About Superdesign Show

Since 2000 Superstudio, with its two locations Superstudio Più and Superstudio 13, has been the initiator of the project that spread design into the city, bringing it out from its institutional headquarters of the Fair. Starting from the Tortona District, where Superstudio is based, the April Design Week   expanded throughout the whole Milan. A true city phenomenon replicated by other districts and a case study around the world.

The great quality, commitment and selection of Superstudio’s project has changed title over the years (from Temporary Museum for New Design to Superdesign Show) but it has always been led by Gisella Borioli, CEO of Superstudio Group with the collaboration of Giulio Cappellini, designer, art director and great character of the world of design. The project has helped the city of Milan to earn a unique and international prestige and authority.

Today Superdesign Show presents a coordinated direction and continues following its mission: “Only The Best“. Innovating constantly, presenting the latest valuable news from the worlds of design, technology and lifestyle in a landscape that unites great brands and start-up, archistars and young designers, industrial productions and proposals of craftsmanship under the sign of quality. This is the goal we achieve in our Milan venues during every Design Week.


NEWS 2020 Superstudio Maxi in via Moncucco in Milan, new hub for art, design, fashion, lifestyle, innovation, culture and communication. Superstudio Maxi, the new location that will be added to “13” and “Più” to bring more beauty, culture, innovation, vitality in the “Moncucco district” already alive with the presence of Iulm University, with the “big names” architectures installed in an exceptionally green area touched by the Lambro canal. Superstudio Maxi owes its name to its 10.000 sq.m area, including a single floor of 7.200 sq.m of covered exhibiting space with maximum capacity of 3.400 people simultaneously, the largest private exhibition space in Milan. It is the first Leed-certified location for events in Europe (world regulation for the construction of ecological buildings).

An operational team and a communication office are active all year with continuous promotions and initiatives also connected abroad, among which @AT Superstudio Magazine on paper and downloadable online, in Italian and English. Superdesign attracts about 100.000 visitors and 2.000 journalists, mainly professionals, also with days dedicated to simple design lovers and Italian and foreign students.





4-10 September 2021, the September Special Edition of Superdesign Show marks a rebirth, a change and is a new format made up by several thematic and curatorial exhibitions. Change, Made in Italy, women, human technology, digital and virtual: a project by Gisella Borioli with the art-direction of Giulio Cappellini and the contribution of numerous curators offering an articulated and complete overview of contemporary design: different projects for the different souls of design.
A show that identifies, enhances and communicates the constants and novelties of a world in continuous evolution and r-evolution. r/evolution will be a multidirectional path presenting a wide and intriguing series of views on design. Among the projects in exhibition:


CULT&MUST – the most iconic recent pieces of great brands making the history of design, curated by Giulio Cappellini


DONNE&DESIGN – female architects and designers of great importance presenting their latest projects in the foreground. Curated by Silvana Annicchiarico


OUTDOOR GENERATION – The new dimension of living outside and its design solutions. Curated by Donatella Bollani


SUPERCAMPUS – Flexible spaces, interchangeable functions: studying and working in the post-pandemic world. Curated by Giulio Cappellini


1000 VASES – After Paris and Dubai, the collection of unique pieces created by hundreds of international designers arrives in Milan. Curated by Francesco Pirrello, art-direction Pierpaolo Pitacco


DISCOVERING – a new generation of designers and of ideas. Young because of their age and for the innovation value of their ideas. The exhibition will present their vision, their technique and the results of this contemporary and varied design approach.