There's a moment in every designer's journey when you stop looking at objects and you start looking for meaning. I discovered Baxter Made in Italy exactly in that phase — when I was still searching for my own direction, walking through different showrooms and trying to understand what kind of design truly resonates with me and what kind of spaces I want to create further.
I remember moving from one place to another, observing, comparing, questioning everything, trying to build a perspective that felt like mine. And then, almost by accident, I found their stand. There was a long line outside, the kind that makes you hesitate for a second, because you don't even know if it's worth the wait. I didn't expect much, but I was there with my filming team and I felt that this was something I needed to explore properly, so we decided to stay, to enter, and to document it.
What I found inside was a very clear identity. I started paying attention to details, to materials, to the way the spaces were composed. We filmed, we asked questions, we tried to understand as much as we could in that short time, and that became the first video I ever created about Baxter. And somehow, from that moment, I never really disconnected from the brand.
An understanding built over time
Since then, many Milano Design Weeks have passed. Each year brought more clarity, more understanding, and a deeper appreciation for what Italian design really means — not just as an aesthetic, but as a discipline, as a way of thinking, as a standard.
There are many brands you discover along the way, but only a few that stay with you and continue to make sense as you grow. For me, Baxter has been one of those.
This year, the story continues differently
This year feels different — not because the event changed, but because my position in relation to it changed. For the first time, I'm not just going there to observe and document. Together with Baxter Made in Italy, we are creating a dedicated experience for architects and designers, something that goes beyond simply visiting a showroom and becomes a moment of understanding and connection.
We will spend 45 minutes together in a tram designed by Baxter, moving through Milano while experiencing the brand in a completely different context — one that allows you to feel the atmosphere, the materials and the identity of the brand in a way that is much more natural and grounded. It's a way of experiencing design outside of a static space, in motion, in the city, in real life.
An open invitation
Milano Design Week can be overwhelming. There are hundreds of places, events and installations, and it's easy to get lost in everything that is happening without actually understanding what matters for you.
This is why I wanted to create something more focused — a moment where we can slow down, experience a brand with intention and share perspectives that we can later take back into our own work.
If you feel aligned with this way of understanding design and you want to experience Milano Design Week differently this year, you can apply through the form.
I'm really looking forward to sharing this with you.
