Behind the scenes of Milan Design Week 2023 by the “real” stars of the show

As Spring arrives across Europe, it brings with it warmer days, longer nights and of course – the awaited Milan Design Week. Media coverage, social media buzz, design districts, events, press previews, talks, immersive installations, product launches, food pop-ups, aperitivos, dinners, cocktail parties, opportunities, collaborations, seeing old friends and making new ones.

With this and much more (yes, the list is endless), another round of it that took place from 17 to 23 April has come to an end. But year after year – what makes it a success? And mostly importantly who? From Giulia Castelli to Martina Gamboni, Bianca Maria Bertolissi, Maria Elena Barbati and Alessia Rizzetto – these are some of the founders of PR powerhouses who help make this week what it is. 

With exhibitions spread across the city including the 61st edition of Salone del Mobile – this year the fair, according to Forbes, recorded a 15% increase on attendance from 2022 (2000 exhibiting brands and 307,418 attendees from 181 countries flocked to Milan from across the globe). 

There was a rapid shift back to overwhelming physical events in the city’s expansive gardens, iconic magnificent palazzos, rich historical buildings, showrooms, boutiques, convention centers and more – despite the hiatus and rise of digital alternatives during the pandemic-imposed lockdowns. And the ones effortlessly making every fresh talent, independent creative, designer and brands vision and goal a reality as their backbone was a PR Agency.

“Events usually last a couple of hours but there’s weeks of planning, if not months, behind every single one!” shares Rizzetto.

A rollercoaster of bursts of energy, rush of dopamine, increasing excitement levels, long working hours, countless cups of coffee, tons of research, overload of inspiration and creativity, strategizing, coordination, shoots, unpredictable weather, glitches, moments of getting ready and working from parking lots, tired but happy faces, ending the night with a Negroni Sbagliato at Bar Basso.

We decided to go behind the scenes with each agency to know and see WAY more than what meets the eye. So come hop on to know more about this ride!

1. Giulia Castelli (GC Agency)

Tell us about yourself and your agency.

Giulia Castelli:

“So I’ve worked in the design industry for over seven years now. I graduated from Politecnico di Milano in Communication Design and gained several international experiences between Paris, Amsterdam and the US. To be honest – I realized from the get-go that I couldn’t and wouldn’t have done anything that wasn’t linked to the design sector.

I’ve worked for a Milanese communication agency for about four years – one of the best in this market – which was undoubtedly an enriching experience. I then decided to try working for myself – an adventure that was also made possible thanks to the precious support of many and beloved friends, brands and colleagues that pushed me to build the courage to jump.

After the first two years of working independently – I realized that I wouldn’t have been able to bring forward ambitious projects solely on my own, so I started looking for talented collaborators that shared my same professional spirit. This is how I’ve opened my own agency – GC Agency – with the main desire to create meaningful relationships between our clients and their target audiences by delivering creative and effective communication strategies.

I like to define our agency as a “boutique firm targeted towards the creative realm” – we specialize in brand strategy, public relations and event management, while working on a diverse range of clients across various sectors, mostly focusing on design and architecture but contaminating them with art, fashion and hospitality.”

Who were the clients that you represented during Milan Design Week 2023?

Giulia Castelli:

“We were very proud to work alongside brands, realities and creatives that we truly admire. We worked with the pioneering and trendsetter collectible design gallery NILUFAR, the design brands ALIAS, Moooi, Poltrona Frau, Redduo, Vero, Zucchetti Kos, the digital artist and designer Andrés Reisinger, the high-end jewelry maison Buccellati, the Milanese fine dining restaurant Horto, the creative space Riviera and last but not least the luxury hair salon Smiths & Co.

Our work is always different – as each of our clients have a unique perspective and approach to design; we were truly thrilled to help them unveil their work to the international design community.”

Could you take us through the process of how you curated each event throughout the week? What would you like to highlight and want readers to know about all the work that goes into this?

Giulia Castelli:

“The process of curating an event during Milan Design Week is an exceptionally complex one that involves months of planning and careful coordination.

We take into account the client’s objectives and target audience and consult them on what we believe to be the best approaches. We work alongside them to support in the organizational aspects, ensuring everything moves like clockwork and coordinating suppliers (such as photographers and catering).

A considerable part of our work is dedicated to the guest list curation, which of course always differs depending on the occasion and the request. For instance, sometimes we only follow the press office side of some projects, some other times it’s talks, dinners, parties…it really depends, but in order to make everything work you have to be super organized and precise – we try to master that art.”

What were the challenges that you faced and what was your favorite part about Milan Design Week 2023?

Giulia Castelli:

“The biggest challenge is also what makes Milan Design Week so special – navigating the uncertainty and being ready for the unexpected. Whatever the case may be – “the show must go on”.

