to collaborate, connect, and create. A production by Mazzini Eventi.

Milan – The hairstyling world is preparing for an unmissable event: the launch of Colorsphere by Goldwell, a brand of Kao Salon Division, a leading company in professional consulting, innovative products for hairdressers, international hairstylist support, and creative training. The event will take place on September 14 and 15 at Superstudio Più and Superstudio Maxi in Milan. Two days of total immersion in the industry, featuring runway shows, masterclasses, and live demonstrations by top stylists from around the world. The program will also include the Global Creative Awards, celebrating the most innovative talents in the sector. The focus will be on professional color, with in-depth sessions on new techniques, sustainability, and creative empowerment.

Wonder, fun, surprise, fantasy, imagination, fear, magic. Is there anyone who has never been to a luna park and experienced all these emotions recalling their childhood? It has always been a fantastic place where everyday life is suspended to enter a world of lightness and carefree living. The Superdesign Show at Superstudio Più for the Design Week this year went beyond furniture innovations, home and human-tailored tech, the vision of a more sustainable world, art and culture. Visitors were entertained and engaged, amazed and shocked by a design able to make them enjoy themselves. By looking back at recently closed installations, we can see a trend...

Our daily updated @AT online magazine is also a monthly paper magazine with the most important digital news and some additions and previews.

Print A3 pages and you will have your monthly copy in the original format. Or collect your copy free of charge at Superstudio offices, in via Tortona 27, via Forcella 13 and via Moncucco 35, in Milan. In the archive you will find previous editions, available for printing.

“To avoid destroying our planet, we need to start figuring out how to reuse the things we already have…” said Steve Tidball, co-founder of Vollebak. “What if electronic waste weren’t rubbish? What if they were simply pre-assembled raw materials that we can use to make new things?"

Over the years, Vollebak company has been increasingly concerned about how clothes and accessories will be treated at the end of their life cycle; this is how the idea of the Garbage Watch was born. A wristwatch made using only what has been recovered from electronic waste (referred to as WEEE: Waste from Electrical and Electronic Equipment), designed by brothers designers Steve and Nick Tidball, founders of Vollebak...

Our daily updated @AT online magazine is also a monthly paper magazine with the most important digital news and some additions and previews.

Print A3 pages and you will have your monthly copy in the original format. Or collect your copy free of charge at Superstudio offices, in via Tortona 27, via Forcella 13 and via Moncucco 35, in Milan. In the archive you will find previous editions, available for printing.

Here you can find the Abstract of May @AT paper: we talk about

- MILANO DESIGN WEEK IN SEPTEMBER. BETWEEN SALONE AND FUORISALONE

- ARCHITECT-TOUR: BIG STUDIO IN COPENHAGEN

- MAPIC: THE REAL-ESTATE FAIR FOR RETAIL

A journey through female creativity in all its aspects and nuances, another sensitivity, always essential but never Master. Superstudio's path dedicated to women in Art continues, such as the film composer, born in 1994, Ginevra Nervi. Very young and already nominated for the David di Donatello.

From an almost imperceptible echo, the world of female music composition and production appears to be even more steady. As shown by the talented young Italian voice who today will be present for the Best Original Song category at the award ceremony of the prestigious David di Donatello, with Miles Away song, taken from the movie "Non odiare".
Ginevra Nervi is an electronic producer, songwriter and composer of soundtracks, originally from Liguria...

It's a known fact that discerning consumers prefer iconic, designer products able to excite. A trend that today involves everything and everyone. Brushing your teeth with Starck, cooking with Urquiola or Konstantin Grcic, wearing Jean Nouvel or Kartell, traveling with Marcel Wanders or Giovannoni represents the latest design act for everyone.

Until yesterday fashion, or rather fashion designer, was a magic word capable of giving added value and consumer-appeal to many different things, luxury or mass-market products, branded beyond belief and, for this reason, entered the international style circuit...

A sensational change in our invaded by Covid lives is reaching even the most intimate, personal, entertaining, playful spaces, those where the presence of family and friends is important. Streaming concerts and theatrical performances have already arrived. Even at Sanremo Festival, Irama, a singer quarantined in hotel, participated with his avatar, that is to say him in prior recording. With "iorestoinsala" ("istayintothevenue") format we watch first-run film by choosing our seat at the cinema complete with reserved number but illusion remains there because then you stick to a home screen. The most recent of these digital performances see us in virtual company of other guests participating at streaming-parties, streaming-dinners, streaming-birthdays, streaming-weddings, without moving a step. 
Birthday flowers are sent with WhatsApp, group shots are shared on social networks, gifts are sent via amazon, wedding list is activated online, kisses travel via FaceTime...

Our daily updated @AT online magazine is also a monthly paper magazine with the most important digital news and some additions and previews.

Print A3 pages and you will have your monthly copy in the original format. Or collect your copy free of charge at Superstudio offices, in via Tortona 27, via Forcella 13 and via Moncucco 35, in Milan. In the archive you will find previous editions, available for printing.

Here you can find the Abstract of March/April @AT paper: we talk about

-FAREWELL TO GIOVANNI GASTEL

-GASTEL GENTLE GENIUS

-AND AFTER VIRTUAL FASHION SHOWS...

