Digital: Publishing brands

Fòco is the final chapter in the quadrilogy of elements that, over the years, Archiproducts has explored together with Studiopepe through a curatorial journey inspired by Earth, Water, and Air. Following the immersive experiences of the past three editions, the Archiproducts Milano design experience now draws inspiration from Fire—both a primordial and symbolic element, interpreted through an interior design project built on contrasts, tensions, and harmonies.

In the new Fòco project, the vision of Studiopepe founders Arianna Lelli Mami and Chiara Di Pinto—who have shared a passion for materials for over twenty years, alongside a multidisciplinary approach where poetry and rigor coexist—takes shape in a layered, accent-driven set-up where materials, light, and forms engage in a continuous dialogue.

FÒCO Living Notes by Studiopepe is the Archiproducts Milano 2026 project.
The Design experience is powered by Samsung – a global leader in innovation and climate solutions for both residential and commercial spaces. With its exclusive WindFree™ air conditioning technology, Samsung delivers maximum comfort without direct airflow. Thousands of micro-holes gently and evenly disperse air, eliminating cold drafts and enveloping the environment in total comfort. A special installation where design and technology converge, transforming the interior project into a unique, connected experience, enhanced by the presence of the new WindFree Première+ system — an icon of Comfort and Connectivity. A new design conceived to stand out.
Developed in collaboration with over 50 international brands, the new setup will be officially unveiled during Milano Design Week. As always, join us at Via Tortona 31.

Archiproducts Milano 2026, the concept

FÒCO Living notes by Studiopepe is a new sensory experience where the natural element becomes a force of transformation for matter, as well as a lens through which to interpret space, materials, and relationships.

Around fire, a community of individuals, connections, and visions comes together. This inspired the idea of creating neutral environments defined by warm materials and tones, intimate spaces, soft lighting, and focal points—enriched by touches of color in a play of harmonies and contrasts where the natural element is both creative inspiration and a way of inhabiting space and observing people.

“Fire is a creative spark and, at the same time, a point of human aggregation. It activates the project, but also defines a center, a point of focus. It is an energy that becomes a perspective on things: a way of observing space and the relationships within it,” Studiopepe

Fòco is an interior project with multiple identities, bringing together different brands and products within a unified narrative. It is conceived as an environment designed to inspire the research and selection work of architects and professionals, where every element contributes to building a coherent yet never univocal vision. In this sense, Living notes becomes the key to reading the project: spatial annotations, design traces, and suggestions that turn the interior into a living tool to be experienced and interpreted.

“Like the remarkable projects of previous editions, Fòco stands out as a unique interior design project within Design Week. It brings together a major studio, a leading platform, and an extraordinary selection of international brands—to create relationships between different brands and products, languages and visions, space and design. And to offer architects and professionals a concrete reference for their research and product specification work,” Enzo Maiorano, Chief Creative Officer, Archiproducts

Warm Tones and Material Textures

If the atmosphere in the Aria project was surreal and almost otherworldly, the new set-up unfolds as an intimate space where the natural element leaves its mark through warm, intense, burnished tones, tactile textures, and focal points.

Never overtly bold, yet always balanced, red appears as a subtle presence in multiple shades. The palette moves from delicate amber tones—from the glass of Vetreria Vistosi lamps to the AYTM metal bench—to terracotta hues in Sprech fabrics framing the first-floor outdoor space and in the textured lamps by Hind Rabii. It then deepens into richer burgundy tones, recurring across nearly all spaces in varying intensities: from Alcantara surfaces to Opinion Ciatti indoor e outdoor furnishings enhanced by red maple trees, the Aluvy sideboard, Photowall wallpaper, the Mute Pod, the oxide red of the Ofyr brazier, the “wine red” metal of the Arkine kitchen block, and Morica furnishings in Marsala red.

Within the project’s visual narrative, red intensifies in occasional deep bordeaux accents before darkening into burnished tones—seen in the dark bronze gradients of Arte Veneziana glass furnishings—and into black, with the Desalto Maxi Clay in lava stone, Parla furnishings in black ash, the Terzofoco console in dark earth with a lava stone top, and the American walnut of the Geberit vanity unit.

Contrasts, Accents, and Layering

In Archiproducts Milano’s 2026 project, fire is a silent presence, its transformative power expressed through accents, contrasts, and layers. Neutral tones, tactile textures, and soft lighting are paired with glossy finishes, while metals and oxidized glass allude to material transformation.

Set within a neutral-toned space, the “smoked iron” oxidized metal paneling by Da Prà, paired with the central La Nordica electric fireplace, interacts with contrasting furnishings. These include the Pistore Marmi table with its irregular, organic forms in “ombra di Caravaggio” marble, Nicoline upholstered pieces in rosewood-red Alcantara, and metallic accents from Køge coffee tables.

The Abet Laminati metal wall, warming the first-floor corridor, opens into two large geometric niches in deep red tones, enhanced by soft lighting that creates a welcoming atmosphere.

Metal also appears in Kriskadecor chain curtains in a delicate amethyst shade, in the finish of the Höfats brazier, in the “Peltro” paneling by Ronda Design, in the dark-toned DGA pendant lamp by Draw Studio, in the 3M films used for the 3M Capsule installation, and in the reflective metal curtain by Alcantara that brings movement to the space.

An Immersive Experience in the Listening Room

In one of the upstairs rooms, a combination of contrasting elements—burgundy Mogu sound-absorbing wall coverings, neutral furnishings by Roolf Living, and the warm, diffused light of handmade wall lamps by Japanese designer Shintaro Kono—creates a preliminary listening space, inviting visitors to pause before entering the adjacent Listening Room, the core of the Archiproducts Milano 2026 immersive experience.

Here, the space is illuminated by a striking suspended Dresswall grid reflected on glossy burgundy walls finished with Sikkens, defining the focal point. Beneath it, the designers conceived a “conversation pit”: a central lounge furnished by NORR11, featuring a custom Sonos sound system and Leica technology for a cinematic effect projected onto Dresswall Lights wall panels—forming the heart of the room and creating a niche-like setting that encourages intimate social interaction.

A play of light and shadow adds depth and movement: six circular Il Fanale wall lamps in burnished metal are placed on the glossy walls, while a sculptural lighting system by Luceplan completes the space—a warm, welcoming environment designed for gathering and conversation.

Thanks to the installation curated by the students of the Master’s Program in Creative Media Production at NABA, Nuova Accademia di Belle Arti, video and sound will guide visitors through an immersive experience within the Listening Room. Here, the natural element is interpreted as a transformative and dynamic force, capable of altering perception and leaving traces both in the viewer’s gaze and in image-capturing devices, through phenomena such as retinal persistence, double exposure, and image distortion. The experience will be enriched by interactive audiovisual performances during Design Week. The installation will remain permanent and open to visitors throughout 2026.

Samsung, Main Partner of Archiproducts Milano 2026

At Archiproducts Milano, optimal climate comfort is ensured by Samsung solutions. Once again participating as Main Partner, Samsung reinforces its long-standing strategic collaboration with Archiproducts, centered on innovation, comfort, technology, and design. Cassetta 360—an iconic product from the Climate Solutions line—and WindFree™ technology — featuring thousands of micro-holes that diffuse air evenly without direct airflow — provide an immersive experience of contemporary comfort at Via Tortona 31. Following last year’s highly appreciated immersive installation in the outdoor area of the showroom, “The Gentle Room” becomes an integral part of the new setup curated by Studiopepe.

A dedicated space where the latest flagship product from the WindFree™ range, Première+, interacts with solutions and furnishings from the other Brands selected for “Fòco. Living Notes,” creating a refined and balanced dialogue between comfort, technology, and Design. Samsung also plays a leading role in both cooling and heating solutions: alongside WindFree™ and Cassetta 360, ClimateHub is featured as part of the EHS heat pump systems.
With WindFree Première+, its latest innovation for residential spaces, Samsung takes climate comfort to the next level, combining innovation, AI, and design. This air conditioner represents a further evolution of Samsung’s unique, patented WindFree technology, delivering an unprecedented comfort experience, avoiding uncomfortable direct airflow and making it suitable even for more sensitive environments such as bedrooms or offices.

