Based on my impressions and experiences visiting Milan Design Week, this year, I review current tendencies. Further, I will point out relevant key factors for creating an event in the context of a bigger public event.
In our current ‘age of attention’, brands are facing the challenge of increasingly fragmented communication channels and formats. Therefore, live events present an opportunity to create memorable experiences for visitors and so to enhance brand awareness. In the context of Milan Design Week, I point out some examples of brands sharing their vision by establishing connections and creating emotional involvement with their audience.