Tastings, design, encounters, sold-out masterclasses, and a space that was constantly alive: Franciacorta’s first appearance with a dedicated project turned into one of the most successful events of Milan Design Week.
Nothing was missing from the program: glasses poured nonstop, sold-out masterclasses, immersive tastings, visiting designers, industry professionals, spontaneous meetings, conversations that began over a bottle and continued long after the final toast. Even those who had stopped by for a quick visit ended up staying longer than expected.
Franciacorta’s first participation in Design Week with a tailor-made event proved to be a clear success, attracting visitors and curiosity from the very first days. It was not merely an institutional presence, but a space with a distinct identity, conceived to tell the story of Franciacorta through contemporary languages, in harmony with the city during its most international moment.
Inside the Slowear showroom on Corso Sempione, Franciacorta Studio found the perfect setting: elegant, essential, and welcoming. A space where wine engaged in dialogue with design, materials, and a certain idea of Italian style defined by quality without ostentation.
At the heart of the project was Materiæ, an exhibition path dedicated to the relationship between nature and transformation. The soils of Franciacorta, the biodiversity of the territory, the role of Lake Iseo, and the value of time were presented as the foundations of a precise identity, from which a wine is born that makes patience and care its defining traits.
Alongside this narrative, the collaboration with Luce di Carrara added visual and material depth to the project. For the occasion, Pierattelli Architetture presented bespoke objects created specifically for Franciacorta service: bottle holders, ice buckets, wine coolers, coasters, and marble trays, all capable of transforming the ritual of service into an even more elegant gesture.
The Aroma Bar was also highly appreciated, becoming one of the event’s busiest spaces. Here, visitors discovered the characteristic aromas of Franciacorta through a sensory journey that was direct, intuitive, and engaging. An intelligent way to introduce even less experienced guests to the world of wine and transform tasting into an experience.
As for the masterclasses: every session sold out. A clear sign of genuine interest in formats built with care and substance. Among the most successful appointments was Beyond the Senses, a blind tasting of five wines led by visually impaired sommelier Luca Boccoli, who invited guests to shift perspective and rely entirely on smell, taste, and perception.
Throughout the week, the Corso Sempione venue — despite being outside the most predictable Design Week routes — maintained a constant rhythm: industry professionals, members of the press, wine enthusiasts, Italian and international visitors, familiar faces, and curious passersby. Always full, yet never chaotic, with that rare balance that distinguishes thoughtfully designed events.
The collaboration with Radio IULM and the live-produced video content also helped amplify the narrative, capturing the movement and energy of intense days filled with encounters and exchanges.
The final result was unmistakable: Franciacorta made its Design Week debut with personality, creating an event that was credible, contemporary, and perfectly aligned with its positioning. A first edition that already felt like a confirmation.
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