New kids on the block: six new brands set to launch in Milan

Among the stalwarts at this week’s Salone del Mobile, a smattering of ambitious new design studios and brands will launch on to the scene. Offering a new spin on everything from wallpaper to plastic furniture, here are six design debutantes hoping to turn heads.
Writer: Ali Morris
-----
Qeeboo: Figurehead of Italian design Stefano Giovannoni returns to his industrial design roots with the launch of Qeeboo, a brand that produces plastic furniture at affordable prices. Sold online – on the company’s own website and international web platforms – Qeeboo’s debut collection will comprise 25 injection-moulded furniture, lighting and decorative object designs by design stars such as Nika Zupanc, Andrea Branzi, Richard Hutten, Front and Gabriele Chiave (creative director at Marcel Wanders).
Pictured left: Marcel Wanders with his ’B.B.’ chair and ’B.B.’ table. Right: Stefano Giovannoni with his ’Rabbit Chair Baby’ and ’Rabbit Chair’
via Stendhal 35
11–17 April
Ghidini 1961: Developed in collaboration with Milanese designer Stefano Giovannoni, Ghidini 1961 is the new design brand from Ghidini Giuseppe Bosco, Italy’s leading manufacturer of classic and baroque-style brass hardware. Marking the brand’s first foray into the contemporary consumer market, the debut collection includes over 40 cast items including champagne buckets, mirrors, candle holders and fruit bowls designed by the likes of Nika Zupanc, Richard Hutten, Andrea Branzi, Fernando and Humberto Campana and Studio Job.
Spazio Rossana Orlandi
Via Matteo Bandello 14/16
12–17 April
Botteganove: Having grown up among the pottery, plaster moulds and kilns of Nove, Italy, young entrepreneur Christian Pegoraro was frustrated by the lack of personality in contemporary ceramics. To counteract what he refers to as ‘a standardisation’ in the industry, Pegoraro has launched Botteganove, a new mosaic tile brand that seeks to combine ancient tradition with a modern vision. Six collections of textural tiles designed by the company’s art director Cristina Celestino draw upon feathers, flowers and the graphics of Gio Ponti for inspiration.
Ladies&Gentlemen
Via Cesare Correnti 14
5VIE Districts
10 – 17 April
Texturae: Created by young entrepreneurs Daniele Morabito and Dario Pulitanò, Texturae is a new Italian wallpaper brand that pairs the visuals of graphic designers and artists with the latest manufacturing technology. Comprising three distinct collections – ’Warp’, ’Weft’ and ’Yarn’ – conceived by an impressive roster of young designers, Morabito says the Italian-made designs will ‘transform spaces and habitats into an aesthetic experience.’ Presented as part of ’Woven and Printed Surfaces’.
Gallery Statuto 13
Via Statuto
13, 20121
12–17 April
JCP: Milanese architect Livio Ballabio is the man behind new experimental furniture brand JCP, which will debut a collection of ten pieces at via Solferino’s Teatro dell’Arte della Triennale di Milano. Titled ’Ten Secret Treasures’, the rule-breaking pieces include a sofa made from welded golden wire designed by Milan-based Emanuele Magini.
Teatro dell’Arte della Triennale di Milano
via Solferino (in front of n. 22)
12–17 April
Astep: Following Alessandro Sarfatti’s eight-year tenure as CEO of Luceplan, the lighting company that was set up by his parents in 1978, the Italian businessman is back with the launch of new lighting brand Astep. As well as re-releasing designs from the 1950s by Vittoriano Viganò and Sarfatti’s grandfather Gino Sarfatti, Astep will debut ’Candela’, an energy-harvesting lamp designed by Francisco Gomez Paz. ’Candela’ uses the heat of a flame to generate electricity, to provide illumination as well as power for charging mobile devices.
Pictured left: ’Candela’ bedroom light, by Astep. Right: ’Model 2065’ living-room light, by Astep
Palazzo Litta
Corso Magenta 24
12–17 April
Wallpaper* Newsletter
Receive our daily digest of inspiration, escapism and design stories from around the world direct to your inbox.
Ali Morris is a UK-based editor, writer and creative consultant specialising in design, interiors and architecture. In her 16 years as a design writer, Ali has travelled the world, crafting articles about creative projects, products, places and people for titles such as Dezeen, Wallpaper* and Kinfolk.
-
In Shanghai, Hermès conjures a ‘cosmopolitan explorer’ for its one-off show on the Huangpu River
Nadège Vanhée, artistic director of Hermès’ womenswear collections, presented ‘The Second Chapter’ of her A/W 2025 collection earlier this evening (13 June 2025) against the futuristic skyline of Shanghai
-
Out of office: the Wallpaper* editors’ picks of the week
It was a jam-packed week for the Wallpaper* staff, entailing furniture, tech and music launches and lots of good food – from afternoon tea to omakase
-
Peugeot brings back a classic performance badge for the electric era: meet the E-208 GTi
Peugeot has unveiled the new E-208 GTi, a performance EV designed to hark back to a golden age of compact sports cars
-
O Milano! Design's epic annual spectacle in photos
Call us biased, but we believe that Milan Design Week is, at this moment in time, the greatest show on earth
-
‘Romantic brutalism’ rethinks Polish craft
An exhibition in Warsaw gives local makers their due, looking inside the burgeoning world of Polish design
-
Eight designers to know from Rossana Orlandi Gallery’s Milan Design Week 2025 exhibition
Wallpaper’s highlights from the mega-exhibition at Rossana Orlandi Gallery include some of the most compelling names in design today
-
Bentley’s new home collections bring the ‘potency’ of its cars to Milan Design Week
New furniture, accessories and picnic pieces from Bentley Home take cues from the bold lines and smooth curves of Bentley Motors
-
StoneX partners with Wallpaper* for material alchemy at Milan Design Week and beyond
The natural stone purveyor teams up with Wallpaper* for a three-year partnership of material adventures, starting with an exhibition at Triennale di Milano
-
David Rockwell’s Milan Design Week presentation is a love letter to cork
Rockwell Group’s Casa Cork installation showcases this under-appreciated material, which is infinitely recyclable and sequesters carbon for decades
-
Emerging galleries to discover during Milan Design Week
Wallpaper’s Milan editor has the inside track on the younger design galleries coming to town
-
Buccellati brings the forest and Furry Animals to Milan Design Week
The jewellery and silverware maison falls back on tradition for its Milan showcase, presenting its now-emblematic collection of intricately crafted creatures