My favorite part this year was witnessing the team work together and with the clients so seamlessly and most importantly, with always a positive spirit of cohesion.

Our work can only be successful if done together and it’s therefore essential to build a sincere and transparent relationship between us, the clients and the creative community that supports us.”

How do you define a successful event in a situation like Milan Design Week 2023? What were the results that you were looking for and did you achieve them for your clients? But apart from this – what did you take away from it and what’s next for you?

Giulia Castelli:

“A successful event is one that achieves the client’s objectives while also creating a memorable experience for everyone who participates. Our clients had specific goals – namely increasing brand awareness, generating leads and connecting with industry opinion leaders. We tracked and measured these metrics throughout the week and were pleased to see incredibly positive results.

I was so deeply impressed by the resilience and creativity of the design community in the face of challenges; Milan was exploding with energy and desire to share, which instilled in me an even greater excitement in continuing to work in such a unique industry!”

2. Martina Gamboni (Strategic Footprints)

Tell us about yourself and your agency. 

Martina Gamboni:

“I’ve always been attracted by how to launch and position a product on the market. Based on this, I studied communication and business economics and 18 years ago, I found Strategic Footprints – a communication consultancy and services agency that produces strategies and develops projects.

The objective has always been to assist a company or organization in finding its identity and based on this – build its universe and its way of being.”

Who were the clients that you represented during Milan Design Week 2023?

Martina Gamboni:

“Design Week is undoubtedly the most important moment of the year, so we followed many projects. What represents us today is the ability to work at different levels of communication and with companies with different dimensions and needs.

We loved communicating CONVEY in which independent brands exhibited and La Manufacture at Casa Manzoni. We organised a tour of the bathrooms of historic Milanese cafés and restaurants dressed for the occasion with La DoubleJ wallpapers. We presented the new corporate direction of brands such as Kristalia and Besana at the fair as well as the opening of Very Simple:Kitchen‘s first Milan showroom.”

Could you take us through the process of how you curated each event throughout the week? What would you like to highlight and want readers to know about all the work that goes into this?

Martina Gamboni:

“The process behind every event is always tailor-made. With some clients, we have been involved in studying and thinking about the brand strategy; in this case, the work starts months before, even years, and requires analysis and research phases to find that element that will make that brand stand out among a multitude.

After this fundamental step, we build and develop individual strategies for all areas of the company, especially marketing and communication. In some cases, we only produce the event, so the starting point is different, but even in this case, we always think strategically and work a lot on experience and details.

In all cases, our proposals are strategic but very functional and concrete. We like projects where – both in the short and long term – we can appreciate and measure results and where we see real growth, including cultural growth.”

What were the challenges that you faced and what was your favorite part about Milan Design Week 2023?

Martina Gamboni:

“The challenges we face today are many and at different levels. Today, the success of a project is left to communication. While I am happy that communication today sits at the decision-making table, it cannot have this kind of power.

As usual, it’s not quantity but quality that counts. To have quality contacts, you need clear and measured objectives.

The most beautiful part? All phases are beautiful, even the most tiring ones. But to see visitors amazed by the final exhibits is priceless!”

How do you define a successful event in a situation like Milan Design Week 2023? What were the results that you were looking for and did you achieve them for your clients? But apart from this – what did you take away from it and what’s next for you?

Martina Gamboni:

“If an event has success (and not the instant one given by social media), we will realise it in the following months, when some of the situations created will materialize into real business opportunities.

The next goal will be to continue to think of projects that have meaning, create new languages and through these elements – create good opportunities for companies and products.”

3. Bianca Maria Bertolissi and Maria Elena Barbati

Tell us about yourself and your agency. 

Bianca Maria Bertolissi:

“I studied Italian Literature in Venice and started working as an editor for some independent publishing houses in Milan, such as Iperborea and Il Saggiatore. After a few years, I moved to New York City for several months where I collaborated with the Italian Institute of Culture on a retrospective of Pasolini at MoMA. After this experience – I returned to Italy and realized that I wanted to continue working in the cultural field, but in a more dynamic way. So, I started working at an agency specializing in design and after a few years, I left to start working independently.

In 2018, I began collaborating with Maria Elena Barbati, who is now my associate. She grew up in a family surrounded by art, studied Fashion Communication and worked as a PR for agencies and fashion brands, such as Costume National. In 2018, she left her position in an agency and decided to work independently as well.

In a very natural way – we started an ongoing dialogue about our projects and we decided to create a small boutique agency where we personally follow our clients. We don’t just act as external consultants, but we become a part of the brands we work with. Our clients are cross-cultural, ranging from design to fashion and art.”

