Without a doubt the most democratic event during Design Week. Here you only risk being “judged” for just how design crazy you want to go during the parade, which is open to everybody. Good old Italian brand Seletti will be leading the way – as they have for the past four years – accompanied by Esselunga and the IED design school which held a workshop to customise the supermarket’s vans; Sammontana with a collective performance that will involve the whole audience; Diesel x Tempo tissue boxes; and a food experience that combines Seletti and Studio Job to transform Heinz ketchup into a pop icon.

A parade that starts from Piazza Castello, makes its way through the 5Vie district and ends in a party around Cattelan’s middle finger. You might spot VIPs, but there’s no VIP area, guestlist or invitations: everybody is democratically equal.