In addition to ensuring an even air distribution through thousands of micro-holes, without direct airflow, WindFree Première+ features a sophisticated design defined by clean lines and a tactile finish, making it perfectly suited to contemporary interiors. The two new color options further enhance its role as a true design element, seamlessly integrating into and elevating any space. Samsung’s technological core is further expressed through advanced AI features designed to optimize personalized comfort and energy efficiency, significantly enhancing the overall user experience.

The BTicino Smart Apartment

In a completely renewed format, the BTicino Smart Apartment opens its doors to visitors of Archiproducts Milano 2026, offering the experience of a true smart home. Lighting, automation, sockets, temperature, and video entry systems can be controlled on-site or remotely via app or through Amazon, Google, and Apple voice assistants.

An intuitive technology that, in just a few simple steps, allows a traditional system to be transformed into a smart one—without structural work and without changing standard installation habits.

Main Partner
Samsung WindFree

Furniture
Alcarol, ALUVY, Arkine, Arte Veneziana, AYTM, Berlin Acoustics, Desalto, Foster, Geberit, Hi-Retail, Køge, Morica Design, Mute, Newform, Nicoline, NORR11, Opinion Ciatti, Parla, Pistore Marmi, Roca, Ronda Design, Roolf Living, Scappini Home, Terzofoco

Lighting
DGA, Hind Rabii, Il Fanale, Luceplan, LUCIFERO’S – ArchiTech Lighting, Shintaro Kono, Terzani, Vetreria Vistosi

Outdoor
OFYR, Sprech, Umbrosa, WAREMA

Finishes, Materials & Architecture
051 element, 3M, Abet Laminati, Ademi, ARQ Luxury Extinguishers, Da Prà, Dooor, Dresswall, EKU, Eterno Ivica, Gerflor, Höfats, Kriskadecor, La Nordica-Extraflame, Material Bank, Materica, Menaballi, Mogu, Radici, SCIROCCO H, Sikkens

Textile & Wallpaper
Alcantara, Murals, Photowall, Tendagi®

Tech
BTicino, Dimensione3, Leica, Samsung Audio-Video, Samsung Climate Solutions, Samsung Home Appliances, Sonos

Decor
Agave, Geelli, InkPoster, Ionnyk, Lusent35, SoldiDesign, Systemtronic

Clothing Design
RRD – Roberto Ricci Designs

Wine
Oltrenero

Fragrance
Culti Milano

Institutional
NABA, Nuova Accademia di Belle Arti

In Partnership with
Milano Design Week

About Archiproducts
With over one million products, more than 3,500 Brand partners and 3.7 million registered users, Archiproducts is the global source for Architecture and Design. Thousands of Professionals, Companies, and private users from all over the world choose Archiproducts to find inspiration, search catalogs, and discover Design products of the most important international Brands. Archiproducts Milano is the Archiproducts hub in Via Tortona 31, Milano. A space of Design Experience that welcomes Architects and Interior Designers in search of inspiration and new solutions for their projects. Every year, a new setup, an interior studio, and 100 Brands worldwide. Every day, product launches, temporary showrooms, pop-up shops, press conferences, installations, workshops, exhibitions, and meetings. An inspirational place full of life, where Design and Architecture interact with overlapping worlds such as fashion, tourism, sport, food, and other creative industries.
Archiproducts is part of Mondadori Digital.

Some people sing to entertain, others sing to break down doors locked tight. And then there’s BigMama.

Marianna Mammone, known as BigMama, will speak candidly today on camera for Scomode, the interview format from the digital women’s magazine The Wom, which gives a voice to those determined to challenge prejudices and addresses the hottest topics in contemporary women’s life with authoritative women who resonate with the community.

The 25-year-old Italian rapper and singer-songwriter, champion of authenticity, will share never-before-heard stories from her life with spontaneity, sensitivity, and intimacy.
During the interview, BigMama will discuss bullying, insecurity, vulnerability, and how she has transformed the most profound experiences of her life into strength, awareness, and music – a personal story that encourages opening up to others and not being afraid to show who you truly are.

This episode highlights the importance of listening, starting with the youngest, and the necessity of asking for help when needed. It portrays anger as a legitimate emotion to acknowledge and release, and music as a tool to channel it, celebrating vulnerability, sensitivity, and empathy as valuable resources that can make us feel better and less alone.

“My advice to parents is to approach their children with an open ear, to listen to what they have to say, and help them when necessary. […] I think this kind of attention is essential because it can literally save a person’s outlook on life.” When asked, “What would you say to the little girl you were?” BigMama responds with advice that applies to all young people: “Keeping everything inside doesn’t help at all; it just overwhelms you with emotions.”

BigMama’s artistic power stems precisely from this: emotions and anger become living material in her lyrics and songs, erupting fully when she performs. “On stage, I have the courage to say things I don’t in everyday life,” she explains, “and music has been the way to channel the anger from my mind to the microphone.”
“My work – my artistic project, my music – also helps me stop hiding that inner vulnerability. I’ve learned that exposing myself honestly makes me feel better. Talking about what I feel, connecting with others, and then finding people who say, “You know, I feel that way too,’ makes me feel less alone.” BigMama shared.

The Scomode interview with BigMama can be followed starting today, 3 December, at 6:00 p.m. on The Wom’s social media profiles.

• Instagram
• Facebook:
• YouTube
• Spotify

In a world that wants us to be “comfortable,” silent, and conformist, BigMama and host Valentina Lonati, Culture Editor of The Wom, will engage in a constructive conversation about what it truly means to be uncomfortable today: the suffocating constraints of provincial life, the art of being a nuisance, illness, and rebirth.

You can watch the trailer for the BigMama interview by clicking this link.

SCOMODE, THE CULT FORMAT OF THE WOM

Hosted by Valentina Lonati, Culture Editor of The Wom, Scomode was created to offer unfiltered, open spaces where authentic words and deep conversations can emerge on underrepresented topics in women’s lives. The discussions feature well-known figures who can provide comfort, motivation, and inspiration. It’s not just a vodcast: it’s a safe space where taboos are dismantled piece by piece, allowing new awareness to surface, and its guests serve as role models to look up to.

The format premiered on 4 November with Giorgia Soleri, the activist and writer who has long fought against stereotypes surrounding mental health, invisible illnesses, body image, and relationships. The debut was remarkable: the first episode garnered 4 million organic views on Instagram, demonstrating a strong demand for depth, authenticity, and identification among young millennials and Gen Z.

The Wom is Italy’s leading social magazine for women, dedicated to younger generations and real-life stories that promote self-acceptance. It is a reference point for young women on Instagram, with a total fanbase of over 10 million followers, and reaches more than 9 million unique users per month across web and social channels (Comscore Social Incremental Reach, average of the last 3 months). In 2023, The Wom was awarded “Best Web Article” at the Diversity Media Awards, and in 2025, together with Gruppo Mondadori, it received the Special Advisory Board Award “Assolombarda for Social Impact.”

How do young Italians experience money in the digital age? Do they trust app-based payments? Are they afraid of scams? And do they still feel the value of money that never passes through their hands?

These are the questions explored in the study “Touch, Pay, Trust”, conducted by Webboh LAB and the research institute Sylla, and presented today at the Salone dei Pagamenti, the international event promoted by the Italian Banking Association (ABI) and organized by ABIServizi.

The survey was carried out on a national sample of about 4,000 teens aged 14 to 19 (the so-called ExpoTeens), selected jointly from the Webboh community and the Webboh LAB panel, and representative by age, gender, and geographical area.

THE SURVEY FINDINGS

“Touch, Pay, Trust” isn’t a slogan—it’s the emotional grammar through which young Italians are learning to trust digital money,” said Furio Camillo, Professor at the University of Bologna and Scientific Director of Webboh LAB.

The study reveals that Gen Z sees money as a tool for freedom, independence, and self-fulfilment, while maintaining a strong focus on saving and financial education.

Family, education, and social context play a key role in shaping attitudes, while digital payments are seen as a gateway to autonomy—but also an area that demands awareness and caution, especially regarding cybersecurity.

Looking ahead, the new generations envision a smart, seamless, and integrated financial world, guided by a clear desire for personal control and independence.

The main findings follow below:

• Responsibility and fulfilment: what money means to Gen Z

Young Italians see money first and foremost as responsibility (8.6/10) and as a means to achieve their dreams (8.2/10).

Freedom comes next (7/10), while power and fun matter less (6.6 and 6.5). Only 3.6/10 associate money with a way to show off who you are.

For today’s youth, money isn’t power, it’s responsibility.

