Born in Romagna, a corner of Italy devoted to the fabled director Federico Fellini, Alberto Biagetti and Laura Baldassari of Atelier Biagetti understand the seriousness of irony. During Salone del Mobile 2024, they prove this ability once more with their MCM Wearable Casa Collection, curated by Maria Cristina Didero, on view at the 17th-century Palazzo Cusani.
The brand, explains Mrs Sung-Joo Kim, chairman and chief visionary officer, decided to participate to Milan Design Week for the first time, not only because it’s the most cutting-edge event in the world and a real indicator of emerging consumer lifestyle. The reason, she adds, has also to do with MCM’s origin: ‘It’s a German-born luxury fashion brand founded in 1976, when Munich was making a global cultural and creative epicentre of that time’ Mrs Kim explains. ‘Milan Design Week is the best, most timely event to present MCM’s current vision of Digital Nomad Lifestyle – authentic hands-free style – from not only selling perspective, but to activate it as a significant concept: dwelling in the on/offline and metaverse worlds by the current and future generations.’