Who were the clients that you represented during Milan Design Week 2023?

Bianca Maria Bertolissi:

“We represented our annual clients, such as the ceramic brand Mutina; the shoe company Marsèll which produces a design show in their showroom every year; the innovative Italian technology XL EXTRALIGHT®; the Milanese brand SEM; the edition brand by Spotti Milano and the Belgian rug company JOV.

In addition to that, we also collaborated on two exhibitions – the solo show of the French designer Constance Guisset at the Institut Francais in Milan and the independent show Campo Base, curated by Federica Sala.”

Could you take us through the process of how you curated each event throughout the week? What would you like to highlight and want readers to know about all the work that goes into this?

Bianca Maria Bertolissi:

“Each project is very different because each brand has its own peculiarities and needs. The most important thing for us is to pay attention to the process of creating communicative tools that we use to narrate the story of each project.

In a world like ours that communicates so much – the quality of these tools from images to videos and texts but also new mediums – can make a significant difference.

Of course, in addition to the tools – we also rely on a strategic calendar that keeps track of international events and personal contacts with relevant people in media and culture.”

What were the challenges that you faced and what was your favorite part about Milan Design Week 2023?

Bianca Maria Bertolissi:

“Last year, Design Week was in June and this year it returned in April. This means we had three fewer months to prepare for the shows, which was super challenging in terms of timing.

And what we love the most are the preview days for journalists and guests, when we finally get to touch all the products and see the setup and everything is about to start!”

How do you define a successful event in a situation like Milan Design Week 2023? What were the results that you were looking for and did you achieve them for your clients? But apart from this – what did you take away from it and what’s next for you?

Bianca Maria Bertolissi:

“We believe that a successful event is one that marks the beginning of something. We don’t just see the shows as the end result of our work – but rather as a starting point to build personal contacts for our clients that can bring new synergies to their brands.

This year, many international contacts returned to Milan – providing us with an amazing opportunity to see old friends and make new ones!”

4. Alessia Rizzetto (AR PR & Communication)

Tell us about yourself and your agency. 

Alessia Rizzetto:

“I started working in the PR industry back in 2010 when, right after graduating in Law at Bocconi University, I followed my passion for food and I became the Italian PR for Le Fooding.

After Milan, I moved to Paris and New York. I loved it so much and I started getting my results recognized. I then moved back to Milan, with no business plans nor expectations, but with my baggage much bigger than when I first left.

The projects started growing and so did the team throughout the years. I got surrounded by talented professionals who helped me consolidate the positioning of the brand and increase the business.

We, at AR PR & COMMUNICATION, like to dream big therefore we are currently working on an internalization process that will allow us to give our clients worldwide strategic and operative support.”

Who were the clients that you represented during Milan Design Week 2023?

Alessia Rizzetto:

“We enjoyed this edition of the Milan Design Week because we chose to dedicate our energies to a few selected projects and strategic partnerships with the wineries we represent together with the design districts in town.

The most remarkable ones for sure was the one with Strega and Swing Design Gallery that took place at Dry Milano with the involvement of Lucia Massari.

Very cool and extreme was also the one we created for Cocciuto, partnering with Francesco Musci and his “tidy tips” to create a unique experience with a dominatrix – who was entertaining our selected blindfolded guests in the newest Room 26.”

Could you take us through the process of how you curated each event throughout the week? What would you like to highlight and want readers to know about all the work that goes into this?

Alessia Rizzetto:

“Each project starts with a strategic goal that each client shares at the beginning of the collaboration.

Our strong creative approach allows us to imagine outstanding experiences that turn into reality thanks to the work of an amazing team that takes care of the – event production, location scouting, visual identity, press office and digital PR activations that boost the visibility of the project itself.”

What were the challenges that you faced and what was your favorite part about Milan Design Week 2023?

Alessia Rizzetto:

“You always have to fight against time and unpredictable events but what I’ve learnt throughout the years is that there’s always a solution for anything so I just use my creative approach to turn problems into opportunities.

What I loved the most about Milan Design Week is the explosion of colors, sounds, cool people and amazing projects that fill the city with good energy and inspiring installations!”

How do you define a successful event in a situation like Milan Design Week 2023? What were the results that you were looking for and did you achieve them for your clients? But apart from this – what did you take away from it and what’s next for you?

Alessia Rizzetto:

“You succeed in your events when you reach the KPIs set at the very beginning.

Cool people, positive vibes, social media buzz and media coverage are some of the key factors that can measure the success of an event.

If people still talk about your events weeks or even months later, it means you did something remarkable and the brand you represented will benefit from this for even longer.

Next step – traveling and getting more inspirations from anything around me in order to set unforgettable projects for Milan Design Week 2024!”