Milan is always a story of its own. But during Design Week, it transforms into an unparalleled metropolis of creativity, where the streets breathe aesthetics, experimentation, and innovation. From April 7 to 13, 2025, Milan Design Week has once again brought back the international pulse of design — and this year, BusinessMag Albania is present to bring the most unique elements of this creative universe up close.
A city pulsing with ideas
In every corner of the city, brands, artists, researchers, and design enthusiasts come together to explore what happens when imagination challenges reality. The atmosphere is vibrant, exhibitions are constantly crowded, and discussions around design and the future never stop for a second.
From the very first morning, the streets of Milan turned into open-air galleries. Young creatives, professionals, media, designers, and visitors from around the world lined up to enter installations that blend art, technology, and activism. Areas like Brera, Tortona, Porta Venezia, and Bovisa have become microcosms of alternative worlds, where every space is a statement.
At the entrance of the Superdesign Show, one of the highlights of the week, hundreds of people wait to discover the latest innovations from international brands and some of the most progressive design studios.
For the first time, BusinessMag Albania at Milan Design Week
On a media journey that coincides with the 10th anniversary of the magazine, BusinessMag.al is attending Milan this year to report directly from the epicenter of global innovation and design. This presence is not only to bring the atmosphere of the event to Albanian readers but also to build new bridges between creators, entrepreneurs, and globally influential brands.
Curiosity as inspiration for reconnecting with the public
Among many exhibitions, one of the most captivating this year is that of IQOS, part of Philip Morris International, in collaboration with the iconic Italian design brand SELETTI. They’ve brought a unique experience to Milan: “Curious X: Sensorium Piazza” – a space that conveys messages through design, technology, and human interaction.
Located at Opificio 31 in the Tortona Rocks district, this installation gives design a new meaning: it’s no longer just about form or objects but becomes a medium for communication and awareness. “Sensorium Piazza” is a reimagining of the traditional Italian square – a place where people stop, meet, talk, and share. This time, everything happens within a multisensory space where the physical and digital intertwine, and where every visitor influences how the environment transforms.
Through this project, PMI and IQOS aim to showcase their mission to challenge the status quo and propose better alternatives for adults looking to quit traditional cigarettes. By involving a brand like SELETTI, known for its bold and experimental style, this collaboration symbolizes how curiosity and creativity can spark real evolution in consumer behavior and industry standards.
“Curiosity is the key that pushes us beyond limits. It’s the force that allows us to continuously develop better alternatives and more meaningful experiences,” said Stefano Volpetti, President of Smoke-Free Products at PMI, during the press conference held on April 7 in Milan.
The new IQOS Curious X platform, debuting with this project, is designed to build deeper connections with the global adult user community. It invites visitors to become active participants in the story — not just spectators.
For BusinessMag Albania, this involvement in Design Week is more than a report — it’s an opportunity to represent the Albanian perspective on one of the most prestigious stages of contemporary design and thought. Our presence at this event reflects our vision to follow the most current developments and bring them closer to the Albanian public with a professional and informed lens.
Milan Design Week: A manifesto of interdisciplinary collaboration
This year, Milan Design Week is not just a design festival. It is a manifesto for interdisciplinary collaboration, for transformation through aesthetics, and for a dialogue that crosses conventional boundaries.
“Sensorium Piazza” is open to the public every day from 10:00 to 21:00 until April 13, at Opificio 31 – Tortona Rocks. A destination not to be missed by anyone who wants to understand how design and technology can create new realities.
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