The younger Gen Z in particular sees it as a tool to build, not to appear.

• Saving and investing: awareness and a willingness to learn

Saving plays a central role: teens prefer to save rather than spend right away (7.2/10), viewing it as a way to make personal projects happen (8.3/10).

Investing is also seen as useful (7.1/10), and young people express a strong desire for more financial education to understand how it works (7.5/10).

In short, for Gen Z, saving means shaping their own future. And they would like more financial education.

It’s a generation that wants to learn about finance and rejects the idea that investing is only for adults.

• Digital payments and security: balancing convenience and caution

Digital payments are valued most for their speed (7.8/10) and convenience (6.9/10), but awareness around online security (7.1/10) and data protection (9.5/10) is growing.

When it comes to managing money online, 28% of young people say they trust only themselves, while 45% rely mainly on their parents. Interestingly, 16% place their trust in traditional banks.

For younger Gen Z, going digital isn’t about keeping up with the times, it’s about making life easier.

• Generational exchange: the family factor

Family still plays a key role. Around 40% of teens say they regularly use a parent’s or relative’s debit card, while 62% feel responsible when helping a grandparent make an online payment.

In nearly half of cases (49%), it’s parents who teach them how to use payment apps, although 30% learn on their own by experimenting.

Trust in digital money begins at home: parents remain the main touchpoint for financial security.

• Looking ahead: a smart, invisible future

When they picture the future, young people imagine payments that are invisible (38%) or more personalized and smart (39%), with only 4% expecting a return to cash.

Asked how they see digital money, 40% say “Trust is good, but I feel safer entering the PIN,” while 30% respond “Money isn’t everything, but I decide how to use it.”

The younger Gen Z doesn’t trust blindly — they live the digital world with active caution.
It’s the generation of “controlled trust”: to trust, but to verify.

• Influencing factors and socio-demographic differences

This study also provides a detailed overview of the dynamics that influence the financial behaviours of Italian Gen Z.

The analysis shows that parents’ education, level of study, occupation, and other socio-demographic factors significantly shape young people’s financial attitudes.

The survey highlights that:

• Family and parents’ education: children of more educated parents show greater trust in banks and their families, a more digital vision, and greater awareness of online risks.
• Level of education and autonomy: more educated young people display greater independence, a more digital view of money, and a stronger sense of responsible management.
• Age and gender: with age comes more autonomy and greater risk awareness; females tend to place more trust in their parents and show more caution, while males are more oriented toward independence and the use of digital systems.
• Geography and socio-economic context: the North and Centre favour trust in banks and digital awareness, while the South and Islands rely more on family and a traditional approach; the perceived quality of one’s living environment influences levels of trust, autonomy, and use of family bank cards.

• Six ways of living digital money

The cluster analysis identified six psychographic profiles that represent the different ways in which younger members of Gen Z interpret trust, control, and innovation in payments:

• Cashless Believers (20.5%)
• Detached Traditionalists (27.6%) – use physical cards, but without distrust.
• Cash Guardians (19.6%) – fear online theft and seek control.
• Digital Trust Seekers (16.3%) – demand transparency from banks.
• Confident Institutionalists (8.5%) – believe in the security of the banking system.
• Easygoing Digitals (7.5%) – use apps without worrying too much.
  Between trust and caution, 70% navigate the digital world demanding security and transparency.

The logical map of the six clusters reveals a generational landscape in full transformation.

Almost half of the younger Gen Z population moves between prudence and rational trust: the Detached Traditionalists and Digital Trust Seekers embody the moderate core of the system, more focused on transparency than innovation.

At the two extremes stand the Cash Guardians, who see digital systems as a threat to personal security, and the Cashless Believers, who have fully internalized the logic of “touch” as the natural language of money. In between, two interesting minorities emerge: the Easygoing Digitals, spontaneous but superficial, and the Confident Institutionalists, who represent systemic trust and a balance between technology and stability.

Overall, the younger Gen Z is not divided between those who trust and those who don’t, but rather between different ways of giving meaning to trust: from the need for control to the effortless spontaneity of the digital gesture.

“One in five young people is already fully aligned with the concept of cashless living, but more than a quarter remain tied to cash as a form of psychological control.
Between these two extremes lives the prudent majority of younger Gen Z, the ExpoTeens, who move through the digital world seeking security and transparency.”

The survey was presented by Professor Furio Camillo at Il Salone dei Pagamenti during the session “Payments 4.0 – Opportunities and Pitfalls in the Age of AI”, held in collaboration with FEduF – Fondazione per l’Educazione Finanziaria e al Risparmio. The event was attended by around 900 high school students.

Webboh is the leading media outlet for Generation Z in Italy. Founded in April 2019, it has been part of Mondadori Media since February 2023. It reaches over 6 million users each month across web and social channels (source: Social Incremental Reach Comscore, June 2025) and has a fanbase of 5 million followers on TikTok, Instagram, YouTube, and WhatsApp — 70% of whom are under 24. Webboh ranks among the top ten most influential Italian media brands on social platforms, and it is the number-one outlet for Generation Z in terms of engagement and video views (source: Top Italian Media Rankings by Prima Comunicazione, produced by Sensemakers).

Webboh Lab, born from the collaboration between Webboh and the research institute Sylla under the scientific supervision of Professor Furio Camillo, is the first Permanent Observatory on Generation Z in Italy. Its goal is to provide an authentic, data-driven picture of Gen Z, giving young people a voice through surveys and research that turn their opinions into actionable insights for companies, institutions, and the media.

Sylla is a research institute specializing in market surveys, economic analysis, marketing studies, and business development. It collaborates with national and international research centres, public institutions, communication agencies, and leading Italian universities including Bologna, Genoa, Trento, Turin, Politecnico di Milano, Università Cattolica di Milano, and Bicocca di Milano. Sylla is a member of ESOMAR and operates in full compliance with international professional ethics codes.

Young women are calling for a new narrative around STEM. One that is more inclusive, creative and inspiring. This is the key finding from the survey conducted by The Wom, the digital magazine that has become a benchmark for new generations, in collaboration with the Sylla Research Institute and under the scientific supervision of Professor Furio Camillo. The results were previewed in Milan during the STEM Women Congress 2025, the international event that promotes the participation and visibility of women in the fields of science and technology.

The research, entitled “Donne, STEM e Futuro (Women, STEM and the Future)”, is based on more than 500 questionnaires completed by Gen Z and Young Millennial women from The Wom community. The findings reveal a generation determined to change the rules of the game:

• One in three already studies or works in a STEM field;
• One in five has felt discouraged from choosing a scientific path;

Despite this, 84% consider STEM careers stimulating, and 50% also see them as creative, a strong signal that overturns the old stereotype of science as something cold, dull or “for nerds”.

Additional insights from the research

Awareness and knowledge:

• 58% know what the acronym “STEM” stands for (rising to 66% among teenagers, the most informed group);
• 51% still associate “STEM” with the male world, although the other half of respondents do not;
• 39% of under 18s see women in STEM as pioneers and role models for others (the overall average falls to 29%);

Persistent stereotypes:

• 79% have heard at least once that “girls aren’t good at maths”;
• 45% have heard that motherhood is an obstacle (“they have children, so they have other priorities”);

Perceived barriers:

• 55% identify work-life balance as the main challenge to pursuing a STEM career;
• 51% believe the gap stems from an education system that still favours boys;
• 50% feel there are few opportunities for growth and leadership;

A new vision: from “safe careers” to “careers that change the world”

For 51% of respondents, women who pursue a career in STEM are still largely seen as exceptions in a male-dominated world. However, there is a clear need to reshape the narrative around STEM disciplines – moving beyond numbers and financial security to highlight creativity, social impact and empowerment. This is reflected in the “headlines” that resonate most with young women:

• “Girls changing the world with technology” (34%);
• “Not just numbers, but the future” (32%);
• “Where creativity is also science” (29%);

Only 5% recognise the role of STEM subjects in helping to secure employment (“the key to having a stable job in the future”), a sign that perceptions around STEM careers are shifting.

Alongside iconic role models such as Samantha Cristoforetti and Fabiola Gianotti, scientific digital creators (24%) are also gaining influence — figures like Ilaria Lucrezia Rossi, a physicist and science communicator known for her @shescience profile, are seen as accessible role models who can inspire others through social media.

More women in STEM: how?

