Milan design week's brandification: Has corporate influence reached a tipping point?
By
Dezeen staff
1mo ago· 4 min readenInsight
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Summary
This Dezeen Weekly episode analyzes major trends from Milan design week, focusing on the increasing presence of corporate brand installations ("brandification"), the prevalence of food and inflatable designs, and whether these trends are linked to broader geopolitical issues. The article questions whether the festival has reached a tipping point where corporate influence overshadows authentic design.
Key quotes
· 3 pulledIn this episode of Dezeen Weekly, we reflect on the major trends from this year's Milan design week, and discuss whether the festival has reached peak 'brandification'.
Why did food and inflatables have such a big presence in Milan this year? Could there be a link to the geopolitical issues gripping the globe?
Also, did this year mark a tipping point for corporate installations?
In this Dezeen Weekly, we reflect on the major trends from this year's Milan design week and ask whether it's reached peak "brandification".
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