Even if the Milano Design Week is probably one of the most important events for Design in the world we always promised ourselves  that we would have partecipated only if the event was organized entirely by our agency.

The chance came in 2011, when Ilaria Jahier, owner of Fondamenta Jahier, told me that she didn’t want to rent the space but create an exhibition for yong talens.

Together with Marco di Nunzio (that had designed the space) and the team in ZonaUno we organized one of the most excessive and amusing event of the Milano Design Week.

Thousands of people have appreciated seven days and nights of performances, poetry, music, design, workshops, rock concerts and night chats with via Tortona as a background.

The Big Cake was sponsored by ZonaUno and Mobili in Cartone (Cardboard Furniture) and entirely produced in less than one week with a giant networking and effort. It has been published in all the most important newspapers and magazines and largely advertized via Internet.