amo, solidnature, paf atelier and la marzocco talk in Milan
Design can be both permanent and temporary, however, during the fleeting pulse of a design festival, we truly see the long-term benefits of the ephemeral. The temporary can become plans for a more suggestive, speculative future. At Milan Design Week 2026this spirit was in force as designboom hosted an expansive conversation about how temporary environments serve as rehearsals for alternate realities. Inside the immersive ROOM FOR A DREAM activation, designers — Samir Bantal, architect and director of AMO/OMA. David Mahyari, founder of SolidNature. Christopher Dessus, founder of Paf atelier. and Paul Kelly, Global Marketing Director of La Marzocco — behind some of the week’s most striking installations explored how these dreamscapes are not just pop-up spaces, but sites where emotional and social values are tested before they solidify into permanence. Planning is a vital window of hope for what is to come.
immersive environments at Milan Design Week serve as experimental theaters for testing new values
temporary dreamscapes disrupt automatic thinking
The creative process for temporary spaces rethinks how we can access innovation by challenging the automatic reflexes of our everyday lives. Samir suggests that the power of design lies in its ability to disrupt automatic thinking. Inside Il Sonno’s stone supermarket, the concept explores how food items, such as a milk carton made of travertine, attract attention, forcing a state of surprise that invites visitors to speculate about a possible future. Transforming a space of silly habit into one of purposeful detail, the creators invited the audience to wander into new perspectives, question reality and see how positive a different everyday life could be.
‘The power of architecture, and the power of design, is to challenge these kinds of reflexes and automatic ways of thinking,says Samir. ‘I think the speculative element of design is very powerful because without imposing so much on the designer or the users, it invites them to really think about a possible future.‘
AMO/OMA’s Samir Bantal explains how architecture can trigger automatic reflexes and inspire speculation
the future belongs to the dreamers in design
True optimism in design emerges from the belief that the future belongs to the dreamers and those who want to awaken the dream in others. David suggests that changing our perspective on ancient materials like stone allows us to build a future rooted in both beauty and durability. He sees true sustainability as creating things that last forever, valuing them so highly that they are never discarded. For Mahyari, a successful immersive installation is one that is truly inspiring, changes something within the visitor and prompts them to envision a better tomorrow.
‘The future belongs to the dreamers,David confirms. ‘Having the opportunity to change perspective gives designers the opportunity to change the future. It cannot be built without visionaries. We need willingness from organizations to awaken the dreamers in people.‘
David Mahyari discusses how changing the way we look at materials like stone can help us build a better tomorrow
The future of space-making depends on immersive storytelling that goes beyond simple visual effects like screens and lights to create a meaningful connection between people and their environment. Christopher reflects on his work as a process of creating human connections and finding new ways to dream together. In designing the Cinema of Dreams, Dessus used the dream as an intangible force to create a place where anything is possible, focusing on the connection between symbols and emotions rather than just aesthetic form. He envisions architecture as an ongoing process and a good story that builds a lasting relationship with an institution or community.
‘As a designer, my job is to create connections with people,“, Christopher clarifies. ‘Immersive spaces are not about effects. It is riveting because of how it connects with intangible forces in us. When we create new places to dream together, we enable new ways of thinking about a better future.‘
Christopher Dessus shares his vision for Cinema of Dreams to create deep human connections
The future of design also prioritizes the shared rituals that ground us, turning both technical objects and everyday objects into empathetic anchors for connection. Paul sees design week as a window of hope and a vital investment in the future to which people naturally gravitate. By introducing rituals such as drinking coffee into the design conversation, Kelly highlights how sight, sound and smell can be used to hold a community’s attention. He believes that a truly immersive experience is one that prioritizes the customer’s experience over the designer’s ego, using design to elevate conversation and community to explore a better tomorrow.
‘In all industries and all walks of life, one must nurture communities,“, concludes Pavlos. ‘Milan Design Week is a real window of hope for everyone — it’s inspiring. It’s an investment for brands to be a part of, but it’s also an investment in the future. When people see suggestions for new ideas, they naturally gravitate towards them. And it’s vital for creators to see the experience, hear and learn from the community’s reaction.‘
Paul Kelly highlights the role of shared rituals, such as sharing coffee, in fostering authentic connections in design
