March, 20 2019


For the fourth year, DESIGN PRIDE invades the 5 VIE district with its pop and democratic spirit.

Together with Seletti, the street parade will feature Esselunga, which will parade with its iconic vans customised using the creativity of the students of the IED Milan, and Sammontana which will animate the parade with an exceptional performance.The event continues with the great final party Tempo Rocks Piazza Affari, which celebrates the new and original Tempo handkerchief box by Diesel, and with a surprising food experience from Heinz.


Wednesday 10 April 2019, from 18:00 to 24:00 


DESIGN PRIDE – departure from Piazza Castello (corner of Via Minghetti): 18:00 


DESIGN PRIDE, the most democratic event of the Milano Design Week, returns for the fourth consecutive year to invade the 5 VIE district with its ironic and engaging spirit. The date is on Wednesday 10 April 2019 at 18:00 in Piazza Castello (corner of Via Minghetti): from here, the evocative parade will cross the district until it arrives at Piazza Affari for the unavoidable final party.

This year the street parade, led by the design brand Seletti, will feature Esselunga, one of the best known brands in the large-scale retail sector and much loved for being synonymous of excellence and quality; Tempo, the handkerchiefs of the emotions, which are distinguished by their always original and fun packaging; Heinz, the historic American food brand whose sauces are true icons of taste known throughout the world; and Sammontana, the company that has always represented the authentic joy of real Italian ice cream, the cheerful and ironic conviviality associated with the summer. 

Thanks to the commitment of Esselunga, this year’s DESIGN PRIDE once again confirms its vocation as a “showcase” for young talent. The students of the IEDIstituto Europeo di Design (European Institute of Design) have the unique opportunity to show their creativity to the public, literally bringing their ideas to the streets and parading alongside some of the most successful international designers. In the workshop in which they will take part in March, students are invited to imagine the scenography that will enliven the parade, developing a creative concept for the decoration of the Esselunga vans: DESIGN PRIDE thus becomes a unique opportunity for them to engage with a design theme linked to the set-design of a public event. With this project, Esselunga, which has always stood out for its highly contemporary and current vision, confirms its ability to support the most disruptive and original forms of modernity.

The historic Italian ice cream company Sammontana, a symbol of joy, flavour and carefreeness, participates in the parade with a special performance that invades the streets of the city, inviting the design lovers to join in a collective scene that presents the irony, joy and conviviality that has always characterised the brand.

The party continues under the “middle finger” statue by Maurizio Cattelan with Tempo Rocks Piazza Affari: the great final party of DESIGN PRIDE – which has become the unmissable event of the week for more than 3,000 people – this year celebrates the new look of the Tempo handkerchief boxes designed by Diesel. A totally black dress covered with sparkling studs in pure “glam rock” style is the distinctive feature of the boxes that hold the handkerchiefs, which are highly resistant even in the washing machine, as well as being soft and delicate on the skin, turning the boxes into real collectible design objects, perfect for decorating your home or office. In a play of light and projections, the mood of the new boxes invades Piazza Affari to enliven the most awaited party of the Milan Design Week.

In addition, for the first year, Piazza Affari host a surprising food experience from Heinz, the American brand that has become part of the collective imagination thanks to the popularity of its famous sauces. To celebrate its 150th anniversary, Heinz collaborates with Seletti to create a limited edition of 150 meals which elevate its Ketchup to the status of a POP icon. What better opportunity to start this collaboration than to enliven the square with a fun and original project dedicated to the passion for street food, thus matching the lively and out-of-the-box spirit that characterises DESIGN PRIDE.

Every year, the colourful procession of floats, banners, music, dances and live performances sees the active participation of numerous Italian and international designers. For the first time at the parade, Giampiero Romanò, the ironic and visionary Milanese designer will parade on a scenic float made up of his original mirrors: a creations that reveal his unique passion for the vintage, craftsmanship and modernity. Niccolò Spirito’s STUDIO411 takes part with an original installation: a historic bus, out of service since 1987, transformed into a real seventies club. Also featuring in the event are some of the designers who have found in Seletti an ideal partner with which to develop successful projects, such as Studio Job, the craziest and most innovative creative design duo, Toiletpaper, the irreverent picture-based magazine that was founded by the artist Maurizio Cattelan and the photographer Pierpaolo Ferrari, and the Italian designers Marcantonio, Elena Cutolo and Antonio Aricò.

DESIGN PRIDE is a project sponsored by the Municipality of Milan that is part of “5 VIE Art + Design”, an initiative aiming at promoting innovative projects with a focus on design in Milan’s oldest area.