The oldest district in the history of Milan, the 5VIEfor the third consecutive year will host the Design Pride. A real party dedicated in all its facets to this fantastic world, with the genius of the designer of excellence and the great performers of 'all the arts'. The event, organised by the Italian Saletti together with the agency Paridevitalewill, as always, be characterised by an original and entertaining spirit that will make the event the culmination to pop of Design Week. The historic centre of Milan will be populated by people and will be 'coloured' by the creativity of design personalities who will give life to a street paradea procession of carts, musicperformances and dances.
Provocative, imaginative, creative, the Design Pride is an opportunity to get closer to a world often dedicated only to enthusiasts. In this way, an event with a primarily cultural vocation is to be brought to the attention of the entire city. In the Design Week period, from 17 to 22 April, there will be many design events. Exhibitions, projects touring exhibitions, artists' solo shows and programmes for those approaching this event for the first time.
Together with Seletti and Paridevitale, also taking part in the procession in the 5VIE district will be Guframthe irreverent Italian brand of seating and furnishing accessories, known for its influence in the field of industrial design and for having contributed to revolutionising the aesthetics of furniture from the 1960s onwards. Then again Toiletpaperthe picture-only magazine founded by Maurizio Cattelan e Pierpaolo Ferrari; beer Heinekenwhich once again enters the beverage market by launching the brand new Heineken®0.0 non-alcoholic beer; not to forget Saviolathe first company in the world to have produced the ecological chipboard for furniture/design. Hospitality Truck to offer an exclusive truck rental service for touring events.
Design Pride is the culmination of the entire Design Week.
In addition to the various brands mentioned, what will characterise the show are the most representative designs of each individual designer taking part in the event. These include the Dutch duo Studio Job e Marcantonioand the students of the IED - European Institute of Design in Milan. The appointment, not to be missed, is for Wednesday 18 April. The parade will start from Piazza Castello (corner of Via Minghetti) at 6 p.m., and will then cross the entire district, until arriving in Piazza Affari where the party will continue throughout the evening with the highly anticipated Piazza Affari Party 2018.
The Design Pride was sponsored by the City of Milan and is part of '5 VIE art + design'. A truly innovative event, because thanks to the culture offered by the history of the city of Milan, it turns the district into a real 'projector' of design and innovation.
If you too are passionate about design and everything that characterises this world, the Italian Design Institute courses will help you enter this fantastic industry.
