At this year’s Salone del Mobile, Italian design brand LAGO is not simply presenting new furniture, it is reaffirming a philosophy. Celebrating eleven years of its manifesto Never Stop, LAGO uses the platform of Milan Design Week 2025 to reflect on its identity as a design company in constant evolution. Through new launches, strategic growth, and the unveiling of a flagship store in Milan’s Durini Design District, the company signals that this is not a culmination, but a new beginning.
DESIGN
The opening of the new flagship is emblematic of LAGO’s ambition. Located in the heart of Milan’s design scene, the store is like a dynamic hub where architecture, material experimentation, and customer engagement intersect. It joins two existing Milanese locations to form a triad of spaces dedicated to conversation, creativity, and community. According to the brand, this new store embodies a philosophy of movement, acting as both a showroom and a site of exchange.
Product-wise, LAGO introduced several designs that speak directly to today’s evolving needs for modularity and customization. Daniele Lago’s Not Only White sofa extends the N.O.W. line with a system of customizable color and material configurations. Monica Armani’s contributions, the Chapeau table and Novice chair, reflect a balance between fluid geometry and refined materials.
Daniele Lago, the brand’s President and Head of Design, sees these new offerings as narrative tools. “Design is not only about form and material,” he explains. “It’s a language to tell stories, explore new ways of living, and imagine the future. With each new piece, we want to give people the means to express themselves and shape spaces that reflect their identity.”
International growth remains a parallel priority. In 2024, LAGO expanded into new markets with openings in Lyon, Taipei, Kuwait City, Bucharest, and Stuttgart. Upcoming launches in Geneva and Prague are already in the pipeline. To better serve diverse markets, the company has also introduced a resident representative network, providing a more direct channel of engagement in key regions. Sustainability continues to underpin this growth, with investments in waste reduction and eco-conscious production as part of the ongoing LAGO Sustainability Circle.
For CEO Gilberto Negrini, the dual focus on international expansion and contract design is central to the brand’s vision moving forward. “Our mission is to share our vision of design on a global scale,” Negrini notes. “Each new project strengthens our presence and our ability to provide innovative, tailored solutions for a wide range of clients and partners.” At Salone del Mobile 2025, LAGO’s message is clear: never stop moving, never stop designing.
