How did the Lactalis promotion go at nss edicola? Where design meets heritage in the heart of Fuorisalone

In the midst of Milano Design Week 2026, on April 24 the nss edicola community gathered in Piazza Bruno Buozzi to celebrate the artistic and communicative legacy of Lactalis, a global leader in the food industry, turning a moment of encounter into a broader reflection on the cultural value of advertising over time. Within the nss edicola space, the activation brought past and present into dialogue, placing at its center brands that are part of Italy’s collective imagination such as Galbani and Parmalat. Leading the conversation were Michela Ardore, Corporate Digital Communication Specialist at Lactalis, together with Marco Onorato, CEO & Founder of Marketing Espresso, offering two complementary perspectives on how communication evolves without losing its roots.

The historic posters, distributed as free gifts during the event, made this dialogue between eras tangible, bringing back to the surface aesthetics and languages that feel surprisingly current today. Set within the context of the Fuorisalone, the event confirmed how even a global group like Lactalis can find in Design Week a cultural space to tell its story differently, moving beyond the product to build shared imaginaries. Through conversations, images and participation, the evening turned into a moment of genuine exchange, where the archive did not appear as something static, but as a language still capable of creating connections.