As the fashion world continue to make their mark on Milan Design Week, Marni is taking a more embedded approach, stepping directly into the fabric of the city with its latest project.
Running from April through mid-July, MARNI x CUCCHI reimagines one of Milan’s most established café spaces, focusing on the everyday rituals that define it. From morning coffee to evening aperitivo, the project builds around familiar rhythms rather than spectacle.
The intervention keeps Cucchi’s identity intact while layering in Marni’s design language under the creative direction of Meryll Rogge. Developed with RedDuo Studio, the space introduces a clear visual system built on red and green tones, expressed through polka dots, stripes, and subtle graphic elements that reference both brands without overwhelming the setting.
Details carry the project. Tableware, packaging, and staff uniforms are all reworked to fit within the new aesthetic, turning functional elements into part of the overall experience. Even the coffee cups and saucers become part of the activation, available for purchase both at the café and through Marni’s retail channels.
The collaboration also expands into programming. A rotating schedule of live music and weekly performances builds on Cucchi’s history as a social space, while a dedicated cocktail list developed with MARTINI introduces a contemporary take on the aperitivo tradition. Drinks like the Bianco Spritz and Bitter Spritz anchor the experience in something familiar, but updated.
More than a temporary installation, the project positions itself as an ongoing meeting point for the city. It’s less about creating a separate design destination and more about working within an existing one, adjusting its tone without disrupting its function.
Open daily and running well beyond Design Week, MARNI x CUCCHI reflects a different approach to brand activations.