We are already in January and the year of magnificent twenty years of Superstudio Più is already over, sadly closed to events. From 2000 to 2020 time was spent in a breath, with the end of a year to forget. A special edition of our paper monthly @AT is available, with the wish to return to a "new normality" in 2021, with new events and hope.

 Here you can find January paper @AT Summary:

- EDITORIAL: 20 YEARS ALREADY!!! SUPERSTUDIO PIU’ ANNIVERSARY

- DESIGN SUPER SHOW: A BOOK TO REMEMBER

- BEPPE SALA: MILAN MEANS DESIGN

- DESIGN SEMI-SERIOUS DICTIONARY: NEOLOGISMS...

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SUPERSTUDIO WITH THE WHOLE TEAM 
WISHES YOU
A HEALTHY, FULL OF LOVE AND HOPE 2021.

HAPPY NEW YEAR!

A new year that begins with a dream for us - never stop dreaming! - and a new adventure which joins Superstudio 13 and Superstudio Più: Superstudio Maxi, in via Moncucco 35, Milan.  

A gathering space that will soon come back to unite and excite us with beauty, culture, participation.

A year of rebirth, a new beginning, a new awareness.

Our updated daily online magazine @AT enhances the paper edition frequency and becomes monthly with the most important digital news and some additions and previews.

Collect your copy free of charge at Superstudio offices, in via Tortona 27, via Forcella 13 and soon in via Moncucco 35, in Milan. But you can also download the pdf in both Italian and English which you find in the library and A3 print it, the magazine actual size...

Our updated daily online magazine @AT enhances the paper edition frequency and becomes monthly with the most important digital news and some additions and previews.
Collect your copy free of charge at Superstudio offices, in via Tortona 27, via Forcella 13 and soon in via Moncucco 35, in Milan. But you can also download the pdf in both Italian and English which you find in the library and A3 print it, the magazine actual size. In the same way you can also print previous editions...

Following three months of enforced isolation, we are rediscovering the joy of being outside, equipping balconies and terraces, and in the luckiest cases, creating proper outdoor rooms with the most advanced pergola systems. However, how are the buying habits changing and what are clients asking for? We talked about it with Luca Pangallo, sales manager of Ecliss, one of the most popular showrooms in Milan in the field.

How has market changed in the past few years? 
Up until a few years ago, the outdoor was regarded just as a niche market. Furnishing outdoor spaces used to be felt as a secondary need, unlike what used to be for the rest of the house. Most of the time, lower quality products were chosen. Whereas today, the outdoor is reaching the same importance as the indoor: selected with precision, with great attention to details, to quality of the furniture and above all to the atmosphere, to the experience that the client expects to live in these spaces...

A small green space has become the dream of Italians who have understood how smart-working and possible new lockdown would benefit. Many architects are already working to propose their solutions. The multifunctional proposal by Sandro Meneghello and Marco Paolelli, young and already established designers who concentrate a lot of their design on the outdoors, has all the characteristics to satisfy the most varied needs. Probably yours too.

"Balconies also have an important real estate value in the city", Marco Paolelli, of the Meneghello Paolelli Associati studio tells us, "We therefore asked ourselves why not work on a system that would enhance them easily, with a simple assembly and a wide versatility of construction". The health crisis that followed the project made all the spaces that allowed to be outdoors even more precious.Thus was born Urban Balcony, the project for Unopiù, recently presented in its first version but already engineered also in the "extended" version...

In many cities of Europe, authorization procedures are being lightened and speeded up to allow public places, not just bars and restaurants, to set up outdoor areas. So did Milan too, which published its guidelines this week. What is happening is a real revolution of outdoor spaces, especially in big cities. For a year, Superstudio has been working on the future of "being out", in all its forms, domestic and public, which was to be and will be a strong theme of the next Superdesign Show. This acceleration imposed by the health emergency is also making it possible to rethink urban spaces that are little used or less used due to a contraction of vehicle flows in favor of mobility on two wheels. A vast field of experimentation for designers and for the many solutions made available by production.

The new provisions of the Municipality of Milan, valid until the 31st of October, allow for an increase in the spaces available for all commercial activities and provide for simplified procedures to require the occupation of green areas, squares, sidewalks with tables, chairs, umbrellas, platforms, exhibition spaces. Among the main innovations, the free of charge of COSAP, the issue of the permit by the Municipality within 15 days, the possibility of obtaining spaces even if not in the immediate proximity of its activity...

Never as in this uncertain Phase2 the desire to go out, to be outdoors, to enjoy the fresh air and the sun become domineering. It is not just an emotional desire, but the urge to rethink our daily lives in different spaces, open and in symbiosis with nature, where you can also study, work, play sports ...

Research in recent years confirms that we are an "indoor generation", which spends 90% of its time in enclosed spaces, over 20 hours a day. And we do it unconsciously, because our perception is often different. Even so, very often, we live in sealed spaces, badly lit and poorly ventilated, harmful to our health.
Often forced to live "inside" -  and the health emergency has highlighted all the limits of the places we live in -  we have an increasing desire to "stay outside", in contact with nature and immersed in it.