u003cspan style=u0022font-weight: 400;u0022u003eMilano Arch Week is an annual event dedicated to architecture, urban transformations, and the future of cities. This sixth edition, under the artistic direction of Stefano Boeri, President of Triennale Milano, is curated by Nina Bassoli and Matteo Ruta, in collaboration with Joseph Rigo. rnu003c/spanu003e

u003cspan style=u0022font-weight: 400;u0022u003eBuilding on the reflections from last year, which focused on the theme of suburbs and spread across the territory, Milano Arch Week 2024 aims to be a moment of social and cultural reactivation. It seeks to harness the city’s energies to deeply explore the enabling power of architecture. By gathering proposals from associations, designers, and organizations through an open call, this year’s event will expand its program to cover various neighborhoods of the city. rnu003c/spanu003e

u003cspan style=u0022font-weight: 400;u0022u003eThe visual project is inspired by the importance of vocabulary in conveying messages. The communication is based on key words presented on a large scale to create a provocative shouting effect. u0022Weaku0022 is the main chosen adjective, referring to a specific conception of architecture: welcoming, honest, and sensitive to citizens’ needs. This word is intended to contrast with u0022Week,u0022 serving as an exhortation to feel free even in weakness. The play on words ultimately asserts the right of people to be fragile. rnu003c/spanu003e

u003cspan style=u0022font-weight: 400;u0022u003eWe designed a campaign focused on the word u0022weaku0022 that, spreading like a tag on walls, quickly invaded urban spaces – almost like a temporary graffiti.rnu003c/spanu003e