highsnobiety celebrates not in milan with classics reinvented show

Highsnobiety’s not in milan exhibition at 2025 design week

Highsnobiety brings back Not In Milan with Classics Reinvented exhibition, a series of activations and capsule collections during Milan Design Week 2025. At MAGMA Eventi Milano near Fondazione Prada, the cultural brand congregates limited-edition pieces and reimagined classic objects like chairs from NM3, Parasite 2.0, CARA \ DAVIDE, and more. Even designboom presents, showcasing four historic lamps viewed as design icons, including Flos’ lamp with Philippe Starck as well as Giova, Gae Aulenti’s debut in the field of lighting design.

The lush shade of red becomes the primary color that runs throughout Highsnobiety’s Not In Milan exhibition. It’s the hue of the carpet that presents the smart #5 BRABUS car before visitors enter the space at MAGMA. The box stands holding up the objects on display, including the classic lamps selected by designboom, have this deep color. The stage where Levi’s hosts its listening sessions is a red cube as well. Here, artists Yoniro, Salvatore Versace, and Imer6ia perform at night in front of the lingering visitors, adding an electric zing to the industrial space.

all images courtesy of Highsnobiety

Talks, music and activations inside Magma space

Slam Jam and Public Possession open the party on April 7th for Highsnobiety’s Not In Milan exhibition, featuring music by Sedef Adasi and Public Possession DJs. The next day, Levi’s keeps the conversation flowing by hosting talks about design classics. That night, the world premiere of the smart #5 BRABUS takes place. It’s a perfume journey on April 9th when the scents of L’Artisan Parfumeur share the exhibition space with its Art of Play event in the evening.

The same night, UGG discusses its SS25 collaboration with Reese Cooper in a talk. April 10th is packed with Levi’s Listening Session between 7pm and 10pm. Right after that, Highsnobiety’s Not In Milan extends outside MAGMA when the cultural brand occupies Milan’s iconic Plastic club to pre-conclude the days-long exhibition during Milan Design Week 2025. The following evening, FILA closes the exhibition, showcasing archival pieces and designs and tennis and culture in the midst of serving drinks and playing music.

Highsnobiety showcases their apparel and accessories inspired by the city’s design codes

Collaborations with Bar Basso and the attico

Outside MAGMA, Highsnobiety’s Not In Milan exhibition unfurls. At the renowned Bar Basso, the cultural brand puts their collaboration on display, paying homage to the city’s iconic aperitivo institution with a capsule collection inspired by decades of design, ritual, and the timeless Negroni Sbagliato. Highsnobiety also collaborates with The Attico in a capsule collection that depicts their subtle love for Milan.

It comprises archival imagery, faded hues, and design details inspired by the city’s layered and growing identity. The cultural brand takes advantage of Milan Design Week 2025 to showcase their apparel and accessories inspired by the city’s design codes. These items are now available on their site and app, from design pin sets and hats to travel tumblers and clothes. Highsnobiety’s Not In Milan exhibitions occurs between April 7th and 11th, 2025, at MAGMA Eventi Milano, which is aa 560sqm warehouse and art gallery space near Fondazione Prada.

view of Ray and Charles Eames 670/671 Lounge Chair with Ottoman for Herman Miller

lush shade of red is the primary color that runs throughout Highsnobiety’s Not In Milan exhibition

Marcel Breuer’s Wassily Style Spaghetti B3 Chairs

at the renowned Bar Basso, the cultural brand puts their collaboration on display

Highsnobiety’s Not In Milan exhibitions occurs between April 7th and 11th, 2025

project info:

name: Not in Milan: Classics Reinvented

brand: Highsnobiety | @highsnobiety

presentations: designboom, NM3, Parasite 2.0, CARA \ DAVIDE | @designboom, @nm3.xyz, @parasiteparasite, @_caradavide_

program highlights: Slam Jam x Public Possession Opening Party, Levi’s® Roundtable Talks, world premiere of smart #5 BRABUS, L’Artisan Parfumeur: Art of Play, UGG Presents: Terra Incognita with Reese Cooper, Levi’s® Listening Session, HS Soundsystem CamperLab Underground, Fila X Hs Presents: A Toast To Disruption | @slamjam, @public_possession, @levistraussco, @brabus, @ugg, @camperlab, @filaeurope