A project by Studio Yarn × Photodaf

Milano Design Week 2026

The project originates from a clear observation: during Milano Design Week, attention is focused on spaces, installations and brands, but the element that truly generates meaning is how they are experienced. People activate places, create connections and turn content into experience.

People of Fuorisalone operates within this layer.
Through portraits and short interviews collected within the real flow of the city, the project builds a spontaneous and unmediated narrative. Each piece of content is created in context, without sets or artificial staging. The consistency of the format allows comparison, while differences between subjects shape the narrative.

Within this system, brands are no longer isolated elements, but exist through the people who move through them. Design shifts from what is displayed to what happens around it.

Activations.
Activations extend the project into the physical space. Stickers introduce questions into the urban fabric, replicating the interview mechanism outside the editorial format. In parallel, to further develop this activation, Eris was involved in collaboration with Peroni, offering beers free of charge to create moments of encounter and enable interaction in a natural way.

Credits

Curated by Eleonora Sicolo

Creative Direction by Studio Yarn

Photo & Video by Photodaf

Interviews by Anas Asri



Friends

ERIS - Via Eustachi 8 Milano
Birra Peroni 


© 2026 People of Fuorisalone
peopleofuoriosalone.com

The Caminetto project was developed with the goal of creating a visual identity that conveys the venue’s versatility and welcoming spirit, positioning it as a reference point for different moments of the day.

The typography, soft and approachable, was chosen to evoke the warmth and conviviality that define the Caminetto experience. The payoff “Dal caffè al dopolavoro” (“From coffee to after work”) plays with spacing between words to express the idea that Caminetto is not just a café, but a meeting place that accompanies people from breakfast through to evening drinks.

At the heart of the identity is the mascot: a dynamic character with legs in motion, symbolising the fluid transition between the different experiences offered by the venue. The mascot adapts to context — transforming into a coffee cup, a glass of wine, a cocktail, or a croissant. This modularity allows the visual system to be easily applied across menus, merchandise, and social communication, while ensuring coherence and recognisability.

Outcome. A functional and distinctive identity that moves beyond the classic image of a simple café-bar, positioning Caminetto as a contemporary and welcoming space designed to accompany every moment of the day.