“Essere Progetto”: the new theme of Fuorisalone 2026 and how to prepare for it

For 2026, that word is “Essere Progetto” — to be a project. It’s more than a slogan; it’s a call to designers, brands, and thinkers to reconsider what creation means in a time when design is both human and algorithmic, physical and digital, constantly unfinished. Milan, once again, becomes the stage for this ongoing conversation between vision and reality.

Design as process, not product

“Essere Progetto” speaks of transformation. Of design that listens before it defines, that moves before it arrives. It suggests that the project is no longer a fixed outcome but a living system that grows, shifts, and learns — just like the people who conceive it. The human element remains essential, yet it’s intertwined with the mechanical, the artificial, the distributed. Artificial intelligence becomes part of the conversation, not as a rival but as a collaborator that pushes boundaries and reframes creative logic.

Walking through the streets of Milan during the Design Week, this theme might materialise in immersive installations, fluid spaces, or even open environments that invite participation. A striking example could be a design loft in Porta Venezia: an open space with a sculptural layout and a LED wall that transforms according to the visitor’s presence. Spaces like these embody the very idea of “being a project” — flexible, responsive, and in motion.

Fuorisalone as a living ecosystem

Fuorisalone has never been merely a series of exhibitions. It’s an urban organism that redefines itself every year, weaving design into Milan’s architecture, its courtyards, its hidden basements. “Essere Progetto” reinforces this living quality: it invites companies and designers to think of their presence not as an isolated act of display but as a contribution to a collective narrative.

Imagine, for instance, a gallery in the city centre, an open basement space opposite Palazzo Senato. Its walls could hold light, sound, or AI-generated imagery that evolves through the week. Such places don’t simply host events — they become part of the conversation. In this sense, choosing the right venue is not a logistical decision; it’s a curatorial one. The location itself becomes an extension of the project’s identity.

Human design meets artificial intelligence

In the 2026 theme, technology is no longer a tool but a co-author. Artificial intelligences that learn, interpret, and remix ideas challenge the traditional notion of authorship. They introduce uncertainty — sometimes even resistance — which in turn fuels creativity. Designers today face the delicate task of shaping dialogues with these new intelligences, crafting forms that exist in between intuition and algorithm.

This hybrid approach could manifest in experimental installations or interactive environments. Think of a white open space in Brera — a minimalist, luminous setting that becomes a canvas for projections and real-time collaborations between humans and machines. Brera, with its artistic and design DNA, remains the quintessential neighbourhood to explore these new creative territories.

The power of place in an evolving design landscape

Every project needs a stage. And at Fuorisalone, the choice of location can define the rhythm, the tone, even the memory of a brand’s presence. A cutting-edge 400-square-metre industrial open space, equipped with the latest technical features, can amplify innovation while preserving the raw character that makes Milanese design culture so distinctive. These are not mere backdrops — they’re active components in the storytelling process.

Location in Milan has long been the invisible partner of Fuorisalone’s success. It connects international brands to the soul of the city, translating creative ideas into tangible experiences. In 2026, “Essere Progetto” will once again remind participants that space and story are inseparable: being a project means becoming part of a place that breathes, interacts, and transforms alongside you.

Looking ahead to Fuorisalone 2026

As anticipation builds, one thing is clear: “Essere Progetto” is not an abstract theme but an attitude. It asks designers and companies to live design as an evolving dialogue — between thought and material, between human and artificial, between creation and context. Preparing for Fuorisalone 2026, then, means more than showcasing a product. It means finding the space, literal and conceptual, where design can continue to reinvent itself in the heart of Milan.