To build a more equitable future in STEM, women surveyed – 60% of whom said they would like more support and training – identified education and communication as the key areas for improvement:

• inclusive events starting from middle school
• fair and motivating school guidance
• eliminating stereotypes in media and language
• better work–life balance.

“The survey reveals a strong desire for change within The Wom community. The findings clearly show the need to evolve towards a STEAM perspective that integrates the arts and recognises creativity as a vital element in nurturing innovative thinking,” said Daniela Cerrato, CMO of Mondadori Media, during the presentation of the data. She added: “The young women we spoke to are calling for a shift in the collective imagination, which must also come through better representation in the media – so that science and technology finally become accessible and sustainable career choices. That’s the mission that drives The Wom every day.”

“With the Milan Congress, we wanted to go beyond simple discussion: we built a narrative shaped by data and diverse voices – scientists, artists, companies and, above all, young people – who showed us how STEM can and must be a source of inspiration and real opportunity for the next generations,” said Morena Rossi, Head of Content for SWC 2025, and Laura Basili, President of Stem Women Congress Italy.

The Wom at the forefront of the future of STEM

With this research, The Wom reaffirms its mission to give voice to young women by exploring the perceptions, motivations and barriers that bring them closer to – or distance them from – scientific and technological careers. The aim is to provide qualitative insights that enrich the institutional debate and contribute to a more inclusive and effective narrative around STEM careers, offering valuable guidance for brands as well.

As media partner of the second Italian edition of the STEM Women Congress – the international event promoting women’s participation and visibility in science and technology, which brought together scientists, artists, companies and young people for a day of talks, panels and performances – The Wom also took part in the panel “Intelligenza artificiale o ipnosi culturale? (Artificial Intelligence or Cultural Hypnosis?)”  The discussion, moderated by Valentina Lonati, Culture Editor of The Wom, offered a critical and multidisciplinary perspective on one of today’s most relevant topics: the impact of artificial intelligence on education and culture. The debate featured leading experts, communicators and academics.

In addition to The Wom’s “Women, STEM and the Future” survey, the event also presented the latest ISTAT data on STEM and the first Stem Women Annual Report Italy, with the goal of increasing the visibility of women in science and technology and promoting a new, inclusive vision for the future.

At the close of the morning session, The Wom presented the STEM Woman Award to Filomena Floriana Ferrara, CSR Country Manager at IBM Italy.

Award rationale: Filomena Floriana Ferrara stands out as a pioneer in the field of computing, both as a project leader and mentor. She combines digital innovation, technological expertise and social responsibility, and through her education initiatives for young women she has fostered empowerment in the STEM sector, offering a direct bridge between personal experience and inspiration for the future, in line with the values of The Wom.

The research can be downloaded at this link.

The Wom is the leading social magazine for Italian women, dedicated to the younger generation and focused on sharing real stories while promoting self-acceptance. It is a key reference point for young women on Instagram, with a combined following of over 10 million, and reaches more than 9 million unique users each month across web and social platforms (Comscore Social Incremental Reach, average last three months). In 2023, The Wom was awarded at the Diversity Media Awards for “Miglior articolo web (Best Web Article)” and in 2025 received, together with the Mondadori Group, the Special Advisory Board Award “Assolombarda per il sociale (Assolombarda for the social).”

The Sylla Research Institute specialises in the design and implementation of market research studies. Its scientific director is Professor Furio Camillo.

GialloZafferano, Italy’s leading food media brand and one of the most loved worldwide, is launching new editorial season packed with original content, emerging talent and creative formats that turn cooking into storytelling, entertainment and shared culture.

This year, GialloZafferano’s 2025/2026 line-up goes far beyond recipes. It’s a true digital and social schedule that reinterprets Italian food culture with a contemporary, accessible and engaging language. The project brings together a diverse team of creators, chefs and communication professionals, all united by a passion for food and storytelling.

The new season also broadens its themes and content. Cooking is seen as a collective experience, a tool for wellbeing, a source of emotion and a driving force of culture.

“GialloZafferano approaches food from ever-new perspectives: it’s no longer just about recipes, but about storytelling, emotion and connection,” says Andrea Santagata, CEO of the Digital and MarTech area at Mondadori Media. “We’ve built an ecosystem that creates innovative formats combining the pleasure of cooking with the storytelling power of chefs and creators. It’s a winning mix that allows us to produce content in any format and to generate culture, value and entertainment for audiences aged from 18 to 60.”

A CONSTANTLY EVOLVING MEDIA ECOSYSTEM

With more than 21 million users reached every month in Italy (Comscore data) and over 72 million followers worldwide, GialloZafferano confirms its position as the leading food media brand. This success is also driven by its partnership with Zenzero Talent Agency, Italy’s leading food talent agency, which celebrates its third anniversary this October. A true point of reference for chefs and food creators in Italy, Zenzero represents 28 talents in Italy and six in the US market. Over the past year, Zenzero has developed over 206 branded content projects and more than 80 live events that have helped to consolidate the relationship with the community, bringing the experience from the digital to the real. Together, GialloZafferano and Zenzero offer an integrated ecosystem of original content, live events and branded projects that authentically connect brands with audiences.

NEW FORMATS THAT TELL THE STORY OF FOOD LIKE NEVER BEFORE

• Discorsi in Osteria – with Cesare Battisti

The new original vodcast, created in collaboration with chef Cesare Battisti – founder of the Milanese restaurants Ratanà, Remulass and Silvano vini e cibi – brings critical thinking and the warmth of real conversation to the table. It’s a mix of popular authenticity and culinary reflection, where Cesare and his guests tackle themes such as grandmother’s cooking, the disappearance of traditional trattorias, dishes “that can only be made one way”, cream in pasta and Sunday lunch. All while actually cooking together. Discorsi in Osteria is the first cooking vodcast made in the kitchen, where the host truly becomes the oste (innkeeper) in every sense. The series will be available from late October on YouTube, Spotify and across all GialloZafferano and Cesare Battisti social channels.
With this GialloZafferano project, Cesare Battisti begins a collaboration with Zenzero Talent Agency, bringing his deep connection to the local area, professionalism and expertise in the restaurant industry to the agency’s team of creators.

• Ti mando un vocale (I’ll send you a voice message)

A format full of warmth and flavour, bringing people and memories together around a special dish, alongside some of GialloZafferano’s most popular faces. The community will be invited to send a voice message to the editorial team, describing their most treasured recipe: the one that recalls an emotion, an image or a loved one. The luckiest participants will be invited to the brand’s kitchen to cook their chosen dish together with GialloZafferano’s chefs.

• La ricetta che ti fa felice (The recipe that makes you happy)

A comforting dish that feeds both body and soul: GialloZafferano chefs explore everyday emotions — nostalgia, stress, performance anxiety — starting from a recipe, with the support of a psychologist who translates these feelings into practical tools for wellbeing.

WELL-BEING AT THE TABLE SPEAKS TO A NEW GENERATION

Among the new faces of GialloZafferano’s upcoming season is Ludovica “Lulù” Gargari — already a chef creator for the brand — who now becomes GialloZafferano’s official Ambassador. Lulù’s journey, from graduating at ALMA to becoming a social media creator, represents a contemporary way of living and sharing food: colourful, healthy, down-to-earth and close to everyday life.

Part of the Zenzero Talent Agency roster, Lulù will also host Un piatto bilanciato, where — alongside a nutritionist — she’ll teach viewers how to create balanced meals without giving up on taste. The project is part of the expansion of GialloZafferano Benessere, the brand’s new web and social media hub dedicated to nutrition insights and the evolving eating habits of Italians. The initiative also includes new social collaborations with doctor Edoardo Mocini and dietitian Paola Stavolone.

AN OPPORTUNITY FOR BRANDS AND INVESTORS

Today, GialloZafferano stands out not only as a point of reference for the public, but also for those seeking creative, integrated and high-impact communication projects in the world of food. Each new format is designed to enhance:

• native editorial content, ideal for branded storytelling;
• live events and activations that foster genuine connections;
• multi-platform projects that combine video, social media, audio and recipes.

A MEDIA BRAND EVOLVING INTO A FULL MEDIA COMPANY, WITH FOOD IN ITS DNA

The new editorial season is yet another demonstration of GialloZafferano’s ability to evolve the language of food and turn it into a tool for communication, culture and shared growth. A true food media powerhouse,  combines reach, relationships and meaningful content.

