PVDD Design Week Direction

On the occasion of the internationally renowned Milano Design Week, we directed and designed the visual system for the Porta Venezia district in Milan. A unique district in both the Milanese and Italian landscape, its personality is expressed through a vibrant cultural and expressive fusion, characterized by a distinctive intersection of people, cultures, and places that inhabit and enliven the area.

The project aimed to visually interpret this uniqueness through a composition that is both unique and variable, formal yet spontaneous, reflecting the diversity and vitality of the place and its community. The client summarized this vision with seven keywords representing the essence of the neighborhood: Life, Future, Nature, Freedom, Diversity, Inclusion, Home. These words were transformed into a series of shapes that came together to create "spontaneous compositions," a key concept that reflects the historical and cultural development of the district and its people.