Not Design Magazine is the official publication of the DDDesign Circuit – a refined district magazine that highlights the excellence of both Milanese and international design through high – quality editorial content.
The magazine brings together the most iconic and innovative brands in interior design and exclusive lifestyle based in the heart of Milan, while also giving voice to architects, designers, and key stakeholders from the global creative scene.
A publication dedicated to the world’s most prestigious design and lifestyle excellences present in the city, NOT explores and narrates everything that animates Milan’s creative core, spotlighting its main players and the most cutting-edge trends of the moment.
The name “NOT” is not intended as a negation, but rather a positive connotation, a concept of inclusivity and diversity at the same time: the synthesis of thinking outside the box, of a vision that does not simply narrate, but inspires and stimulates a critical discussion on what is presented today as Design, but which, in fact, is not.
Constructive and creative processes are not simply based on the ability to say “YES,” but often on the awareness of knowing how to say “NO,” strongly reaffirming one’s ideas and thoughts. Knowing how to say “NO” is therefore a sign of determination, never of weakness; it is not an endpoint, but rather a decisive and forward-looking starting point.
N°1 – Hospitality
For Milan Design Week 2026, the DDDesign circuit places Hospitality at its core, with the claim “Milan is hospitable, Milan is design”: an invitation to reimagine design not as mere aesthetics, but as the ability to welcome and create meaningful experiences. Through a curated route connecting showrooms, flagship stores, and exclusive venues in the heart of Milan, DDDesign brings together leading international interior design and lifestyle brands, turning April into a widespread urban narrative in which every space becomes a place of experience and every brand an interpreter of a contemporary way of living.
N°0 – Materia
In this edition, NOT gathers insights from some of the most prominent voices in the national and international design landscape, who share their personal interpretation of the theme “Materia”.
Valuable contributions that guide us through the genesis of craftsmanship and the creative process—where ideas take shape through matter.
