Padiglione Visconti, Via Tortona 58, Milan
15-21 April 2024, h. 10am-11pm
For Design Week 2024, Ikea returns to occupy the spaces of the Visconti Pavilion on Via Tortona. The Swedish brand presents a rich and harmonious mix of product displays and multisensory experiences. Titled 1st (First), the exhibition focuses on the objects and emotions associated with the first home, organized in different sections within the Maze that welcomes visitors at the entrance. Dominating the Maze is a large raised platform in the center of the hangar, adorned with soft mattresses, blankets, and pillows, inviting visitors to pause, relax, and perhaps even doze off. From here, a habitable staircase leads down to the dance floor, the heart of the Pavilion, where nightly musical events celebrate various genres associated with the city of Milan. The atmosphere is relaxed and welcoming, in keeping with the Swedish brand. Sustainability is a central theme throughout: the entire installation is designed to be easily dismantled, with materials earmarked for future Ikea projects and a portion donated to charity.