THE EVENT
Milano design-in-the-city, conceived, coordinated and promoted by DesignPartners (organizer, among other activities, of ZonaTortona Design) will be an event dedicated to product design that will make Milan protagonist between showroom circuits, cultural initiatives and entertainment activities.
The four day event will be an excellent occasion to purchase new products that were presented during the Milan design week in April and discover product previews. The best design, exhibited in unique set ups and available for purchase.
Addressed to the general Italian and international public, Milano design-in-the-city will make the city protagonist guiding its visitors to discover the city and allowing them to live an inedited and intense experience.
Each circuit will be dedicated to a product sector: interior furniture, outdoor furniture, complements and objects, kitchen and bathrooms, lighting, fabrics, surfaces and materials. Such division responds to the need of full satisfying the visitors’ requirements and to put every aspect of design on stage.
The involvement of showrooms and design stores and their extraordinary opening hours will become an opportunity of communication, interaction and sales. A unique occasion to meet the protagonists of international design with the rhythm of a whole weekend: a great event in the European city with the biggest concentration of showrooms and design stores within walking distance through appealing urban circuits.
The information will be articulated and spread both on and offline. Besides, a map that illustrates the different circuits will guide visitors in order to plan their own tours according to their personal purchase interests and to offer a wide range of services that Milan as a design city is capable of offering.
Thanks to the patronage of Milan Municipality and of the ADI (Associazione per il Disegno Industriale), Milano design-in-the-city guarantees the integration of the urban network and intends to offer a better service to its users.

THE PROTAGONISTS
Milano design-in-the-city is characterized by three main souls: shops, culture and entertainment.
The first soul will involve more than sixty showrooms and stores. These locations are appealing both for consumers who will be able to purchase the new products on the market and also for design professionals who choose Milan for its wide offer, quality and the innovation of the products.
The participating showrooms and stores will engage visitors in a contest whose prizes will be design products up for grabs that will be drawn at the end of the event. By describing a product that they would like to design, consumers will become design protagonists and an occasion of interaction will be created: design experts will have a chance to become acquainted with the consumers’ needs and desires while consumers will have the opportunity to get a closer look into the design world.
A wide programme of events will enhance Milan’s cultural vocation in terms of innovation and design contents. Thus, Milano design-in-the-city will be a container and conveyor for everything that is happening in the city: the events organized in the showrooms, those planned in the entire city and the special opening of the designers’ studios of Milan.
Design hotels, bars and restaurants will also be involved in a circuit dedicated to entertainment and welcoming services.

COMMON THREAD: “Shape of dreams”
A common thread will link all the initiatives of the showrooms and stores: “Shape of dreams” will guide the participants in the set up of shop windows, in the organization of events and in the commercial offers.
The theme “Shape of dreams” was established with the aim of communicating and expressing the contents of design: continuous research towards the improvement of the quality of life. The best interpretation of the theme will be decided by and independent jury and awarded at the end of the event.
Milano design-in-the-city is an initiative of DesignPartners with the patronage of Milan Municipality and of ADI (Associazione per il Disegno Industriale).

Media Partner Casamica in collaboration with RCS Pubblicità.