Reflecting on the show where car brands really get creative
Unlike regular car shows where most of the activity is at the exhibition show space itself, during Milan Design Week the whole northern Italian city is overrun by design events and exhibits, and well beyond the ‘Salone del Mobile’ furniture fair, which over time has spawned the wider Design Week calendar.
Car makers have been attending in small but increasingly significant numbers since at least 2013, when Lexus started sponsoring its design awards at the show and BMW teamed up with the Bouroullec brothers. At this year’s event, which ran from 8th-14th April, there was no BMW, but Lexus has remained a consistent presence.
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