GialloZafferano is Italy’s leading food media brand: online, one in two Italians cooks with GialloZafferano, which reaches more than 21 million people every month (social incremental reach, Comscore, January–August 2025). With a community of over 72 million followers, it ranks among the top food media brands worldwide on social media (source: Shareablee–Comscore and social insights). Thanks to its accessible, easy-to-follow recipes and content, GialloZafferano is there for people at every moment of the day and across all channels, from web to social, from the app to smart devices, from the magazine and books to live events across Italy.

Zenzero is the talent agency that exclusively manages some of the top food creators on the Italian digital scene. Founded at the end of 2022 through a collaboration between GialloZafferano, One Shot Agency and six of Italy’s leading food creators, it now reaches over 43 million followers and more than 50 million video views. Zenzero Talent Agency represents a new point of connection between an extraordinary network of creators and brand partners, developing powerful communication strategies that meet brands’ growing need to engage with passions, values and new languages, including those of Generation Z.

Fòco is the final chapter in the quadrilogy of elements that, over the years, Archiproducts has explored together with Studiopepe through a curatorial journey inspired by Earth, Water, and Air. Following the immersive experiences of the past three editions, the Archiproducts Milano design experience now draws inspiration from Fire—both a primordial and symbolic element, interpreted through an interior design project built on contrasts, tensions, and harmonies.

In the new Fòco project, the vision of Studiopepe founders Arianna Lelli Mami and Chiara Di Pinto—who have shared a passion for materials for over twenty years, alongside a multidisciplinary approach where poetry and rigor coexist—takes shape in a layered, accent-driven set-up where materials, light, and forms engage in a continuous dialogue.

FÒCO Living Notes by Studiopepe is the Archiproducts Milano 2026 project.
The Design experience is powered by Samsung – a global leader in innovation and climate solutions for both residential and commercial spaces. With its exclusive WindFree™ air conditioning technology, Samsung delivers maximum comfort without direct airflow. Thousands of micro-holes gently and evenly disperse air, eliminating cold drafts and enveloping the environment in total comfort. A special installation where design and technology converge, transforming the interior project into a unique, connected experience, enhanced by the presence of the new WindFree Première+ system — an icon of Comfort and Connectivity. A new design conceived to stand out.
Developed in collaboration with over 50 international brands, the new setup will be officially unveiled during Milano Design Week. As always, join us at Via Tortona 31.

Archiproducts Milano 2026, the concept

FÒCO Living notes by Studiopepe is a new sensory experience where the natural element becomes a force of transformation for matter, as well as a lens through which to interpret space, materials, and relationships.

Around fire, a community of individuals, connections, and visions comes together. This inspired the idea of creating neutral environments defined by warm materials and tones, intimate spaces, soft lighting, and focal points—enriched by touches of color in a play of harmonies and contrasts where the natural element is both creative inspiration and a way of inhabiting space and observing people.

“Fire is a creative spark and, at the same time, a point of human aggregation. It activates the project, but also defines a center, a point of focus. It is an energy that becomes a perspective on things: a way of observing space and the relationships within it,” Studiopepe

Fòco is an interior project with multiple identities, bringing together different brands and products within a unified narrative. It is conceived as an environment designed to inspire the research and selection work of architects and professionals, where every element contributes to building a coherent yet never univocal vision. In this sense, Living notes becomes the key to reading the project: spatial annotations, design traces, and suggestions that turn the interior into a living tool to be experienced and interpreted.

“Like the remarkable projects of previous editions, Fòco stands out as a unique interior design project within Design Week. It brings together a major studio, a leading platform, and an extraordinary selection of international brands—to create relationships between different brands and products, languages and visions, space and design. And to offer architects and professionals a concrete reference for their research and product specification work,” Enzo Maiorano, Chief Creative Officer, Archiproducts

Warm Tones and Material Textures

If the atmosphere in the Aria project was surreal and almost otherworldly, the new set-up unfolds as an intimate space where the natural element leaves its mark through warm, intense, burnished tones, tactile textures, and focal points.

Never overtly bold, yet always balanced, red appears as a subtle presence in multiple shades. The palette moves from delicate amber tones—from the glass of Vetreria Vistosi lamps to the AYTM metal bench—to terracotta hues in Sprech fabrics framing the first-floor outdoor space and in the textured lamps by Hind Rabii. It then deepens into richer burgundy tones, recurring across nearly all spaces in varying intensities: from Alcantara surfaces to Opinion Ciatti indoor e outdoor furnishings enhanced by red maple trees, the Aluvy sideboard, Photowall wallpaper, the Mute Pod, the oxide red of the Ofyr brazier, the “wine red” metal of the Arkine kitchen block, and Morica furnishings in Marsala red.

Within the project’s visual narrative, red intensifies in occasional deep bordeaux accents before darkening into burnished tones—seen in the dark bronze gradients of Arte Veneziana glass furnishings—and into black, with the Desalto Maxi Clay in lava stone, Parla furnishings in black ash, the Terzofoco console in dark earth with a lava stone top, and the American walnut of the Geberit vanity unit.

Contrasts, Accents, and Layering

In Archiproducts Milano’s 2026 project, fire is a silent presence, its transformative power expressed through accents, contrasts, and layers. Neutral tones, tactile textures, and soft lighting are paired with glossy finishes, while metals and oxidized glass allude to material transformation.

Set within a neutral-toned space, the “smoked iron” oxidized metal paneling by Da Prà, paired with the central La Nordica electric fireplace, interacts with contrasting furnishings. These include the Pistore Marmi table with its irregular, organic forms in “ombra di Caravaggio” marble, Nicoline upholstered pieces in rosewood-red Alcantara, and metallic accents from Køge coffee tables.

The Abet Laminati metal wall, warming the first-floor corridor, opens into two large geometric niches in deep red tones, enhanced by soft lighting that creates a welcoming atmosphere.

Metal also appears in Kriskadecor chain curtains in a delicate amethyst shade, in the finish of the Höfats brazier, in the “Peltro” paneling by Ronda Design, in the dark-toned DGA pendant lamp by Draw Studio, in the 3M films used for the 3M Capsule installation, and in the reflective metal curtain by Alcantara that brings movement to the space.

An Immersive Experience in the Listening Room

In one of the upstairs rooms, a combination of contrasting elements—burgundy Mogu sound-absorbing wall coverings, neutral furnishings by Roolf Living, and the warm, diffused light of handmade wall lamps by Japanese designer Shintaro Kono—creates a preliminary listening space, inviting visitors to pause before entering the adjacent Listening Room, the core of the Archiproducts Milano 2026 immersive experience.

Here, the space is illuminated by a striking suspended Dresswall grid reflected on glossy burgundy walls finished with Sikkens, defining the focal point. Beneath it, the designers conceived a “conversation pit”: a central lounge furnished by NORR11, featuring a custom Sonos sound system and Leica technology for a cinematic effect projected onto Dresswall Lights wall panels—forming the heart of the room and creating a niche-like setting that encourages intimate social interaction.

A play of light and shadow adds depth and movement: six circular Il Fanale wall lamps in burnished metal are placed on the glossy walls, while a sculptural lighting system by Luceplan completes the space—a warm, welcoming environment designed for gathering and conversation.

Thanks to the installation curated by the students of the Master’s Program in Creative Media Production at NABA, Nuova Accademia di Belle Arti, video and sound will guide visitors through an immersive experience within the Listening Room. Here, the natural element is interpreted as a transformative and dynamic force, capable of altering perception and leaving traces both in the viewer’s gaze and in image-capturing devices, through phenomena such as retinal persistence, double exposure, and image distortion. The experience will be enriched by interactive audiovisual performances during Design Week. The installation will remain permanent and open to visitors throughout 2026.

Samsung, Main Partner of Archiproducts Milano 2026

At Archiproducts Milano, optimal climate comfort is ensured by Samsung solutions. Once again participating as Main Partner, Samsung reinforces its long-standing strategic collaboration with Archiproducts, centered on innovation, comfort, technology, and design. Cassetta 360—an iconic product from the Climate Solutions line—and WindFree™ technology — featuring thousands of micro-holes that diffuse air evenly without direct airflow — provide an immersive experience of contemporary comfort at Via Tortona 31. Following last year’s highly appreciated immersive installation in the outdoor area of the showroom, “The Gentle Room” becomes an integral part of the new setup curated by Studiopepe.

