Milan Design Week becomes a catch-all event for non-design brands

Milan's Design Week, anchored by the Salone del Mobile, has evolved into a significant event with brands beyond the design sector seeking the spotlight. The 64th edition takes place from April 20–26 at the Rho fairgrounds, showcasing over 1,900 exhibitors from 32 nations and attracting more than 320,000 attendees. The Fuorisalone features upwards of 1,850 events, including contributions from non-design brands like Parmigiano Reggiano and Starbucks. Collaborations of note include Moncler partnering with Andy Hillman, Arket teaming up with Laila Gohar, and Gucci's 'Gucci Memoria' curated by Demna. Prominent food brands such as McDonald's and Kikkoman are also featured. Due to the abundance of free giveaways, Milan's municipality has prohibited unlicensed distributions. The event draws architects, designers, journalists, influencers, and the general public.