Miart 2025 is preparing to open its doors from 4 to 6 April at the Allianz MiCo Central and it does so with a visual campaign by Cabinet Milano that celebrates dialogue, multidisciplinarity and collaboration. The title? Among Friends, a hymn to sharing and creative exchange, inspired by the principles of Robert Rauschenberg.

Behind this new visual identity is the Milanese visual communication studio that has been able to transform the concept of interaction and participation into images. With an artistic direction that mixes photography, video and graphics, the project plays on a subtle balance between recognisability and mystery: the shots by Marton Perlaki, created in collaboration with Dodi Vekony, portray actors immersed in enigmatic, almost performative actions, leaving the viewer free to imagine contexts and meanings and above all to interpret them.

The result is a powerful campaign, where the overlapping of graphic and visual elements creates an unmistakable aesthetic. Cabinet Milano and miart, once again, demonstrate that art and communication can merge into an engaging visual story, capable of evoking the profound meaning of a fair that is, first and foremost, a place of meeting (and comparison).