This year, IFDM pondered what excellence truly is. We found the answer in a vineyard, where each vine is expertly tended to produce a superior quality wine: a ‘Cru’, a label in oenology given to wines that stand out for their distinctive character, the result of careful selection and artisanal mastery. We brought this term into the world of design, applying the concept of “Design Cru” to products that represent the pinnacle of innovation and aesthetics, identifying ten categories (Design, Lighting, Lifestyle, Milestone, Fashion & Design, Kitchen, Unique by Nature, Editions, Surface & Bath, and Outdoor) and finding a leader for each to embody excellence.
Thus, the project took shape: we redesigned the magazine, dedicating a cover and a special edition to each Cru, and extended the concept far beyond print, allowing the protagonists to take over the city streets with an occupation of the San Babila metro station in Milan from April 7 to 20, to capture the bustling design community flooding the city for Design Week. We entrusted the project to Reality is__, a design studio driven by art, founded in 2021 in London by Italian architect Carola Migliore and British designer Miles Wagner.
Specializing in creating physical spaces that spark curiosity, Reality is__ embraces a multidisciplinary approach that integrates architecture, multimedia, and technology, working at the intersection of reality and imagination to transform complexity into clear concepts. The challenge that the creative studio accepted was to weave the distinctive narratives of ten different products into a unique and multisensory experience, bringing our vision into life with expertise, allowing each brand to shine individually while resonating collectively in a harmonious context.
“So we designed colorful environments of impossible architectures in which each design object is revealed, ensuring we considered the experience of both magazine readers and the wider public,” explain Carola and Miles. Their creative direction has highlighted the uniqueness of each design piece, transforming public spaces into ‘stages’ of visual innovation.
“Within San Babila’s station and around Milan we aimed to capture the fleeting attention of passersby – those brief moments when they look up from their phones and engage with their surroundings – to enhance their Design Week experience. Our design was crafted for that split second, seizing the opportunity to spark curiosity and draw them into the experience,” they conclude.
Surrounded by the art, design, and colors generated by the architectures of the Salone Week, I wish everyone a wonderful experience at Design Week!
