Fuorisalone, in Brera where the design is there but it is not seen: the boom between tail hours, scrocco canakes and cafes Negroni. « Inevitable brands but just free gadgets from companies »

The design is there, but it is not seen. Not immediately, at least. First you have to extricate yourself between canapés, gadgets, shooting, prosecco in litricanvas bags, straw hats, grisaglie and tailleur, wade QR code and, above all, wait. In line. Two hours, half past two, but sometimes even more. In Brera the Vibes are optimallyAnd (Inglesisms are the master much more than the Englishman himself, however often of order given the internationality of the event), the enthusiasm of the people of the design week, however, tends to weaken – when not to fully afflict – at the sight of the serpentons at the entrance of exhibition spaces and showrooms. To visit the new Armani/House collection at Palazzo Orsini, more than patience, you need to have faith. The « number » takes at the beginning of via Borgonuovo, the destination is a mirage. And yet no one Fiata, the procession advances slow but inexorable.

If for a week Milan becomes the capital of the world, Brera is the capital of the capital. In the simpline but only whispered battle between the different souls of the Fuorisalonethe axis between the Castello Sforzesco and Piazza della Scala Fagocita the competitors and the drain rushed to the districts pioneers. The popular aggregation that gave life in the first 2000 to the review is still there, transformed into a collective rite that sometimes, among those tourists eager to be able to tell « that time I was there too », transcends the dimension of mass hysteria.

The postcards of the week portray The ES Devlin Light Library to surround the Napoleon of Canova in the Braidense courtyardthe temporis installation by brushing of Blu Palazzo Citterio, the paths of reflection between the art and politics of Balich and Stark. But also the imperceptible sidewalks of via Moscova and Pontaccio, The challenge in Vicolo Fiori to grab the subsidized stools from Etro – free, of course – and the one to enjoy, again without compensation, a « Negroni awakened » with an unequivocal coffee base.

And then there are the numbers, well representative of these seven days for the driving district of the Fuorisalone, increasingly corner stone of agreements and public relations even before real business. Said of the 5,700 euros of medium fee for a rent in the week, The figures speak of 15 thousand accesses a day at the Pinacoteca, 12 thousand in the first three at the Botanical Garden (in the top moments also 300 per hour)given tripled compared to the last edition. And again: 80 thousand unique visitors on the Brera Design Week web guide, an increase of 40% from 2024. «And yet they do not explain everything – he says Paolo Casati, co-founder of Fuorisalone.it and Brera Design Week —.Brera is educated to design. Here the Fuorisalone is like the Palio in Siena, it is as if it happened all year round ». And the sacrifice on the altar of the mix between genres not always completely relating to the main theme of the event is whispered is inevitable. Still Casati: «The goal of a brand is to create direct relationship with the public, and for a week Milan is the epicenter of the world – he continues -. It is necessary to free yourself from the logic of a relevance anchored to the only distinct of the orders: here the important thing is to network, get to know each other and let yourself be known. Then sales come from themselves ». But net of the extra sectorality of penalty, not everything that glitters is golden: « Companies must still be sensitized – scratch -, is nothing short of disadvantage that there are profiles devoted to the only promotion of gadgets ».

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