Classics Reinvented is a celebration of design’s enduring power – where timeless objects are reimagined, reinterpreted, and placed on a cultural pedestal. The exhibition brings together a diverse group of partners, each exploring the emotional resonance of design by transforming iconic pieces into sculptural centerpieces within a gallery-inspired setting.
Blending heritage with contemporary culture, Classics Reinvented creates a dialogue between past and present – honoring the craftsmanship, materials, and stories that shape design legacies. Through playful, unexpected reinterpretations, partners challenge conventional narratives and expand the meaning of design classics.
Rooted in the spirit of Milan Design Week, this exhibition transforms icons of the past and future into cultural artifacts – where design, storytelling, and relevance converge against a distinctly Milanese backdrop.
THE ART OF PLAY WITH L’ARTISAN PARFUMEUR
NOT IN MILAN STORE THE ATTICO, BAR BASSO, CALCETTO ELEGANZA, PLASTIC, XL EXTRALIGHT
A TOAST TO DISRUPTION BY FILA
THE LEVI’S® ROUNDTABLE
LA MARZOCCO CAFÉ
PUBLIC POSSESSION & SLAM JAM SCULPTURE
SHOWCASE AT LARGE, BLOC STUDIOS, BIANCO67, CARA \ DAVIDE, CHRIS FUSARO, DESIGNBOOM, NM3, PARASITE 2.0, TEILE, ZANOTTA
WORLD PREMIERE OF SMART #5 BRABUS
TERRA INCOGNITA WITH REESE COOPER PRESENTED BY UGG
Step inside our 560sqm warehouse space at MAGMA Eventi Milano and discover Classics Reinvented. Through exclusive installations, design collaborations, and a gallery-style showroom, Highsnobiety transforms Milan Design Week into a playground for culture, creativity, and timeless design.
From April 7–11, explore a packed program of immersive events, talks, and brand activations.
Public Access: April 8–11, 2025 | 11AM–6PM | MAGMA Eventi Milano (Via Vezza d'Oglio 14, Milan)
SLAM JAM X PUBLIC POSSESSION OPENING PARTY
APRIL 7, 9PM–12AM
Celebrating the kickoff of Not In Milan 2025.
LEVI’S® PRESENTS: THE ROUNDTABLE
APRIL 8, 1–4PM
A deep dive into design heritage and culture, led by thought leaders and creatives.
WORLD PREMIERE OF SMART #5 BRABUS
APRIL 8, 4–7PM
An exclusive first look at the all-new smart #5 BRABUS, this world premiere redefines the intersection of design, performance, and adventure.
L'ARTISAN PARFUMEUR PRESENT: ART OF PLAY
APRIL 9, 4:30–7:30PM
The courtyard at MAGMA will be transformed into a bespoke pétanque experience, where the art of play intertwines with L’Artisan Parfumeur’s iconic scents, refined style, and relaxed connection.
UGG PRESENTS: A TRIP OUTDOORS WITH REESE COOPER
APRIL 9, 7–10PM
A multi-sensory installation inspired by nature’s influence on design—featuring water, sand, and flora—alongside a campaign screening and panel.
HS SOUNDSYSTEM AT PLASTIC
APRIL 10, 10PM–4AM
Highsnobiety’s signature music-meets-design night takeover at Milan’s iconic Plastic club.
FILA APERITIVO AT MAGMA
APRIL 11, 7–10PM
Closing out the week with Fila’s latest product and design showcase in a relaxed evening setting.
Explore limited-edition pieces and exclusive collaborations. From Milanese heritage brands to global innovators, each release reinterprets design classics with a fresh cultural lens. Available at MAGMA and online via Highsnobiety Shop.
Not In Milan 2025 apparel and accessories inspired by the city’s design codes.
A collaboration that fuses iconic Milanese cocktail culture with design, creating a functional yet visually captivating interpretation of Bar Basso’s legacy.
This exclusive collaboration between The Attico and Highsnobiety is a subtle love letter to Milan. Each piece reflects the city’s layered identity, drawing from personal archives and Milan’s design heritage.
A skeletal structure adorned with archival Fila pieces, exploring past and present.
Exclusive product capsule fusing streetwear and design.
A conceptual space reflecting Plastic’s avant-garde energy.
Reese Cooper’s vision transforms the UGG® Classic Mini and Ultra Mini into technical, multi-terrain footwear—crafted with GORE-TEX and CORDURA® for resilience from city streets to rugged landscapes.
