Everyone comes to Milan for the installations. I observe the operations The spatial experiences are amazing as always: Aesop's 10,000 amber bottles, USM's warm towel reset ritual, Grohe transforming a historic theater in 72 hours. But what I find equally fascinating is watching the infrastructure behind all of it run in real time. Milan Design Week is one of the largest distributed experience design events in the world with hundreds of events, and thousands of visitors movi

Milan doesn't show you design. It moves you through it. This week the city becomes one giant experience strategy case study, and if you know what to look for, you stop collecting Instagram stops and start reading spatial narratives. Here are 10 experiences I'd recommend as an experience strategist: 01. Aesop, Factory of Light Cloister of Santa Maria del Carmine Built around subtractive illumination, light that doesn't invade, it touches. That's a spatial philosophy, not a pro