From Milan With Inspiration: A Front-Row Seat to the Future of Design
By Gift Khosa
This past week, I had the privilege of embarking on one of the most fascinating trips imaginable. With bags packed and excitement in the air, I made my way to Milan, Italy—a city that lives and breathes design—for a journey filled with learning, inspiration, and just the right touch of entertainment.
The setting could not have been more perfect: the iconic Excelsior Hotel Gallia, a place that exudes elegance and sophistication, provided the stage for what became a truly thought-provoking experience.
At the heart of the trip was a series of panel discussions hosted by Philip Morris International (PMI). The highlight? A conversation featuring three powerhouses in design and innovation: Tom Dixon, the legendary British designer known for his bold, groundbreaking creations; Carlo Ratti, the renowned MIT professor, architect, engineer, and inventor; and Massimiliano La Rovere, Vice President of Design at PMI.
Together, they unpacked the theme “Matter of Scale”—exploring how design challenges conventions, reshapes human experiences, and moves us in ways both tangible and emotional. And truly, what better city than Milan—the global design capital—to host such a conversation?
Carlo Ratti: Blending Nature, Technology, and Purpose
The discussion opened with Carlo Ratti, who offered an inspiring look into his career and vision. One project that stood out was Milan’s Vertical Forest—a pioneering architectural concept that seamlessly integrates nature into urban living. These living towers absorb CO₂, produce oxygen, filter pollution, and provide habitats for wildlife. Imagining a similar concept in cities like Johannesburg made me realize just how much potential green design holds for South Africa’s future.
Carlo then shifted gears to introduce the Roboat project—short for robot + boat. The room buzzed with curiosity as he explained how these autonomous, self-navigating vessels are being tested in Amsterdam’s canals. Designed to ferry commuters, collect waste, and reduce traffic, Roboats are part of a five-year collaboration between MIT and the Amsterdam Institute for Advanced Metropolitan Solutions.
A snippet of the Roboat
This wasn’t just innovation for its own sake—it was a glimpse into the future of sustainable, smart mobility.
Tom Dixon: Redefining Creativity Through Experimentation
Next up was Tom Dixon, an icon whose name is synonymous with design itself. Listening to him reflect on his career and share the stories behind his most iconic pieces was nothing short of captivating.
What struck me most was his fearless approach to creativity. Tom emphasized the importance of embracing AI in design and encouraged the next generation to experiment without fear. As he put it, what might appear to be a design flaw today could one day transform into a breakthrough.
It was a powerful reminder that true creativity thrives at the intersection of risk-taking, experimentation, and resilience.
Massimiliano La Rovere: Designing for Transformation
Closing the panel was Massimiliano La Rovere, PMI’s Vice President of Design, who brought a deeply consumer-focused perspective. He spoke about how real transformation begins by reimagining the rituals that shape our daily lives.
Massimiliano walked us through the design journey of IQOS, PMI’s flagship product. He explained how it fuses beauty and functionality while always keeping the consumer at its centre. Suddenly, the dots connected: the broader PMI Connect theme wasn’t just about innovation, but about how thoughtful design can transform habits, inspire change, and elevate everyday experiences.
Like Dixon, Massimiliano also highlighted the role of AI in shaping the future of design. His enthusiasm was infectious, and as an IQOS user myself, I left with an even greater appreciation for the artistry and meticulous thought behind a product I use daily.
This trip was more than just a media journey—it was a deep dive into the power of design as a force for transformation. From sustainability and AI to reimagining everyday rituals, the conversations were as informative as they were entertaining
If Milan reminded me of anything, it’s that design is never static. It evolves, disrupts, and redefines how we live. And if these discussions are any indication, the future of design is more exciting than ever.
In my next article, I’ll unpack more highlights from Milan—including my first F1 experience, trying out Italy’s Terea flavours (because what’s a trip without a little indulgence?), finally getting my hands on the brand-new IQOS ILUMA I (not yet available in South Africa), exploring the Veev device, and visiting the Philip Morris International Industrial Center of Excellence in Italy—a truly magical experience.