From London to Milan: Material Futures at Milan Design Week 2024

Every year, the second year students of MA Material Futures (MAMF) program at UAL CSM take on a unique challenge, the opportunity to fundraise and showcase their work at Milan Design Week. As a generation, we felt it was essential to honor this tradition. So, from London to Milan, we packed our ideas, designs, and ambitions, ready to add our energy to the week long celebration of design.

BASE, a supporter of our course, provided an incredible venue. Known for its diverse exhibitions and dedication to exploring design’s impact on daily life, BASE welcomed us alongside other schools and creatives from around the world. With its mix of artistic expression, the place felt like the perfect setting to showcase what Material Futures stands for: innovation that anticipates and responds to future societal challenges.

The Excitement of the Event

For attendees, the experience was a feast for the senses. Each piece was a window into different worlds, inviting visitors to explore the diverse landscapes of contemporary design. Exhibitions spanned materials, technologies, and ideas, allowing guests to immerse themselves in each designer’s unique vision of what design could be. The transformative nature of the space became apparent at every turn, revealing fresh perspectives and sparking dialogue around innovation.

This year, MAMF was fortunate to be located near the entrance on the ground floor. This prime positioning allowed us to reach a wider audience and showcase the remarkable variety of our projects. For many of us, this wasn’t just an opportunity to exhibit; it was a chance to connect our ideas with a global audience, gain insights, and bring back inspiration to our practice in London.

Immersive Installations

As guests navigated through our exhibition, two installations sparked particular curiosity. The first one immersed visitors in a cultural narrative, featuring elements that provided context for the designer’s project. Some were captivated by an Argentinian newspaper and a video that illustrated her work, inviting them to explore the intersection of identity, culture, and design.

The second was an installation blended religion with artificial intelligence, creating a unique and thought-provoking experience. Visitors entered a space where AI took on the role of a confessor. They had the chance to “confess” their perceived sins and choose whether to believe the AI character’s responses.

Reflections on the Experience

As the week unfolded, more and more people arrived, each with questions about the diverse projects on display. While the experience was intense, it was undoubtedly worth it. Many attendees shared that the exhibition challenged their views on design, engaging them on a deeper level than they had anticipated.

Although there was a misunderstanding in reading the signals, which brought an unexpected language lesson. Initially, we thought visitors adored the projects because they were taking photos of the descriptions, which we took as interest in following our work on social media. However, it turned out they were translating the text into Italian to better understand the concepts. This experience taught me the importance of having someone fluent in the local language at any exhibit; it makes a significant difference in connecting with the audience on a deeper level.