Ploom and nss magazine present “A Study of Milan and its AURA” An exploration of the city’s contemporary cultural codes
On the occasion of Milan Design Week 2026, and in alignment with the theme of Fuorisalone 2026, Be The Project, Ploom* returns for the third consecutive year with the concept Feel the AURA by Ploom, an immersive exhibition that invites an adult audience to experience a sensory journey in which light, warmth and aromas become living matter. The experience unfolds through reactive surfaces, contemplative atmospheres and dynamic installations that invite visitors to slow down and redefine their relationship with space.
The experience continues in collaboration with nss magazine: A Study of Milan and its AURA, a collaborative research project that explores the contemporary aesthetic of the city through a sensory and experiential journey, in which gestures and movements transform into a personal trace that defines the aura of space. Milan is thus interpreted as a living organism: a system in constant transformation, shaped by everyday gestures, habits and cultural dynamics that stratify over time.
From this perspective emerges a research structured into four chapters: Light, Flavor, Creation and Form, translating Ploom’s design principles into immersive experiences, intended for an adult audience. Installations, workshops, talks, and collective moments build a narrative where design manifests not only as form, but as relationship: between people, technologies, and imaginaries. The creative vision of Ploom and nss magazine unfolds over four days, offering the opportunity to engage with internationally acclaimed creative talents, celebrating the relational spirit of collaboration.
On April 21, the project opens with A Study of Light, developed with artist Bianca Peruzzi. An interactive installation transforms the nss streetstyle archive into a walkable space, where light becomes an intuitive language capable of activating perception and new narratives. On April 22, A Study of Flavor follows, created with culinary designer Jil Zander. Here, taste becomes a design tool, generating an experience that connects memory, aesthetics, and perception through edible compositions and immersive environments.
On April 23, with A Study of Creation, the project shifts into a more reflective dimension. Curated by Scrolling Infinito, the talk brings together Riccardo Cambó and Martina Lorusso to explore the role of technology, platforms, and new languages in shaping contemporary creativity. On April 24, the program concludes with A Study of Form by Lorenzo Fioravanti. This final chapter takes shape through an open call addressed to students from Milanese design universities, invited to reinterpret the Ploom Aura case as a surface for experimentation and identity. Selected projects will be featured in a workshop and a final exhibition, followed by a closing party.
With A Study of Milan and its AURA, Ploom and nss magazine create an experience that reflects on the city’s present, connecting culture, design, and innovation. A project that does not simply observe Milan, but moves through it, returning its complexity through a series of activations that directly engage its creative community.
