CULT & MUST, a special Superdesign Show project in September 2021


Superstudio Più

Via Tortona 27, Milano

From 4th to 10th September 2021 design exhibitions are back in Milan. The Special Edition of Superdesign Show in September presents CULT&MUST: an exhibition project with a wide vision. Brands selected by invitation are called to tell the objects of desire of the last 20 years and the design vision behind them.

CULT & MUST – 20 YEARS DESIGN MUSEUM is an exciting itinerary organized in the large Central Point room of Superstudio Più. The aim is to tell in a real and digital way the most interesting design, art, fashion, technology, automotive, materials, education, graphic projects of the last 20 years. A contemporary “museum” that historicizes the most recent life-style icons, the essential and unforgettable pieces that have influenced our lives. The Cult and the Must, literally. Authoritative, innovative and seductive Italian brands will be invited to participate in the event with a selection of products agreed between the company and Superstudio’s Artistic Direction.

CULT & MUST does not want to be a “museum exhibition”, but a path open to professionals and a wider audience of “explorers” (professionals, passionate, enthusiasts) where they can discover and rediscover the intrinsic value of objects we daily use. Top-level brands will be present by invitation only to become the protagonists of a landscape in which new creativity is freely expressed.

The experience will consist of “islands” and “pauses” where objects and projects will find their place in an imaginary and real landscape. Furniture, accessories, physical and digital or virtual projects, technology, education, fashion design, architecture and more, staged and graphically told, will be the stages of this journey among the latest icons and trends.

CULT & MUST is part of the restart edition of Milan Design Week: Made in Italy, thematic and curatorial exhibitions, human, digital and virtual technology. The special edition of Superdesign Show in September presents a new path of design that welcomes all the requests for concreteness, innovation, lightness, sustainability, inclusiveness, interconnection arising in the post-pandemic year.

Will take part in Cult & Must:

Alcantara, Alessi, Alfredo Bikes, Arper, Boffi | DePadova, Caimi Brevetti, Cappellini, Ceramica Flaminia, Cinelli, Desalto, Flos, Ginori 1735, Gobbetto, Icone Luce, IGV Group, Nerosicilia Group, Or.nami, Poltrona Frau, Porro, Trussardi Home, Versace Casa and more…


Creative and Communication Director: Gisella Borioli 

Communication Coordinator: Carlota Calvi 

Tel: +39 02 42250144 [email protected]

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