“We don’t want to repeat what others do. We don’t even want to repeat ourselves.” – Fernando Campana
Edited by Anna Popper
Italian Design Day (IDD) returns for its ninth edition on 12 February 2025. Established by the Italian Ministry of Foreign Affairs and International Cooperation in collaboration with the Italian Ministry of Culture, this annual event celebrates Italy’s excellence in design, art and innovation, qualities deeply rooted in the country’s long history. Inspired by Italy’s inexhaustible artistic and architectural heritage which led to the birth of modern design in fashion, architecture and industrial design. Showcasing the country’s unique ability to combine functionality with elegance. The IDD further reinforces Italy’s reputation as a global leader in design and creativity.
This year’s theme, “Inequalities – Design in the Service of a Better Life”, underscores the power of quality design in addressing social disparities and enhancing everyday life.
Italian Design Day 2025 is closely linked to the 24th Triennale di Milano International Exhibition entitled “Inequalities. How to Mend the Fractures of Humanity”, which will run from 13 May to 9 November 2025. Conceived as a major forum, the exhibition will encourage reflection on contemporary challenges, contradictions and the urgent issues facing our planet. Additionally, IDD serves as a moment of reflection ahead of the 63rd edition of the Salone del Mobile, one of the most influential global events in the furniture and design industry, scheduled to take place in Milan from 8 to 13 April 2025.
In 2025, Italian Design Day aims to highlight the impact of quality design on reducing inequality, enhancing individual well-being, and transforming everyday life. The event explores how design and architecture can drive urban renewal, promote sustainable development and foster social progress. Alongside these objectives, Italian Design Day underscores the significance of aesthetic education – the process of learning to appreciate and critically engage with art, beauty and design. By deepening understanding of how aesthetics shape culture and society, it encourages a more profound connection to the visual and sensory world. This holistic approach enriches both perception and experience, refining personal taste while nurturing creativity, emotional intelligence, critical thinking, and a deeper engagement with one’s environment.
Italian Design Day in Budapest
In Budapest, Italian Design Day was celebrated with a special event organised by the Italian Embassy, the Italian Trade Agency (ITA-ICE) and the Italian Institute of Culture (IIC).
The gathering, held at the Fellini Cinema Hall of the Italian Institute, welcomed a distinguished audience, including His Excellency Manuel Jacoangeli, Ambassador of Italy to Hungary; Her Excellency Susan Kleebank, Ambassador of Brazil to Hungary; Ms. Giovanna Chiappini Carpena, Director of the Italian Trade Agency in Budapest; as well as design enthusiasts and admirers of the Italian culture.
The event opened with a speech by Mr. Gabriele La Posta, Director of the Italian Cultural Institute, who underscored the significance of Italian Design Day and Italy’s global influence in the field. In his address, he highlighted the legacy of the Campana Brothers, Brazilian designers of Italian origin, and noted that over 25 million Brazilians have Italian roots – an enduring testament to the deep cultural ties between the two nations.
Following the opening remarks, guests enjoyed a screening of We the Others, a documentary chronicling Forty Years of Collaboration within Design – The Work and Life of the Campana Brothers. The film, written by Maria Cristina Didero and Francesca Molteni and directed by Francesca Molteni, was introduced through a video message by Maria Cristina Didero, who also serves as this year’s Italian Design Ambassador.
- Maria Cristina Didero is an independent curator specializing in design and editorial projects on an international scale. Based in Milan, she has worked with prestigious publications such as Domus, Vogue Italia, and AD and has served as Editor-in-Chief for Icon Design and Wallpaper in Milan. With 14 years of experience at the Vitra Design Museum, she has collaborated with leading institutions and companies in the design industry. In 2022, she was part of Stefano Boeri’s Supersalone and was appointed Curatorial Director of Design Miami, where she curated the Basel and Miami editions of The Golden Age.
- Francesca Molteni graduated in philosophy at the University of Milan, studied film production at New York University. Since 2002 she has produced and directed documentaries, TV formats and videos, and curated design exhibitions. In 2009 she founded MUSE Factory of Projects in Milan. In 2012 she received the Award for Innovation by the President of the Italian Republic, the Compasso d’Oro honourable mention. She contributes to La Repubblica, D and Door; she is the author of the book Oggetti d’impresa (Objects of Enterprise), and a member of the Board of Directors of MuseoCity. She documented the 2016 US election for The White House, Rai3.