A dedicated space where the latest flagship product from the WindFree™ range, Première+, interacts with solutions and furnishings from the other Brands selected for “Fòco. Living Notes,” creating a refined and balanced dialogue between comfort, technology, and Design. Samsung also plays a leading role in both cooling and heating solutions: alongside WindFree™ and Cassetta 360, ClimateHub is featured as part of the EHS heat pump systems.
With WindFree Première+, its latest innovation for residential spaces, Samsung takes climate comfort to the next level, combining innovation, AI, and design. This air conditioner represents a further evolution of Samsung’s unique, patented WindFree technology, delivering an unprecedented comfort experience, avoiding uncomfortable direct airflow and making it suitable even for more sensitive environments such as bedrooms or offices.

In addition to ensuring an even air distribution through thousands of micro-holes, without direct airflow, WindFree Première+ features a sophisticated design defined by clean lines and a tactile finish, making it perfectly suited to contemporary interiors. The two new color options further enhance its role as a true design element, seamlessly integrating into and elevating any space. Samsung’s technological core is further expressed through advanced AI features designed to optimize personalized comfort and energy efficiency, significantly enhancing the overall user experience.

The BTicino Smart Apartment

In a completely renewed format, the BTicino Smart Apartment opens its doors to visitors of Archiproducts Milano 2026, offering the experience of a true smart home. Lighting, automation, sockets, temperature, and video entry systems can be controlled on-site or remotely via app or through Amazon, Google, and Apple voice assistants.

An intuitive technology that, in just a few simple steps, allows a traditional system to be transformed into a smart one—without structural work and without changing standard installation habits.

Main Partner
Samsung WindFree

Furniture
Alcarol, ALUVY, Arkine, Arte Veneziana, AYTM, Berlin Acoustics, Desalto, Foster, Geberit, Hi-Retail, Køge, Morica Design, Mute, Newform, Nicoline, NORR11, Opinion Ciatti, Parla, Pistore Marmi, Roca, Ronda Design, Roolf Living, Scappini Home, Terzofoco

Lighting
DGA, Hind Rabii, Il Fanale, Luceplan, LUCIFERO’S – ArchiTech Lighting, Shintaro Kono, Terzani, Vetreria Vistosi

Outdoor
OFYR, Sprech, Umbrosa, WAREMA

Finishes, Materials & Architecture
051 element, 3M, Abet Laminati, Ademi, ARQ Luxury Extinguishers, Da Prà, Dooor, Dresswall, EKU, Eterno Ivica, Gerflor, Höfats, Kriskadecor, La Nordica-Extraflame, Material Bank, Materica, Menaballi, Mogu, Radici, SCIROCCO H, Sikkens

Textile & Wallpaper
Alcantara, Murals, Photowall, Tendagi®

Tech
BTicino, Dimensione3, Leica, Samsung Audio-Video, Samsung Climate Solutions, Samsung Home Appliances, Sonos

Decor
Agave, Geelli, InkPoster, Ionnyk, Lusent35, SoldiDesign, Systemtronic

Clothing Design
RRD – Roberto Ricci Designs

Wine
Oltrenero

Fragrance
Culti Milano

Institutional
NABA, Nuova Accademia di Belle Arti

In Partnership with
Milano Design Week

About Archiproducts
With over one million products, more than 3,500 Brand partners and 3.7 million registered users, Archiproducts is the global source for Architecture and Design. Thousands of Professionals, Companies, and private users from all over the world choose Archiproducts to find inspiration, search catalogs, and discover Design products of the most important international Brands. Archiproducts Milano is the Archiproducts hub in Via Tortona 31, Milano. A space of Design Experience that welcomes Architects and Interior Designers in search of inspiration and new solutions for their projects. Every year, a new setup, an interior studio, and 100 Brands worldwide. Every day, product launches, temporary showrooms, pop-up shops, press conferences, installations, workshops, exhibitions, and meetings. An inspirational place full of life, where Design and Architecture interact with overlapping worlds such as fashion, tourism, sport, food, and other creative industries.
Archiproducts is part of Mondadori Digital.

Record Results for the Initiative
In just two days, MypersonalTrainer Days welcomed over 20,000 participants, breaking last year’s record. The great success of events in the area was accompanied by excellent results on all MypersonalTrainer Days digital channels, which have recorded a total of 40 million contacts to date. These steadily growing numbers have once again set a record. Added to this, there is also an extraordinary media impact, thanks to coverage across all media. TV, local and national press, radio, and digital media followed us closely.

This achievement is the result of continuous storytelling, with posts, articles, stories, and interviews created exclusively by the MypersonalTrainer editorial, social, and video team. This result is clearly due to the very rich schedule of activities.

New events that enchanted the public
There was a great public response on the padel court, created in collaboration with Italian Padel Club and Italy Padel Tour Bombeer for the first time at MypersonalTrainer Days, which also hosted the ‘Sfida le Football Legends’ tournament. The event featured Bobo Vieri, Alessandro Matri, and Nicola Amoruso, who interacted with fans at an exclusive meet-and-greet.

Furthermore, the MYPT Cross The Park with Jairo Junior ended with a flash mob that saw thousands of participants create a beating heart. The AntiGravity^® Fitness Area was also very popular, with its 12 suspended red hammocks and therapeutic yoga by Sayonara Motta, designed for profound wellbeing of the mind and body. Finally, other activities included Tamboo, a dynamic musical format combining the rhythm of percussion with physical activity, which won over the public for the first time in Milan with MypersonalTrainer.

Event partners
The area dedicated to partners, who continue to believe in the project and join us in support year after year, was also very successful. The experiential corners were crowded with participants who had the opportunity to test products representing our core business (wellness, fitness, and sports), as well as food and beverage, automotive, and beauty products. It is important to develop initiatives specifically designed for each partner based on their unique communication needs, while integrating both offline and online editorial formats. The result is an engaging and memorable experience for users and visitors in line with the Wellness (R)evolution concept.
This year, MypersonalTrainer Days had an excellent advertising response, with the participation of 24 brand partners. The event was held in cooperation with Mediamond and Brand On Solutions, a unit dedicated to special Mediamond initiatives.

Many companies joined as brand partners: Barilla Protein+, Bayer Italia, Biotherm, Bonduelle, Brita, Carnidyn, Centro Diagnostico Italiano, Curasept Dicloreum ICE, Dorelan, DR Automobiles, GOLD COLLAGEN®, Maalox Digestion RAPID, Melagold^® Ponti, Napisan, Parmigiano Reggiano, Vichy, Virbac – Animal Health, and ZespriTM.

Technical partners: AntiGravity^® Fitness, Italian Padel Club, Italy Padel Tour Bombeer, Santàl Fruitz, YogaEssential.

Media partners: Radio R101.

Set-up and logistics were handled by Area62.

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: social incremental reach Comscore – January–June 2025) and more than 6.6 million followers on social networks (source: Comscore Shareablee and social insights – June 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

Following the success of previous editions, MypersonalTrainer Days returns on 13 and 14 September. The initiative is organised by MypersonalTrainer, a Mondadori Group media brand and leader in health and wellness, a point of reference for 13 million unique users per month and 6.6 million followers on social networks. The event is sponsored by the Municipality of Milan and will cover the entire area around Arco della Pace in double the space — 10,000 square metres — of the last edition, with free workouts, medical consultations, and educational talks open to the public.

Martina Riva, Councillor for Sport, Tourism and Youth Policies for the Municipality of Milan, Daniela Cerrato, CMO of Mondadori Media, and sports journalist Monica Bertini will open the two-day event on Saturday, 13 September.

‘Today, attention to physical and mental well-being is indispensable. With MypersonalTrainer Days now in its fourth edition, we as a publisher are proud to respond to this need with a widespread approach: from digital platforms to social media, up to this event, which is now an important occasion for the city community and beyond. Our ongoing collaboration with the Municipality of Milan and support from the many brand partners that have accompanied us for years allow us to offer a unique experience that expands the boundaries of wellness, explores innovative areas, and attracts an ever-widening community through live contact in the area,’ says Daniela Cerrato.

This year’s fourth edition comes with the claim Wellness (R)evolution, symbolising the evolution of wellness as represented by MypersonalTrainer.

