preview of highsnobiety’s not in milan: classics reinvented
Milan Design Week is synonymous with innovation, and for 2025, Highsnobiety’s Not In Milan is back with a bold new theme: Classics Reinvented. From April 7-11, the 560-square-meter MAGMA Eventi Milano space transforms into an immersive cultural experience, where design’s past meets its future.
With a mix of an exhibition, product drops, installations, and even a designboom showcase, Highsnobiety’s Not In Milan: Classics Reinvented brings together a diverse line-up of designers and brands who are reshaping the icons of design. From a world premiere by smart to a four-day exploration of denim by Levi’s, here’s everything you need to know before you RSVP – here.
all images courtesy of Highsnobiety
events, product drops & installations at not in milan 2025
At the heart of MAGMA Eventi Milano, visitors are welcomed by installations created in collaboration with L’Artisan Parfumeur, UGG, and many more. The Not in Milan: Classics Reinvented exhibition curates a design showcase featuring leading studios such as NM3, Parasite 2.0, and CARA \ DAVIDE, who explore the emotional resonance of design through new perspectives. Highsnobiety’s signature in-line merchandise will also debut, celebrating Milan’s most iconic design moments.
Highsnobiety’s Not In Milan: Classics Reinvented exhibits where design’s past meets its future
classics reinvented exhibition
As part of the exhibition, designboom presents THE TABLE LAMP | 4 WAYS, an exploration of one of design’s most fundamental typologies. The showcase brings together four distinct interpretations of the table lamp, spanning historical reissues, reinvented icons, and contemporary approaches. Each of these designs demonstrates how a single object — so deeply embedded in daily life — can be continually reimagined, reflecting new cultural and technological shifts while maintaining its essential identity.
Gae Aulenti’s Giova, originally designed in 1964 for FontanaArte, challenges traditional lighting by merging the table lamp with a sculptural glass vase, transforming function into an artful statement. Formafantasma’s SuperWire T, a 2024 release for Flos, deconstructs the table lamp into a modular system that prioritizes repairability and longevity, redefining how we interact with everyday objects. Vico Magistretti’s Dalù, a reissue of his 1965 Artemide classic, retains the playful and democratic spirit of its era while updating materials for a new generation. Meanwhile, Philippe Starck’s Bon Jour for Flos, first introduced in 2015 and evolving once again in 2025, rethinks the table lamp as a customizable, almost immaterial presence that adapts to personal style and space.
the exhibition is joined by product drops, installations, and even a designboom showcase
Design and denim have always gone hand in hand, and for Not In Milan: Classics Reinvented, Levi’s brings a four-day program of activations that celebrate timeless style. Expect exclusive product reveals, live cultural moments, and interactive experiences that connect fashion with the design world.
The intersection of automotive innovation and design takes center stage with the world premiere of the smart #5 BRABUS. As Not In Milan explores the reinvention of classics, smart and BRABUS push the boundaries of its car — and brand — to the extreme. Visitors can see how the new model blends performance, style, and cutting-edge design.
register to attend MAGMA Eventi Milano during Milan Design Week 2025 – RSVP here
Whether you’re drawn to groundbreaking design, exclusive product drops, or creative collaborations, Highsnobiety’s Not In Milan: Classics Reinvented is a must-attend event during Milan Design Week 2025 – RSVP here.
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
collaborations: Highsnobiety In-Line Collection, Bar Basso, The Attico, Fila, Slam Jam x Public Possession | @theattico
producer: Fasten Seat Belt | @fastenseatbeltofficial
dates: April 7th and 11th
location: MAGMA Eventi Milano at Via Vezza d’Oglio 14
RSVP: here
