Postcard from Milan

Gianni Tozzi, global chief creative officer at FutureBrand, chats to Transform about Milan’s creative verve, Italy’s emerging societal trends and how FutureBrand accounts for local nuance.

You’ve worked in many different cities, including Milan, Tokyo and London. What makes the brand design scene in Italy distinct? 

Until a few years ago, the creative energy in Milan was largely driven by the fashion scene and Design Week – the world’s largest showcase of design innovation held annually in the city. More recently, though, we have seen a shift. The remarkable talent drawn to the city by these two key sectors, along with Milan’s cultural evolution, has started to influence every corner of the creative industry. The city has evolved culturally, creatively and commercially. 

What sets Italy apart is that, unlike more commercially driven markets where design can become overly rational or trend-led, Italian design tends to lead with feeling. There’s a strong respect for heritage, paired with a boldness in how it’s reinterpreted – ​​something we’ve explored at FutureBrand with projects like Sanpellegrino CIAO! – capturing the emotional richness of Italian culture in a way that still feels contemporary and globally resonant. 

Today, Milan stands out as one of the most exciting cities in the world from a creative perspective – not just for the standard of what it produces, but for how it thinks.

Where in Milan do you go to draw inspiration for your work?

Milan is full of quiet inspiration, if you know where to look. I’m drawn to places that give you a sense of space and pause. Fondazione Prada is a favourite, especially when it’s quiet or when the cinema is open at night. Hangar Bicocca is another – an incredible contemporary art space. There’s something about the scale and atmosphere that resets your thinking. But inspiration doesn’t always come from traditional art spaces. Some of my best ideas come when the city has exhaled – late in the evening, when the pace slows and Milan’s street lights hum. A walk through the centre, or time spent leafing through a bookstore, can be just as creatively stirring as any gallery.

Even Milan’s shop windows are a creative education. They’re never just about retail – they’re theatre, moodboards, brand strategy all in one, serving as powerful reflections of each brand’s personality. A favourite of mine is the seasonal displays and ever-evolving windows at Rinascente, which balance storytelling with style in a way that captures the spirit of the city. In many ways, the city itself is a live case study in how design and identity can intersect in unexpected ways.

Have you noticed any societal trends emerging in Italy in recent years?

One of the most noticeable shifts has been in hospitality. In Milan especially, the level of investment and ambition in this sector has accelerated, from private clubs and boutique hotels to experiential dining. It’s become a playground for ideas, where brands are experimenting with how to make design feel personal, immersive and memorable.

Across Italy, there’s also a strong focus on celebrating the extraordinary craftsmanship and expertise behind each brand. We’re seeing more brands take pride in the detail and provenance of their work, using those stories to create stronger emotional connections with audiences. A recent example is Hermès’ travelling showcase, Hermès at Work, which made a stop in Rome. Rather than a typical brand activation, it invited the public into the brand’s inner world – offering a front-row view of artisans handcrafting everything from leather goods to silk scarves. It was an experience that combined performance with process, turning craftsmanship into something intimate, educational and surprisingly theatrical.

At the same time, like in many other countries, economic polarisation is a growing reality here. Creatively, however, this has opened the door for independent labels to rise, often with bold concepts and impressive execution. Alessi, for instance, continues to champion craft through industrial design, collaborating with renowned designers and artisans to turn everyday objects into icons of utility and art. Brands such as this reflect a broader desire in Italy for authenticity, integrity and design that tells a story.

Fashion is of course highly important to Milanese culture. How have you seen brands in that sector evolve over time, and where do you believe they’re headed next?

Fashion in Milan has always been about more than clothing, but about cultural influence. What we’re seeing now is a shift from product to the ‘full experience’. Brands that are leading the way aren’t simply making collections, they’re constructing entire worlds. Miu Miu, for example, has turned its runway shows into cultural statements and has even essentially launched its own literary club. It’s about engaging the audience with ideas and relevance, not just aesthetics. This sense of building a brand world – one that invites community and belonging – sits at the heart of what many fashion brands are doing today. It’s something we considered deeply at FutureBrand when shaping the Nespresso Club or their Summer Collections, creating a brand universe that offered more than a product – it gave people a place to belong.

There’s a growing sophistication in how fashion brands approach storytelling, creating a space where people can see themselves and become a part of a wider community. Brands like Moncler are perfect examples. What Remo Ruffini has done in positioning the brand globally, particularly through Moncler Genius, is remarkable, inviting different creatives to reimagine the brand while maintaining a clear, consistent core. 

At FutureBrand, how do you balance global brand thinking with local cultural nuance?

Especially after Covid, teams have become increasingly international. At FutureBrand, we operate globally, but the work only really resonates when it feels rooted in place. That’s why we build teams with multiple perspectives and encourage cross-pollination between offices. We don’t believe in parachuting in a global idea – it has to be shaped, tested and nuanced through local insight.

For example, when working with global consumer brands, we often use the Milan studio to help calibrate that emotional tone and the crafting of design. Whether it’s the detail, the charm or the cultural references, it’s these elements that give a brand depth and character. The goal is always the same: to create brands that feel consistent across markets, but never generic. 

This article was taken from Transform magazine Q3, 2025. You can subscribe to the print edition here.