Marni x Cucchi: The Three-Month Café That Isn't a Pop-Up
The fashion takeover of Milan Design Week tends to follow a formula: find a palazzo, stage an installation, serve cocktails, leave. The results range from spectacular to cynical, but they share a trait — they are temporary. The space returns to normal by Monday. The fashion brand moves on. Marni’s approach this year is different, and it is the most genuinely delightful fashion project of the week precisely because it refuses the temporary. The OTB-owned house has taken over Pasticceria Cucchi — a Milanese café that has occupied the same corner of Corso Genova since 1936 — for a three-month residency running from 20 April through 15 July 2026. This is not a pop-up. It is a relationship, conducted in public, on a working café’s working hours, with a pastry counter that still has to function before 8am for the people who live across the street. ...