Seletti’s Pride Galvanizes Design Week
Another Pride for the Arco della Pace, no less colorful with Myss Keta, Dargen D’Amico, and Sarafine making the Design people dance. “We are design” is the message chosen by Seletti for the seventh edition of Design Pride, which linked the parade from Piazza Affari to the Arch, crossing the heart of the city and the 5VIE district. Sammontana, which chose Seletti for the creation of a special edition of the famous brand, presented the special collaboration and paraded along with the procession with a set inspired by traditional band parades.
Save the Duck, a 100% animal-free brand and main partner for the third consecutive year, took care of the final party, choosing a video installation to celebrate water as a value and common good. In the middle of the maxi screen was the artists’ station who performed during the evening. A sculpture accompanied the “waves” of the crowd, with Maurizio Cattelan’s L.O.V.E. becoming the protagonist of a 1:1 scale reinterpretation through the reMade by Cinecittà lens.
This year, the group of designers, artists, and performers who contributed to the event was also joined by “Adèss Pedala,” a project born from an idea by Pinky – a pillar of the iconic Milanese club Plastic – aimed at giving new life to vintage bicycles, turning them into true works of art.
Design Pride is conceived and developed by Seletti in collaboration with the NMG/5VIE art+design Association, an initiative aimed at fostering innovative projects within Zone 1 of Milan.
Text: Emanuela Colaci
Photos: Vincenzo Migliore
