At Lago, design is a tool for bringing positive change to our way of experiencing space, generating empathy between interiors and the people who live in them. Each year, we propose a socially relevant theme for Design Week: for 2017, we chose kindness.
Guided by our tireless commitment to research and innovation, this year at Milan Design Week we presented Never Stop Living Kindness, a new chapter in our long-term initiative to put people and culture at the centre of design. In confirmation of the incredible power of this way of thinking about design, Milano Design Week opened with a visit from the President of the Italian Republic, Sergio Mattarella, who chose to visit our stand, out of the four outstanding entries selected for Made in Italy, appreciating our content and bold message.

MDW17 Daniele Lago Sergio Mattarella

Other exceptional encounters unfolded at our stand, which was less like a commercial space than a place of culture and value. Carla Fracci, queen of dance, visited her room ‘White Reflections’ with her husband. Greeted by the flashing cameras of visitors and photographers, she graced us with a special moment, even trying out the barre suspended on glass legs, custom designed for her.


Some of the other women of Never Stop Living Kindness also visited the rooms they inspired.

Patrizia Bambi, Creative Director of Patrizia Pepe, had a few photos taken in the ‘Metropolitan Suspension’ living room, which was custom designed around her personality. Cristina Celestino, a renowned architect and interior designer, visited the space she created with Pokerbeb, ‘Il cielo in una stanza’. And the captain of the national volleyball team, Maurizia Cacciatori stopped by with her contagious smile, and shared a few anecdotes from her career and her vision of kindness in the room designed for her, ‘Timeless shelter’, with Daniele and Rosanna Lago.

Never Stop Living Kindness also spread to the locations of the Fuorisalone. The Appartamento Pokerbeb at Via Brera 30 was a site for reflection on design for students and professors from the Politecnico di Milano: their project ‘Never Stop Seeding Kindness’ was presented at our Appartamento, offering nine ways of understanding kindness in different places and moments of everyday life, in the form of products, rituals and events.

Never stop Seeding Kindness Appartamento Lago Politecnico di Milano

CASA Pokerbeb, our new location at Via San Tomaso 6, played host to a packed calendar of events, including conversations with some of the women involved in the project, including the female managers of Intesa Sanpaolo, who along with Microsoft talked to us about their ‘working smart’ project and kind work spaces. Lella Golfo, President of the Fondazione Marisa Bellisario, talked to us about how to promote women in entrepreneurship. Cristina Celestino and Luisa Collina talked to us about how to design kind spaces, and Carla Fracci talked to us about kindness in the dance world.

Casa lago Milano Duomo

We will keep up our work of mixing design with the important themes of modern life… Never Stop!

@ Pokerbeb SpA

Via Artigianato II, 21, 35010 Villa del Conte (PD)

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