Design Pride 2025: Milan Dances to the Rhythm of Limitless Creativity
The streets of Milan burst into colour and creativity thanks to the eighth edition of DESIGN PRIDE—the parade that transformed the city into a whirlwind of art, freedom, and pure fun. Curated by Seletti, the event put expressive freedom at its very core, drawing thousands of people into a lively procession through the 5VIE district, ending in a wild party in Piazza Affari (yes, right in front of Maurizio Cattelan’s infamous middle-finger sculpture).
This year’s message, “WE ARE DESIGN,” was an open invitation to unleash one’s creativity with zero inhibitions, in an atmosphere of inclusivity and joyful anarchy.
The parade kicked off in Piazza Castello, where a music truck sparked an explosion of sound and rhythm. The lineup—featuring Boss Doms and DJ Shorty—kept the crowd dancing nonstop. Keglevich, the bold and unconventional partner of the event, brought the energy of its Skip The Ordinary spirit with signature cocktails and a design-worthy Airstream, turning heads as it rolled through the streets. And to sweeten things up, Sammontana served its iconic gelato from a vintage cart, adding a nostalgic touch.
But that’s not all. This year saw a particularly colorful debut: for the first time ever, the legendary Viareggio Carnival joined the parade with Silvano Bianchi’s masked float “Insieme sotto lo stesso cielo” (“Together Under the Same Sky”).
So don’t be fooled—DESIGN PRIDE isn’t just any old parade. It’s an explosion of energy, a celebration of creativity that calls on young talents, students, and design lovers to step out and shine. It’s a must-attend for the ever-surprising Milan.
Text: Germano D’Acquisto
Photos: Elisa Trento
