April 9, 2019
Miu Miu collaborated on an exhibit located at the Teatro Gerolamo. Image credit: Miu Miu
Luxury brands are leveraging special events, exhibitions and partnerships as the design world descends on northern Italy for the annual Milan Design Week.
Companies from the apparel, automotive and home furnishing sectors are among those spotlighting their aesthetic appeal during this week’s events. Hundreds of thousands attendees participate in Milan Design Week, also known as Salone del Mobile, making it an invaluable opportunity for high-end brands.
“Standing out is a challenge,” said Chris Ramey, president of Affluent Insights, Palm Beach, FL. “Milan will be animated with parties, openings, music and entertainment, art installations, design programs and projects throughout the city.
“Unlike most large events, there are a myriad of independently created events that collectively make Milan Design Week so powerful,” he said.
Design darlings
Playing on their home turf, Italian brands have a major role during Milan Design Week.
Italian fashion house Missoni is hosting a colorful installation, “Home Sweet Home,” featuring colorful crochet decor pieces such as bookcases, chairs and even chandeliers. The brand is also debuting a new home collection at its Milan showroom.
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Instagram post from Missoni
Versace is also participating in Milan Design Week. Artistic director Donatella Versace collaborated with interior designer Sasha Bikoff and artist Andy Dixon for a Versace Home installation at Fuori Salone.
The exhibit features interpretations of classic Versace motifs by Ms. Bikoff and Mr. Dixon (see story).
Rather than highlighting upcoming launches, Italian fashion label Armani is honoring Japanese architect Tadao Ando, the designer of the Armani Teatro, through a new exhibit. The Armani Silos installation is open through July, and is Armani’s first event dedicated to architecture.
Prada’s Miu Miu partnered with creative agency MM Paris to take over a Milanese landmark, the stage at the Teatro Gerolamo. The two brands also released a limited-edition stool with hundreds of pegs that can be filled and customized with colorful matchstick-style pieces of wood.
Italian fashion label Gucci is setting up a temporary home for its décor line during Salone del Mobile in Milan.
The pop-up shop at 19 Via Santo Spirito houses the brand’s furniture, porcelains and furnishings in a space that mixes for-sale Gucci items with repurposed vintage pieces. This store enables Gucci to further its lifestyle image through its décor offerings (see story).
Automakers are also making their presences known at Milan Design Week.
For its first appearance at the fair, Italian automaker Lamborghini is exploring technology and engineering in an interactive lab called “Living in the Fast Lane.” The exhibit offers a multimedia look at more than five decades of Lamborghini history, as well as a virtual reality driving experience.
The new Huracán EVO Spyder will also be exhibited for the first time in Italy after it made its debut at the Geneva Motor Show (see story).
Lexus has exhibited in Milan for more than a decade. Image credit: Lexus
Toyota Corp.’s Lexus is hosting an immersive experience titled “Leading With Light,” which includes an intuitive light display that interacts with people. This is the 12th straight year that Lexus is participating in Milan Design Week.
Danish electronics and audio company Bang & Olufsen is also touting its innovations by launching the Beovision Harmony television. For an aesthetically pleasing touch, the screen is able to conceal itself behind an aluminum and oak screen.
French crystal maker Baccarat is taking the week’s crowds and festivities as an opportunity to open a new boutique in Milan, the first of its kind. In addition to Baccarat's offerings of crystal, the Via Montenapoleone location will include a bar and lounge, marking a new store concept for the brand.
Home trends
Heavy involvement of fashion labels and automakers at Milan Design Week points to a larger trend in the home furnishings industry.
The luxury interior design and homeware sector is being disrupted as more fashion brands increasingly step into the rapidly-growing category.
According to Fashionbi’s “Design Meets Fashion” report, North America and Europe are dominating the luxury furniture market, which is increasing at a compound annual growth rate of 4.65 percent. Among the current trends driving the market are environmentally-friendly materials, multifunctional furniture and branded housewares, including collaborations between fashion labels and interior labels.
In the home decor world, trade shows and design weeks have only grown in importance as they have become prime opportunities for luxury fashion labels to launch new collaborative projects (see story).
Across the Atlantic, the Design Show, hosted by Condé Nast shelter publication Architectural Digest, is another opportunity for home brands and design professionals to share what will shape consumers’ everyday lives in the near future.
Facing a large audience at the show, upscale brands try to strike a balance between embracing technology and sustainability to win over consumers. The Architectural Digest Design Show takes place each March in New York, giving brands face time with both end users and trade professionals (see story).
“Fashion and luxury brands in home furnishings are particularly adept at creating and leveraging buzz,” Affluent Insights' Mr. Ramey said. “Design and design-thinking are the platform for successful luxury and fashion brands across all categories. Everything begins with design.”
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