Just like Italian advertising, I was born in Milan. It was primarily here that pioneers of Italian communication opened the first agencies in the 60s, places teeming with a spirit of adventure, the ability to improvise, and an open-mindedness towards new things flowing through the streets and seasons of this city.
Milan is not the most beautiful city in Italy, at least according to classic standards of beauty. But let’s put ourselves in its shoes for a moment. If you have to compete with the beauty of cities like Rome, Florence or Venice, more established, ostentatious stunners, you have to find your own way of being beautiful. And Milan found it. Exactly four years ago, in the summer of 2015. EXPO 2015 gave Milan the occasion to get back into shape, enhance its most charming features and show them to the whole world.
Today, Milan is a beautiful city to live in, walk through and work in. A city in which the antique charm of noble palaces is flanked by modern skyscrapers designed by superstar architects. A city that inaugurates new parks and pedestrian zones each year. It’s a city exploding with internationality that peaks during Design Week, but also maintains a certain level of it throughout the year.
In order to understand Milan, just think that it is the Italian capital not only of creativity but also of finance. And go see how these two worlds meet, physically, in a central square of the city, where a giant marble middle finger confronts the majestic entrance of the Italian Stock Exchange.