From April 21 to 26 in Via Tortona, Morna Bar transforms into an immersive space where design and creativity converge, offering a unique experience blending aperitivo culture and conviviality
There is a moment during Milan Design Week when the city’s hectic rhythm gives way to the need to pause. It is exactly in that moment that PRINGLES APERIHOUSE steps in, redefining the ritual of the aperitivo as a playful and engaging design-led experience.
From April 21 to 26, 2026, Morna Bar at Via Tortona 21 becomes an immersive environment that transcends the boundaries of a traditional venue, taking on the feel of a lived-in, open, and ever-evolving home—one that remains in dialogue with everyone who enters. More than a setup, it is a narrative space where every element contributes to shaping an atmosphere.
Courtesy of Pringles
The project takes inspiration from the European campaign “Pass the Pringles”, translating its symbolic gesture—the act of passing—into experiential engagement. Inside PRINGLES APERIHOUSE, hands become the true protagonists: passing activates surfaces, walls respond, spaces transform. A direct interaction that makes the connection between everyday gestures and design both visible and tangible.
The house becomes a living organism: it welcomes, suggests, reacts. Every detail helps turn an everyday moment into a conscious, shared experience. Within this context, taste becomes a design element in itself. From 3 p.m. to 5 p.m., visitors can enjoy a relaxed, informal Pringles tasting. From 5 p.m. to 9 p.m., the experience evolves into a curated aperitivo, offering guests the opportunity to craft their own creation at the counter. A simple gesture that echoes, in an experiential way, the creative process at the heart of design.
Courtesy of Pringles
Balancing space, interaction, and consumption, PRINGLES APERIHOUSE becomes not just an entertainment venue but a relational platform—capable of welcoming diverse audiences and offering an engaging break within the heart of the Tortona district.
More than an invitation, APERIHOUSE is a journey: entering, passing, activating, and temporarily inhabiting a space that, for six days, transforms the aperitivo into an experience rich in nuance.
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