ottod'Ame's Bloom Club

ottod’Ame turned part of Milan Design Week into a live-in brand set, taking over Bloom Club with food, design, and fashion programming instead of staging a standard runway or showroom. (nssmag.com) The Italian womenswear label worked with Sabato Amsterdam on the takeover, building a schedule around hospitality and in-person programming during the city’s April 2026 design week. Milan Design Week runs from April 20 to 26 this year, alongside the Salone del Mobile fair. (nssmag.com) (milanoandpartners.com) Women’s Wear Daily listed the project among the fashion and accessories highlights of Milan Design Week 2026, placing ottod’Ame alongside other brands using installations and events to present product in a design-week setting. (wwd.com) That format fits the structure of Milan Design Week itself. The week mixes the trade fair at Rho Fiera with Fuorisalone, the citywide program of pop-ups, exhibitions, dinners, and brand activations spread across Milan neighborhoods. (milanoandpartners.com) (visitmilano.org) By 2026, the event had grown into a city-scale platform with more than 1,850 events across 19 districts and more than 200,000 visitors, according to VisitMilano’s guide. In that setting, brands are competing for time and attention well beyond the fairgrounds. (visitmilano.org) Food has become part of that competition. Local guides for this year’s Fuorisalone devoted separate roundups to eating-and-drinking events, reflecting how dinners, aperitivi, and restaurant-style takeovers now sit alongside furniture launches and installations. (milanotoday.it) ottod’Ame’s move also tracks a broader fashion-industry habit of using Milan’s design week as a second stage in the calendar. Dezeen’s 2026 guide, for example, includes Prada’s annual symposium among the week’s headline events, showing how fashion labels now use the design week audience for cultural programming as well as product display. (dezeen.com) The Bloom Club takeover put ottod’Ame inside that shift: less catwalk, more hosted environment, with clothes folded into the setting rather than separated from it. In Milan this week, the room itself is part of the pitch. (nssmag.com) (wwd.com)