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Milan Design Week 2025: The Theatre of Design
Milan Design Week 2025 showcased a significant evolution in the relationship between design and theater, extending beyond retail and hospitality environments to become a prominent theme throughout the festival. Both the Salone del Mobile and the Fuorisalone events, which encompassed over a thousand installations, integrated theatrical elements, utilizing staging solutions often reserved for live performances. Rather than merely presenting objects, actors engaged audiences in product reveals and participated in performances set amidst furniture, automobiles, and other design pieces. This intersection of design and theatricality emerged as one of the most discussed topics of the week.
Among the standout installations was Bob Wilson’s “The Night Before. Objects, Chairs, Opera” at Teatro alla Scala. This collaboration between the Salone del Mobile and the renowned opera house marked the symbolic opening of design week. Wilson conceived a performance where design shared the spotlight with music. The theater orchestra, under Michele Spotti, and soprano Marina Rebeka presented operatic excerpts, with minimalist and abstract furniture-like objects serving as sets, and light playing a central role in the narrative. This fusion highlighted how design elements could function as protagonists within a dramatic context.
Cassina’s “Staging Modernity,” curated by Formafantasma, celebrated the 60th anniversary of the Le Corbusier, Pierre Jeanneret, and Charlotte Perriand Collection. Held at the Teatro Lirico Giorgio Gaber, the installation immersed visitors in a theatrical experience. Original pieces from the collection were displayed in the lobby, while new editions were arranged on stage and various plinths in the seating area. Actors, directed by Fabio Cherstich, periodically recited original texts by Emanuele Coccia, Andrés Jaque, and Feifei Zhou, creating a performative dialogue around these iconic design pieces.
Range Rover’s “Futurespective: Connected Worlds” offered an immersive, time-travel-themed experience. Designed in collaboration with NUOVA, the installation began with visitors receiving a time-travel ticket in a sci-fi-inspired space. The first room recreated a nostalgic 1970s London Range Rover dealership, complete with actors portraying salespeople and a pre-production 1970 olive green Range Rover. Guests then passed through a secret door into a modern, all-white space, where the brand’s latest fifth-generation Range Rover Autobiography, in a bespoke metallic green, was presented, illustrating the brand's journey from past to future.
Oscar-winning director Paolo Sorrentino’s “La Dolce Attesa” for Salone del Mobile explored the theme of waiting. Amidst the fast pace of Design Week, Sorrentino created an installation inviting visitors to embrace slowness. Guests, limited to two at a time, were greeted by actors portraying nurses in a hospital-like setting. An elevator transported them to a long room where they sat on moving armchairs, experiencing changes in lighting, heart-like sounds, and reflections from a large heart-shaped sculpture. This highly conceptual piece provided a condensed, slow-paced theatrical memory within the hectic week.
Finally, Dimorestudio’s “La prima notte di quiete” for Loro Piana transformed the fashion brand’s headquarters into a narrative-driven interior. The installation, devoid of screens, enveloped visitors in a dark space filled with music and voices. Lights gradually revealed a bedroom, bathroom, and living room, showcasing Loro Piana’s products within a seemingly natural yet disrupted environment. Spilled water, broken glasses, and dripping ceilings created a sense of an event having just occurred, leaving visitors to piece together the story. This intriguing approach to interior design became one of the most discussed installations, demonstrating how design can effectively convey a compelling narrative.
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