DESIGN PRIDE + PARTY POWERED BY KEGLEVICH

The colorful and inclusive celebration of creativity, created by Seletti, returns for its eighth edition. Starting from Piazza Castello and arriving at Piazza Affari for the final party curated by Main Partner Keglevich.

Joining the street parade with engaging performances are partner Sammontana and the spectacular participation of the Viareggio Carnival.

Wednesday, April 9, 2025, from 6:00 PM to 12:00 AM

DESIGN PRIDE – Departure from Piazza Castello: 6:00 PM
PARTY BY KEGLEVICH – Piazza Affari: 7:30 PM – 12:00 AM

Milan is getting ready to welcome the eighth edition of DESIGN PRIDE, the street parade of creativity by Seletti, the Italian brand that has made freedom of expression its hallmark. On Wednesday, April 9, 2025: the colorful and festive procession will cross the city, inviting everyone to take part in an inclusive and out-of-the-box celebration. WE ARE DESIGN is the message that unites the participants and invites them to experience this event as a moment of free expression.

At 6:00 PM, the parade will start from Piazza Castello, winding through the streets of the 5VIE district, and will culminate in Piazza Affari, where from 7:30 PM to midnight the final party will explode. A truck with a DJ console will accompany the procession, transforming into the heart of the event with an exceptional line-up ready to make Milan dance.

“The DESIGN PRIDE is a phenomenon that grows and renews itself with each edition, without losing its spirit of sharing and fun,” says Stefano Seletti, Artistic Director of the brand and creator of the project. “It’s incredible to see so many people gathered to celebrate design in such a spontaneous and authentic way: it’s this energy that makes it special.”

Keglevich, the historic vodka brand and Main Partner of the 2025 edition, will light up the party in Piazza Affari with its bold and unconventional spirit, bringing a Skip The Ordinary experience with an iconic Airstream that will join the parade and a series of bar stations serving the iconic Keglevich cocktails, allowing the public to taste the freedom in true DESIGN PRIDE style.

“We couldn’t wait to return here with Seletti to celebrate design, creating a unique experience in direct contact with the people, offering them an unforgettable evening,” says Valentina Simonetta, Marketing Director at Stock Spirits Italia.

Joining the event is also partner Sammontana, the Italian ice cream company that has been bringing smiles and flavors to Italians’ homes and bars for nearly 80 years. They will be present with their iconic ice cream cart, ready to offer a sweet moment to participants along the route, accompanied by fun parade performances and an immersive scenography in Piazza Affari, adding to the atmosphere to make it even more engaging and surprising. During the evening, guests can enjoy some truly surprising offerings such as the BIS! ice cream sandwich, the revolutionary Gruvi popsicle, and the iconic Cono Cinque Stelle.

The soundtrack of DESIGN PRIDE 2025 will be provided by two special guests: Boss Doms and DJ Shorty, who will energize the parade and the final party with their explosive sound, turning the event into an unmissable celebration.

A new and spectacular participation will enrich DESIGN PRIDE 2025: for the first time, the Viareggio Carnival will parade with the group mask “Insieme sotto lo stesso cielo” (Together Under the Same Sky) by Silvano Bianchi, winner of the 2024 edition. A work that conveys a powerful message of hope and peace, celebrating love and unity among people of all origins. Inspired by the works of Gustav Klimt, the allegorical construction invites us to consider diversity as a wealth and to build bridges between cultures for a future of harmony and mutual understanding.

DESIGN PRIDE is much more than a parade: it’s an opportunity for students, young talents, and design enthusiasts to experiment, take risks, and shape new creative visions. A moment when the city becomes an open-air laboratory, where freedom of expression is the absolute protagonist.

The initiative is realized in collaboration with NMG/5VIE art+design, which supports innovative projects in the historic heart of Milan, and with the support of the agency Paridevitale Communication & PR, which has been taking care of its development, production, and communication since the first edition.