The fascinating documentary delves into the remarkable journey of Fernando (1961–2022) and Humberto Campana (b. 1953), essential figures in the design and art world, known for their seamless combination of craftsmanship, innovation and sustainability. Their ground-breaking approach has revolutionized the industry by merging traditional techniques with contemporary creativity. With Italian origin, the brothers have drawn inspiration from their homeland, Brazil, exploring the interplay between creativity and repurposed materials.
“We learn from the materials; they tell us what forms they should take” – Humberto Campana.
Founded in 1984 by brothers Humberto and Fernando, two internationally acclaimed designers, São Paulo-based Estúdio Campana has produced an extensive range of iconic works, intriguing furniture and art pieces, many of them in collaboration with Italian design companies. Their association with Italian design, which began in the 1990s, marked a turning point in their careers and propelled them to global recognition.
The film traces the 40-year history of Estúdio Campana and immerses viewers in the duo’s creative universe. Rather than following a conventional retrospective format, the documentary intertwines materials, people and ideas, offering an intimate look into the Campana Brothers’ world. Through interviews with prominent figures in the design industry and beyond, it captures the essence of their work and its profound societal impact.
From their first handcrafted toys to large-scale installations at Campana Park in Brotas – just a few hours from São Paulo – a vast park where they have planted 20,000 native tree seedlings and are constructing twelve green pavilions that will open in June 2024, each milestone in their journey reflects their commitment to human-centred design over mere aesthetics.
The documentary aims to provide an overview of the two artists’ prolific and remarkable lives, as well as the vision and creativity of the Campana Brothers, recognized worldwide as essential figures in the design and art world, through a series of interviews and the voice and presence of Humberto. It highlights their influence on international design and explores their evolving design language that transforms chaos into beauty and imperfection into value.
Raised with a strong sense of respect for the environment, Humberto recalls: “Our father who was an agronomist, always taught us the culture of planting and preserving. I believe that our museums are our biomes: the Atlantic Forest, the Cerrado, the Caatinga, the Pampa, and the Pantanal. Nature is our Louvre! It is important that people see this richness.”
In addition to showcasing the masterpieces created over the years, the film also reflects on various social activities of the Instituto Campana, based in Brotas. This non-profit association helps underserved communities, enhancing their expertise and values through the assistance received.
More than just creating objects, the brothers sow ideas – demonstrating that design is a regenerative force and that nature itself can be our most valuable museum. Ultimately, their work embraces otherness, celebrating difference, imperfection and unconventionality as the most powerful creative forces. In their hands, resistance becomes a transformative act, turning design into a universal language of connection and inspiration.
“We don’t want to repeat what others do. We don’t even want to repeat ourselves.” – Fernando Campana
Photo by Fernando Laszlo
Photo by Calazans Estúdio
A Thought-Provoking Panel Discussion
The second part of the event featured a dynamic roundtable discussion moderated by István Cobino. Inspired by the themes covered in the film – sustainability, social design, and the unifying power of creativity – three renowned Hungarian experts shared their perspectives:
- Judit Osvárt – design specialist and Editor-in-Chief of ELLE Decoration Hungary
- Hajnalka Szőke – designer, interior decorator, and member of LOSZ (the National Association of Interior Designers)
- Andrea Mári – founder and owner of Code Showroom
The panellists discussed a wide range of topics, drawing from their own experiences. They explored the impact of design on quality of life, sustainability and accessibility in product design, which can affect users’ emotions and evoke feelings. The conversation also delved into the emotional dimension of the design process. They mentioned the limited opportunities available to young designers in Hungary and the challenges related to the industrial background of the design sector. Innovations that use sustainable materials offer a more eco-conscious alternative. Additionally, they acknowledged the strong reputation of Italian design among Hungarian consumers. The experts’ insights provided a nuanced perspective on the dynamic and ever-evolving landscape of the design industry.
In the furniture and design sector, Italian exports to Hungary recorded a value of €55 million between January and October 2024.
The Italian Design Day 2025 served as a tribute to the lasting impact of the Campana Brothers on global design and a celebration of their unique approach to creativity and sustainability.
Source: Italian Institute of Culture and Italian Trade Agency (ITA-ICE) in Budapest
Photos by the Italian Trade Agency in Budapest (ITA-ICE), Facebook of Estudio Campana, and DPA
