Demna

Kering at Milan Design Week 2026 let its two flagship Italian houses anchor opposite ends of the city in the same week of April — Gucci inside the 4th-century Basilica di San Simpliciano in Brera, Bottega Veneta in a permanent ground-floor gallery at Via San Maurilio 14 in 5Vie — and made no public statement connecting the two. Demna Gvasalia’s Memoria for Gucci and Matthieu Blazy’s Casa for Bottega Veneta opened within walking distance of each other during Milan Design Week 2026, and they were the most considered fashion-into-design statements the week produced. The fact that they came from the same holding company, presented as if they did not, is the story. ...

There is a particular kind of tension that arises when a fashion house enters the design world — a productive friction between the codes of luxury and the principles of function. With Memoria, staged inside the 4th-century Basilica di San Simpliciano, Demna Gvasalia makes his first design-world statement as Gucci’s creative director, and it is characteristically provocative. The thesis of the show is not that Gucci is now a furniture brand. It is something stranger and more useful: that a 1921 house from Florence, owned by Kering, can stop selling newness and start selling the imagined past of its own objects. This is the argument that reorganises everything else on view at Milan Design Week 2026, and it is the argument worth taking seriously. ...