Mason's shop in Milan and the Brera Design District 2024

As every year, one of the most anticipated events in the city of Milan is the Fuorisalone: a series of exhibitions, presentations, and meetings that take place alongside the Salone del Mobile and animate the most creative and dynamic neighborhoods of Milan, such as the Brera area, the Ventura Lambrate district, and the Tortona Design District.

In particular, we wish to focus on the Brera district through the following topics:

• Introduction to Fuori Salone 2024 and Brera Design District

• The main events and installations in the Brera Design District

• The emerging trends in design and furnishing

• Mason's and its relationship with design

• Furnishing and design in the Mason's store in Milan

The Milan Fuorisalone, also known as Milan Design Week, is an annual event held in Milan, Italy, during the week of the Salone del Mobile, the world's largest design and furnishing fair, which this year takes place from April 15 to April 21.

To learn more about the Salone del Mobile 2024.

The Fuori Salone thus takes place concurrently with the furniture fair and involves numerous locations throughout the city, including showrooms, galleries, exhibition spaces, and museums, hosting events, exhibitions, and product presentations related to design, architecture, and contemporary art, attracting a large number of visitors.

In particular, the Brera Design District is the fair's main reference point for creativity and innovation in the furnishing world: its strategic location and the presence of important artistic and cultural institutions, such as the Brera Academy of Fine Arts and the Design Museum, make it a place of great interest for enthusiasts of the sector.

The Brera Design District thus becomes the most important design promotion district in Italy, an international reference point and the center of Milan's creative, commercial, and cultural development. Its goal is to support the design sector by highlighting strengths such as attention to detail, artisanal tradition, the culture of making, and project planning. At the same time, the district proposes a more advanced development and dissemination model, leveraging the strategic levers of contemporary industry, such as distribution, promotion, communication, and connectivity.

This year the Brera Design District offers a wide range of events and exhibitions, ranging from public art installations to design and furnishing product shows. Here are some of the main events and installations not to be missed in the district:

• Brera Design Apartment: an apartment in the heart of Brera transformed into a temporary exhibition space, where emerging and established designers present their latest creations.

• Interactive installations: the streets of Brera transform into an open-air laboratory, with interactive installations that invite the public to immerse themselves in the design experience and discover new perspectives.

• Temporary exhibitions: art galleries and exhibition spaces in the district host temporary exhibitions dedicated to design and furnishing, presenting the latest trends and the most interesting innovations.

• Showrooms of international brands: many leading companies in the furnishing and design sector choose the Brera Design District as the location to present their new collections, offering the public a unique opportunity to discover the latest news.

• Meetings and workshops: the Brera Design District also becomes a place of exchange and sharing, with meetings, conferences, and workshops dedicated to the themes of design, furnishing, and fashion.

If you are interested, the following page lists all the must-see events in the Brera district.

The emerging trends in design and furnishing at Fuori Salone 2024

The Fuori Salone is an unmissable event to discover the latest trends in design and furnishing. In the Brera Design District, this year one can observe some emerging trends that will surely influence the future of the sector:

• Sustainability: a growing interest in sustainability and ecology is reflected in the choice of eco-friendly materials and creative recycling, with particular attention to reducing environmental impact.

• Technology and connectivity: design merges with technology, with products and solutions that integrate smart features and connectivity to improve daily life and make home spaces increasingly interactive.

• Inclusive design: a growing focus on diversity and inclusion translates into furnishing and design solutions designed to adapt to different needs, abilities, and lifestyles, making environments accessible to everyone.

• Personalization and customization: personalization becomes a key element of design, with products and solutions that allow spaces and objects to be adapted to personal needs and tastes, to create unique and tailored environments.

• The return of vintage and handmade: the charm of the past and the importance of craftsmanship are felt in contemporary design, with a return to vintage styles and handmade pieces that add a touch of authenticity and warmth to environments.

Design is a fundamental element both in the world of furnishing and in fashion. The search for shapes, materials, and innovative solutions characterizes both sectors, and the Fuori Salone 2024 offers a unique opportunity to explore the latest trends and discover how these intersect and influence each other. Not by chance, fashion and design are linked by the fact that both deal with creating objects that are beautiful, functional, and meet the needs of consumers.

In particular, the Mason's brand is linked to the beauty and elegance of certain Italian locations, whether they be historic villas with lush gardens or timeless villages overlooking the sea. The concept of luxury thus becomes an aesthetic experience in which art, design, and innovation are combined, giving life to a new concept store, where the minimalism of the camouflage pattern and smoky mirrors leave room for cheeky and ironic design objects.

Design and interior furnishing of Mason's flagship stores

Not far from the Brera design district, at Corso Garibaldi 55, is one of the flagship stores of Mason's, whose goal is to communicate the style and corporate values in an engaging and tangible way: the customer care, the furnishing, the design, the lightning welcome the customer and immerse them in the world of Mason's.

The design and furnishing of the stores are inspired by Mason’s heritage DNA, where a sophisticated and minimal military chic style dominates, playing on the pattern of camouflage. The tone-on-tone black camouflage brings us back to the origins of the brand with its gabardine garments with multifunctional pockets but at the same time gives us an idea of elegance, design, and Italianity. In addition, Mason's stores always have space for different design objects: currently, if you enter our stores, you will find a fiberglass statue of a gorilla decorated with a camouflage print, an eccentric and fun element that confirms the link between the brand and design.

Visiting the Brera Design District is an unmissable experience for anyone interested in design, art, and Italian culture because it offers a unique opportunity to immerse oneself in a creative and vibrant environment in the heart of Milan. Participating in the design week can also be an opportunity to discover the world of Mason's firsthand and observe how fashion and furnishing meet and merge in the Milanese store of the brand.