Enjoy 2 free articles a month. For unlimited access, get a membership now.

Insights from MDW by Liganova: ‘design is not just about aesthetics, but also the culture it reflects’

BOOKMARK ARTICLE

Karin Leiberg, Liganova's trend scout and director of brand activation and strategy, decodes five key trends from Milan Design Week defining the future of brand activations and experiential spaces.

Above and top: Courtesy of Liganova

Liganova's Salone Safari kicked off with a lunch at 10 Corso Como – Milan's eternal hotspot for brands and culture.

Milan Design Week may be over, but its energy – a stirring, ever-inspiring platform for creative expression – still lingers. More than just a product showcase, it’s a stage, a playground and a proving ground for brands. Liganova, a leader in shaping and operating brand experience spaces at the intersection of design, technology and culture, brought its curatorial vision and influential network to the forefront with its own format: the Salone Safari. This bespoke tour spotlighted standout installations, future-forward concepts and the stories behind them, spanning fields from fashion to tech. Karin Leiberg, director of brand activation and strategy at Liganova, shares her insights with FRAME.

Photo: Courtesy of Miu Miu

From left: Kai Isaiah Jama, Nicola Dinan, Naoise Dolan and Sarah Manguso discuss 'a woman's education', the theme for Miu Miu Literary Club in 2025.

Cultural context

‘The theme of design and dialogue took centre stage: exhibitions, talks and installations offered a deeper understanding of how style can be enriched by context,’ says Leiberg. Take, for instance, Vogue Italia’s Shopology – a presentation spanning the history of fashion retail, starting from the very first boutique and tracking the shifts in shopping culture over two millennia. Leiberg also notes the return of the Miu Miu Literary Club, where book sessions featuring feminist literature in an evocative setting ‘reflected the brand’s impact on contemporary style’. Es Devlin's rotating library of light captivated audiences with nightly recorded readings. These presentations show ‘that design is not just about aesthetics, but also the cultural narratives it reflects’, she says.

Photo: Courtesy of Prada Frames

The Prada Frames talks were held at Milano Centrale, in the old royal waiting hall and inside restored train cars.

Cinematic staging

The moments that often stick in our heads are the transportive ones – and Milan Design Week ‘showcased a fusion of design and time travel as brands took visitors through both historical and contemporary realms,’ said Leiberg. 'Retro influences and a focus on craft elevated the immersive nature of the storytelling in these brand moments,' she points out. 'A prime example is the venue Prada chose to host its talks, all revolving around the topic ‘in transit’. An actual train interior and the former royal waiting room at Milano Centrale were not only evocative stages but very on-theme.' Loro Piana x Dimore’s vintage cinema-inspired kiosk offered posters, paper tickets and popcorn while the Marimekko x Laila Gohar collaboration gave visitors a huge bed to lounge in, complete with soundscapes and sweet treats. Salone Safari kicked off at 10 Corso Como with Gary Bott of Gentle Monster talking safari-goers through the brand’s scenography strategy at the centre of their Maison Margiela collaboration pop-up, as seen in this article's cover image.  

Photo: Courtesy of Aesop

Aesop's Second Skin installation took place on the grounds of a 15th-century church and featured dance works by choreographer Nayoung Kim.

Dynamic interactions

Leiberg observes ‘an exciting shift from static displays to dynamic human performances, with the art of movement blurring the line between installation and experience’. Jil Sander’s theatrical installation, Staging Modernity, showcased a design-driven wardrobe for performers that ‘seamlessly merged costume design with furniture, inviting audiences to experience both art forms in an entirely new way. Aesop collaborated with choreographer Nayoung Kim to create a moment that blended design, performance and storytelling. ‘This approach fosters deeper emotional connections and enhances immersive storytelling,’ she notes.

Photo: Courtesy of Liganova

The immersive light installation by Google during Milan Design Week 2025.

Sensorial storytelling

‘Milan Design Week expanded its sensory focus, blending colour, sound, taste and texture to captivate visitors’ attention. Through subtle immersive touches and spatial contrasts, products quietly made an impact with a compelling story that engages the senses, serving as a tangible manifestation of creativity and innovation,’ says Leiberg of the sensory exhibits during the Design Week. Liganova’s Salone Safari made a stop at one of these: the Google installation presented light as a touchable, interactive object whilst showcasing their hardware development. Other shows like Kia, Lavazza and The Checkered Future by Willo Perron used ethereal materials like bubbles, audio and aroma as narrative tools to immerse the visitor in the brand’s story. 

Photo: Courtesy of Liganova

The La Marzocco x House of Negroni activation was set in an approachable street kiosk, showing that smaller brand activations can pack a punch, too.

Brand drops

Though much of the focus of the week was on the large, immersive installations, smaller brand activations still packed a punch. ‘The trend of giant installations has shifted slightly, with brands turning to their flagship stores to showcase their most striking concepts,’ says Leiberg. Like the compact kiosk for House of Negroni presented by La Marzocco, she notes how ‘these cosy, engaging spaces bring luxury and innovation closer to the crowd, making premium experiences instantly accessible'.

Unlock more inspiration and insights with FRAME

Get 2 premium articles for free each month

Create a free account