An array of famous names will follow one after another, from swimming champion Massimiliano Rosolino to Italy’s greatest diver, Tania Cagnotto, from Paralympic athlete Diego Gastaldi to fitness gurus such as Jill Cooper and Jairo Junior, Nicolò Famiglietti and Silvia Fascians from Power Talent Agency and MYPT Crew, and many more.

For the first time, the 2025 edition will have lots of opportunities for padel, giving everyone the chance to train through a collaboration with Italian Padel. With the Italian Padel Club format in partnership with the Italy Padel Tour, the association is staging a spectacular mini tournament, ‘Sfida le Football Legends’, which, after various stops around Italy, will reach the Arco della Pace in Milan at MypersonalTrainer Days. Many well-known football faces will be appearing, such as Bobo Vieri, Alessandro Matri, Nicola Amoruso, Alessandro Budel, Tomas Locatelli, Massimo Maccarone, Stefano Torrisi, and German Denis.

Another activity to practise or watch is the AntiGravity^® Fitness Area with Sayonara Motta. This innovative programme blends various disciplines such as dance, Pilates, acrobatics, calisthenics, and yoga, with benefits for spinal decompression. With its suspended hammocks, AntiGravity^® Fitness works against gravity, helping to tone, stretch and realign the body, improving posture, flexibility, balance and coordination and relaxing the nervous system. Ever-popular yoga sessions, engaging Silent Fitness experiences and workouts inspired by today’s hottest disciplines will take place on the fitness stage. These include Tamboo, a dynamic musical format combining the rhythm of percussion with physical activity for the first time in Milan; therapeutic yoga, designed for profound wellbeing of the body and mind; and Spinext, an innovative functional practice that improves mobility and posture.

The following talks and experiences are proving to be very popular: nutritionist and biologist Laura Crugnola, from Power Talent Agency and MYPT Crew, will talk about nutrition and trends, dermatologist Ines Mordente will talk about Longevity Skincare Revolution, Jill Cooper will talk to the audience about menopause, and Marilia Valenza will talk about the importance of caring for our skin with a young workout for the face.

Participants will be able to enjoy the green lung in the heart of Milan and on Saturday at 2 p.m., they can take part in MYPT Cross the Park, a unique initiative guided by Jairo Junior combining functional training, cardio fitness, and socialising in characteristic urban spaces. Francesco Giardina, the official speaker of MypersonalTrainer Days, will be joined by Chiara Tortorella, a Radio 101 speaker who will also take the stage as a LILT representative to mention the Pigiama Run initiative, which will be held in Milan on 26 September.

On Saturday at 5 p.m., Il grande libro di MypersonalTrainer (The Great Book of MypersonalTrainer) will be presented. Published by Sperling & Kupfer, it is available in bookshops and online stores starting on 9 September. With this volume, MypersonalTrainer offers readers a selection of tips, insights, and useful pointers for embarking on a conscious path to wellness. The book will be presented by Daniela Cerrato, CMO of Mondadori Media, with trainer Nicolò Famiglietti and Riccardo Borgacci, a nutritional specialist, dietician and sport scientist. Journalist Angelica Amodei will be moderating.

The day will end at 6:15 p.m. with a Zumba Party and apericena in collaboration with Parmigiano Reggiano.

For this edition, the technology will also be enhanced with a LED wall (550 cm x 300 cm) near the main stage, which will project cross shots taken from two drones flying over the area to create spectacular and immersive experiences.

Event Partners
MypersonalTrainer Days had an excellent advertising response this year with 40% growth over 2024 and the participation of 24 brand partners. The event is held in cooperation with Mediamond and Brand On Solutions, a unit dedicated to special Mediamond initiatives.

Many companies have joined as brand partners — not only industries in wellness, fitness, sport, and beauty, but also companies in the food and beverage, automotive, and lifestyle sectors. For the occasion, they will meet the public in customised experiential corners to promote a new and broader concept of wellness.

Partners: Melagold^® Ponti, Barilla Protein+, Bayer Italia, Biotherm, Bonduelle, Brita, Carnidyn, Centro Diagnostico Italiano, Curasept Dicloreum ICE, Dorelan, DR Automobiles, Gold Collagen, Maalox Digestion RAPID, Napisan, Parmigiano Reggiano, Vichy, Virbac – Animal Health, and ZespriTM.

Technical partners: AntiGravity^® Fitness, Italian Padel Club, Santàl Fruitz, YogaEssential.

Media partners: Radio R101.

For MypersonalTrainer Days, a new multimedia advertising campaign was created: daily newspapers, DOOH with domination in strategic areas of Milan such as Parco Sempione and the M4 line, radio, magazines, social media, and the Internet. Set-up and logistics will be handled by Area62.

All activities are free of charge, but registration is required to participate. For information and reservations: https://www.my-personaltrainer.it/myptdays. Everyone registered for sports activities will receive a technical T-shirt and all active participants will receive a bag full of gadgets.

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: social incremental reach Comscore – January-May 2025) and more than 6.6 million followers on social networks (source: Comscore Shareablee and social insights – June 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

Webboh reaches a historic milestone on WhatsApp, where the first Italian community dedicated to the younger generation has passed 1 million subscribers on its official channel. This success is expanding with a second channel, ‘Test & Quiz by Webboh’, dedicated to the brand’s more playful content, with games, tests and quizzes ‘to fight boredom’, with nearly 100,000 subscribers less than a month after its launch.

Since its creation in 2019, Webboh is present on all of Gen Z’s most popular platforms, reaching 1.9 million followers on Instagram and 1.8 million on TikTok, with 100% growth in YouTube video views in one year. In June, it recorded a web and social reach of over 6 million with an increase of 35% compared to the previous month (Comscore data June 2025).

NEW FORMATS
Using a direct, authentic language, Webboh reports daily on current affairs with a close look at the creators, trends and lifestyle events enlivening social media, while also raising its audience’s awareness about value-related issues. The relevance and originality of the content result from a participatory, bottom-up editorial model that actively involves the community at every stage of the creative process, making each topic relevant to the interests, language and experiences of Gen Z.

To continue interacting with its audience, Webboh recently launched a long format on YouTube that is enjoying considerable success: La Macchina della Verità (The Lie Detector)
This is a real interrogation in the studio, with a real lie detector, led by the face of Webboh, Arianna Madonna. The format — whose claim is ‘A polygraph, lots of questions and an expert to find out whether or not the guest is telling the truth’ — has proved to be a real success since its launch. Each video records an average of 150,000 views on YouTube alone. Ten episodes featuring Gen Z’s most popular characters and creators — Viola Silvi, Giulia Bizzarri, Alice Mordenti, Valerio Mazzei, Mura, Nicole Micoli, Domenico Esposito, Alberto Tozzi, Sofia De Rose, Vittoria Lazzari — are already online, with a total of 15 million views across all channels.

A new format is also coming soon: ‘Specchio Riflesso’ (Mirror Reflection) is a beauty format where creators tell their stories in front of a mirror while talking about make-up tips and tricks.

Webboh’s new formats, created as editorial projects, also offer brands the opportunity to interact directly with Gen Z through original and participatory content.

WEBBOH LICENSING
In addition to the digital formats, Webboh is also strengthening its influence in the real world. The 2025/2026 agenda and the other BeYou school products (in the ‘Amazon bestsellers’ section of the related category) are back again this year, with an agenda, rucksack, pencil case and notebook produced under a licensing agreement with Giochi Preziosi, which entrusts Webboh with all BeYou communications.
New items for the 2026 season include the Epiphany stocking and Easter egg licenced with DLG Food (under the Più Buono brand name).

LIVE EVENTS AND STRATEGIC PARTNERSHIPS
Webboh ‘s presence also extends to live events, as shown by the numerous events that punctuated the first half of the year:

• Sanremo Festival 2025: for the third year running, Webboh involved its community in a unique experience with the ‘Webboh Van Studios’ in collaboration with Astra Make-Up.
• Webboh Awards 2025: the sixth edition of the event celebrated the most loved talents by Gen Z, registering 18 million online votes and culminating in an exclusive evening with the most famous stars sponsored by the hottest brands.
• A media partnership with Cornetto Battiti Live 2025: an exclusive backstage ‘Webboh room’ presented content with the likes of Alfa, Alessandra Amoroso and Baby K.

Since April, Webboh is also on RDSNEXT — the social web radio of RDS 100% Grandi Successi — with ‘Webboh Time’, the programme that brings the Webboh universe to the radio, presenting the world of creators, trends and lifestyle events animating social media.

