Twenty-five years ago Superstudio Più was born in via Tortona, an iconic appointment of Milan Design Week and one that has certainly helped to consecrate the city as the world capital of design over the years. A point of reference at the time for architects, designers, creative people, buyers, furniture manufacturers, retail outlets and other “insiders,” it has transformed over time into a major event that also involves brands “outside the sector,” from automotive to fashion, food and beauty, also attracting crowds of design enthusiasts, students and the curious to the city.

 Narrating this evolution was creator Gisella Borioli at the press conference presenting the new edition of Superdesign Show 2025, scheduled April 6-13. With the participation of more than 70 designers from 10 nations and the presentation of more than 20 projects, this year's international event once again proves to be a must-attend event for those who want to explore the latest trends and future visions of design.

Happiness, theme of the 2025 edition

In these dark and uncertain times of wars, economic crises, geopolitical changes, Superdesign Show has chosen Happiness as this year's theme, involving exhibitors to propose products and installations that express happiness, joy of living. Just as Happiness expresses the event's manifesto identified by the exclusive lettering created by graphic artist Daniele Cima, where each letter is intended as a small work of art, and the bright yellow chosen by art director Giulio Cappellini as the leitmotif of the exhibition itinerary.

In his speech, Francesco Morace, sociologist and essayist, offered a profound reading of the role of Happiness in contemporary society, while Giulio Cappellini explained that “the culture of beauty, of dreams, of happiness is fundamental, and Superdesign Show must maintain this identity as a creative forge: the market needs new ideas, not new products.”

Also present at the press conference was artist Carla Tolomeo, who will exhibit at Superstudio Più “The Tree of Life,” a gigantic textile sculpture just back from the Venice Biennale 2024.

History, innovation and quality 

Reviewing the details of this edition was Laura Vella, Project Manager of Superdesign Show. To celebrate 25 years of Superstudio Più, the exhibition “Unforgettable - 25 years of design at Superstudio” will be held, a thanksgiving to the art of making and believing in the beauty and social commitment of design, with the participation of Acerbis, Alcantara, Alessi, Boffi, Cappellini, Cassina, Ceramica Flaminia, De Padova, Kartell, HENRYTIMI, Icone Luce, MDF Italia, Moroso, Poliform, Poltrona Frau, and Zanotta.

Among the protagonists of the Superdesign Show, in the independent pavilions, stand out for their innovative impact and ability to redefine the future of design, Lexus with a spectacular show staged around the automobile and Geberit with “Where water meets design,” an immersive experience that tells the story of the essence and power of water, proposing cutting-edge solutions for everyday well-being.

Several collectives bring to life projects that blend culture, tradition and innovation, bringing visions of distant and increasingly green worlds within the walls of Superstudio Più: Hong Kong Interior Design Association (HKIDA) with the exhibit “Urban Reflection”; Department of International Trade Promotion (DITP) & Thailand Creative Culture Agency (THACCA) with the exhibits “Slow Hand Design Thailand 2025” and “FRONT 100”; “Happy objects,” a selection of products, which read the concept of happiness in an innovative way; and finally Materially with “The Scale of Commitment,” the collective that has always highlighted the concrete commitment of material manufacturers in shaping a more sustainable future.

Numerous exhibitors and talks 

Superdesign Show 2025 also hosts a wide variety of exhibitors, each with their own original contribution to the design landscape and their own interpretation of the theme Happiness.

In a room at the center of the exhibition route, talks and impromptu presentations will allow the sharing of ideas with visitors. Among the appointments already defined is the cross promotion with ICFF (International Contemporary Furniture Fair) with a talk entitled “Good Design and Architecture create happiness”; the dialogue opened by Matrix4Design on the concept of Happiness with the presence of four authors of successful books on the theme, including Gisella Borioli; and the “Meet the artist” meetings, which include graphic-artist Daniele Cima, Italian painter Mao Sagao, artist Carla Tolomeo, sculptor Davide Dall'Osso and artist Mattia Biagi.