Multidisciplinary, international, and as multifaceted as a prism: through immersive environments and cross-disciplinary dialogues, Tortona Rocks stages the encounter between industry, culture, and experimentation—opening up new perspectives on the role of design in our time
The eleventh edition of Tortona Rocks returns to Milan Design Week with the theme Design to Change Everything, framing design as a proactive force capable of responding to a rapidly shifting world. Rather than presenting a single narrative, the programme unfolds as a constellation of installations, exhibitions and cross-disciplinary collaborations exploring the intersections between technology, culture and industry.
At the centre of the district is Opificio 31, a former industrial complex that serves as the main hub for the event.
Among the highlights, the world of interior design is represented by Archiproducts Milano, which completes its tetralogy on the elements with Fòco, Living Notes by Studiopepe. After Earth, Water, and Air, fire becomes the protagonist of this final chapter, interpreted by Studiopepe, founded by Arianna Lelli Mami and Chiara Di Pinto, as a layered installation of matter, light, and form that emphasizes contrasts, tensions, and harmonies. The concept is called Living Notes: a space with multiple identities designed to inspire architects and design professionals.
IQOS, together with Devialet, the French leader in acoustic innovation, presents Soundsorial Design: an immersive environment in which sound, water, and movement create a responsive material that reacts to the presence of the audience, transforming every passage into an interaction. Technology-driven creativity is explored through Swatch AI-DADA, a laboratory-style installation where artificial intelligence draws from the brand’s extensive design archive to generate new watch concepts based on visitor input.
Courtesy of Tortona Rocks
In parallel, Italian design and engineering firm Italdesign, founded by Giorgetto Giugiaro, showcases its multidisciplinary approach spanning automotive, aerospace and product design, including the Honda NSX Tribute by Italdesign. Across Opificio 31, additional projects range from collectible 20th-century design pieces presented by All’Origine Boutique to the colourful, large-scale objects of CANDYSLAB, the sculptural mannequins of Hans Boodt Mannequins’ REBEL collection, and modular kitchen systems by Foroo. The programme also features Zeekr Design, which reveals the creative process behind the Zeekr 7GT electric vehicle, and a participatory installation by uau studio, where visitors contribute directly to the design process.
Beyond the central hub, the programme extends throughout the Tortona district. In Via Tortona, McDonald’s marks its 40th anniversary in Italy with POOL. Unlock Your Memory, an exhibition curated by Nicolas Ballario exploring the relationship between pop culture, collective memory and contemporary art. Other installations include a showcase of emerging Japanese designers by Bud Brand, the experiential interior concept Moments of Joy by Maisons du Monde, and Haier – Inside the Experience, which explores the evolving relationship between technology and domestic life.
Together, the projects position Tortona Rocks as one of the most experimental platforms of Milan Design Week, highlighting how design continues to evolve across disciplines, industries and cultural context.
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