WEBBOH LAB
Finally, the Webboh universe also includes Webboh Lab. Through a partnership with the Sylla Research Institute, it is the first online hub for research on Gen Z, a privileged vantage point for young people’s tastes, interests and expectations.

Webboh is the reference media outlet for Gen Z. Established in April 2019, it has been part of Mondadori Media since February 2023. It has a monthly web and social reach of more than 6 million (source: social incremental reach Comscore, June 2025) and a fanbase — among TikTok, Instagram, YouTube and WhatsApp — of 5 million followers (70% of whom are under 24). It is one of the top ten most influential Italian social media outlets, as well as the first in Generation Z targets for engagement and video views (source: Prima Comunicazione ‘Top Italian Media’ ranking conducted by Sensemakers).

After three editions with extraordinary numbers and strengthened by the growing interest in health, physical activity and wellbeing, Saturday and Sunday, 13 and 14 September will see the return of MypersonalTrainer Days. This event created by MypersonalTrainer – a Mondadori Group brand and a leader in health, wellbeing and healthy, functional sports nutrition – is sponsored by the Municipality of Milan. The fourth edition of this event will be even more abundant, with many new features. Two days of events in a double-sized area, courses and free activities for all audiences. This year, MypersonalTrainer Days comes with a new claim: Wellness (R)evolution, a symbol of the evolution of wellness as represented by MypersonalTrainer. This event reinforces its mission to promote a healthy and active lifestyle with new disciplines, a holistic view and scientific authority, always aimed at preventing illness.

MypersonalTrainer Days: The Numbers

Last year’s MypersonalTrainer Days was attended by over 15,000 national and international visitors and 26 brand partners. More than 50 guests from the world of sports and wellness presented 500 free events, 300 hours of activities and medical consultations in a 2,000-m2 area in the green heart of Milan, between the Arco della Pace and Piazza Sempione. Forty-eight hours of life outdoors, dedicated to physical and mental wellbeing, with more than 20 million reaches on the brand’s Instagram, TikTok, Facebook and YouTube channels.

MypersonalTrainer Days doubles its space with a range of new activities, for the first time in Milan

The space at the Arco della Pace will be twice as large, with the possibility of hosting more events, activities and audiences of all kinds. MypersonalTrainer Days is not only dedicated to experienced athletes, enthusiasts and those who are already aware of their health and bodies but also to families, furry friends and anyone who is curious and simply wants to improve their lifestyle.
For the first time, this 2025 edition will have room for padel, thanks to the collaboration with Italian Padel. Through the Italian Padel Club, it will not only give everyone the chance to train but will also host a spectacular mini tournament with the participation of well-known faces from football, other sports and show business. This opportunity for first-hand experience with one of the fastest growing sports in Italy can’t be missed.
Another new experience to practise or watch is the AntiGravity^® Fitness Area with Sayonara Motta. This innovative programme blends various disciplines such as dance, pilates, acrobatics, calisthenics and yoga, with benefits for spinal decompression. With its suspended hammocks, AntiGravity^® Fitness works against gravity, helping to tone, stretch and realign the body, improving posture, flexibility, balance and coordination and relaxing the nervous system.

Popular experiences with many new things to discover

Ever-popular yoga sessions, engaging Silent Fitness experiences and workouts inspired by today’s hottest disciplines will take place on the fitness stage. These include Tamboo, a dynamic musical format combining the rhythm of percussion with physical activity for the first time in Milan; therapeutic yoga, designed for profound wellbeing of the body and mind; and Spinext, an innovative functional practice that improves mobility and posture. The star trainers at all previous editions of this event will also be there, from Jill Cooper to Jairo Junior and Nicolò Famiglietti, Silvia Fascians and Laura Crugnola of Power Talent Agency. For the first time ever, the public, led by Jairo Junior, will be able to participate in MYPT Cross the Park, a unique initiative combining functional training, cardio fitness and socialising in characteristic urban spaces.
There will also be numerous Indoor Experiences, with a Talk Zone where special guests will take turns once again this year for in-depth meetings and free medical consultations.
The MypersonalBeauty area, which was very popular in the last edition, is confirmed again this year. As in 2024, a route will be created with different areas — hair, face and body care — for exclusive wellness experiences. The area will also be specially designed to appeal to increasingly beauty-conscious men.
Another new feature of this edition is the MypersonalPet area dedicated to pets — which are always welcome at MypersonalTrainer Days — with fun activities, talks with unique guests and indispensable advice on how make the most of living together with our furry friends, getting to know and respect them.

Opportunities for brand partners

In synergy once again this year with Mediamond and its special Initiatives team, Brand On Solutions, there are many special opportunities for the market and individual brand partners relating to original, engaging and dedicated projects. A multimedia advertising campaign was created for MypersonalTrainerDays, with influencer marketing, communication on the DOOH circuit, radio, social and digital media. In particular, MypersonalTrainer ‘s social and web profiles will detail all the stages of the event, activities and partners, from teasers to non-stop coverage over the two days, ending with a follow up dedicated to the most significant and exciting moments of the two-day event.

Brand partners already on board

Barilla Protein+, Bayer – Vaginaverso, Biotherm, Bonduelle, Brita, Carnidyn, Centro Diagnostico Italiano, Curasept, Dicloreum Ice, Dorelan, DR Automobiles, Gold Collagen, Maalox Digestione RAPID, Napisan, Parmigiano Reggiano, Vichy, Virbac – Animal Health, ZespriTM.

For information and updates: https://www.my-personaltrainer.it/myptdays

MypersonalTrainer is Mondadori Media’s leading media brand in the world of health, wellness and healthy, functional sports nutrition, with a monthly reach of 13 million on social media and the Internet (source: social incremental reach Comscore – January-May 2025) and more than 6.6 million followers on social networks (source: Comscore Shareablee and social insights – June 2025). It has been active in the area for four years with live initiatives, including annual appointments at RiminiWellness and in Milan at the Arco della Pace with the Mondadori Media event, MypersonalTrainer Days.

‘What will I do after secondary school?’ This is the question keeping thousands of Italian students awake at night during these weeks. On one hand, the state exam still represents the main source of anxiety (for 50% of students). On the other hand, there is an equally strong but underlying concern: uncertainty about the future.

This snapshot was captured by Studenti, a Mondadori Media brand and Italian leader in digital education, which launched a survey among its community in the 48 hours leading up to the exams, gathering over 1,000 responses from Italian graduates.

THE RESULTS: A HAZY FUTURE FOR MANY

The survey reveals data that depicts a suspended generation:

• one third of students have not yet decided which path to take after school.
• Only 1 in 5 feels truly ready and confident in their choice.
• More than half of graduates would like personalised support with orientation, even through the use of artificial intelligence.

THE DESIRE NOT TO BE LEFT ALONE

The secondary school exam is no longer just a written or oral test. It symbolises a delicate transition full of questions and expectations.

In recent years, the post-graduation landscape has also expanded, with universities, ITS courses, foreign opportunities, work and volunteer experiences. Without a compass, this range of possibilities risks generating confusion.

‘The need for modern guidance closer to the communication methods and emotional needs of Gen Z is more urgent than ever,’ says the Studenti editorial team. ‘Young people are asking for spaces to discuss and receive clear guidance, even with the help of new technologies.’

As it emerged from the survey, students are asking not to be left alone at this moment. They would like concrete, updated, and accessible tools to navigate among universities, vocational courses, gap years, and first jobs.

Studenti meets this need by offering guides, orientation tests, video interviews, in-depth articles, and dedicated columns specifically for post graduation choices such as ‘Cerca Corsi (Search Programmes),’ the digital orientation tool linked directly to MIUR official data (with 5,800 degree programmes), and Gaia, the first integrated artificial intelligence tool on the web dedicated to education.

Studenti is a brand by the Mondadori Group, an Italian leader in digital education, with 4 million users (source Audiweb – April 2025). It is a reference point for the younger generation at school and more, due to dynamic and constantly evolving editorial offerings marked by innovative language and content. This formula that has allowed Studenti to reach over 1 million followers on social media — including TikTok, YouTube, and WhatsApp — where students can access guides and tutorials to prepare for exams, receive support to navigate their educational and professional future, and find resources to make the most of their student experience in every respect, including personal wellbeing.