Shape and colouring of our approach was sourced from the Memphis Design Movement, an art movement which started in Milano in the 80’s and became rapidly popular across the globe. As a consequence Milan established itself as a pioneering city for design and fashion with world-wide acclaim.

We love local saying "Milano-Milano", translated as "Milan is Milan", which refers to its uniqueness and the fact that certain things or pleasures are only possible in this particular city.

By combining the visual and historic foundations of the Memphis Design Movement with the essence of Milanese guardianship over style innovation and exclusivity; we created a unique logo to stand the test of time. The design delivers a clear direction — towards a colourful and playful city, with a strong commitment towards design and fashion.