Hotel Regeneration — Hybrid Restaurant designed by Simone Micheli

Bringing a content Event to the Milan Design Week is an increasingly complex task, especially in the choice of content of value and interest to operators. In full compliance with its imperative — CONTENT IS KING — this year reFRAME proposes the theme — Contract. That is, by definition, the “large turnkey projects”, i.e. the supply, on direct commission or tender, of an articulated set of products and systems designed ad-hoc or customized and the related necessary services. Respecting the time limits and all the constraints established by the contract between the client and the supplying companies. Abroad and complex theme, selected not because we are looking for extreme novelties to be presented at the trade fair, nor to create amazement or for “captatio benevolentia” of those most involved in the sector. Rather, it is a reflection on which segment will have greater weight in the context of economic recovery and its circular regeneration in view of sustainability and resilience — an expression of the assets envisaged by the PNRR. The choice could only fall on this broad and complex context of supplies, procurement, logistics, infrastructure and real estate. The popular vocation of reFRAME has generated a meeting of comparison between players — companies/brands — and professionals in the world of design, innovation and creativity.