A Strategic Framework for Cutting-Edge International Events

The project was conceived by Ylenia Basagni and Marcella Di Simone -respectively fashion event manager and project manager- and developed and organized together with the agency Smart Eventi, a reality that has been active for 13 years in the events industry. For this major launch, the venue needed to be something more than just “right”: it had to be perfect. We picked a historic building in Milan that ticked all the boxes and had the special vibe we were looking for. It dates back to the early XX century and boasts a usable surface of 1,250 m², divided into three floors and 11 ateliers, and, over the years, it has flourished as a multi-disciplinary hub combining the latest trend in art, culture, and lifestyle.

A few features we were particularly keen on was the the ground floor exhibition space, the bistro, and the beautifully kept outdoor area. Eclectic and versatile, just like the project by Basagni and Di Simone, this venue was ideally suited for such a complex and diverse event, featuring of masterclasses, debates, and thematic exhibitions.

Much more than a venue

This building is not just a magnificent venue. It is, in fact, a future-oriented creative factory, acting as an accelerator for ideas born from cultural exchange and dialogue, on a national and international level.

This unique historic building comes with its very own network, capable of fostering continuous connections between art, fashion, society, and business, fuelling synergies and new collaborations.

From Milan to Seoul, upholding innovation, sustainability, and creative vision

As we mentioned, the project "Milan Loves Seoul" has a very specific goal: promoting Seoul as a possible new capital for a fifth fashion week, right next to Milan, Paris, New York, and London. This vision is closely connected with the values of innovation, sustainability, and it's driven by the desire to showcase new avant-garde talents and riding what has been aptly called the Korean Wave.

Two cities, one heartbeat. United by Fashion

Milan and Seoul are far apart geographically, but on this occasion they were brought closer and united by fashion, which can act as a universal language, a form of art, a narrative composed of new trends, and a harbinger of significant change.

All of this is what makes "Milan Loves Seoul"much more than just another event in the busy Fashion Week’s calendar: it's a bridge between two countries and two cultures, stepping into the future together, on a spectacular stage.