To demonstrate the history, identity and values of Milan with a line of products and gadgets that promote the brand of Milan. The products targeted city dwellers and tourists visiting the city during Expo 2015.
Like any big city Milan does not have a single soul, it has a postmodern identity made of fashion, culture, history, design, food culture, football, architecture and so on. These contrasting parts are firmly built on some key elements that define its state of mind. We decided to represent Milan using the names that have made it great. Not only names of people or characters, but also names of objects, places and habits. This is the Milan state of mind, this is aMILANOstateofmind.