Design is aesthetics and technology moulded to serve mankind: it is a cultural phenomenon, rather than an industrial one. Business leaders know it and love to draw inspiration from art and craftsmanship, exposing themselves to different views and stylistic languages so as to be able to envisage and face new business challenges. The Fuorisalone, the most unmistakeably contemporary event at Milan Design Week, is the place where this change of perspective takes on an international and avant-garde dimension. Within the bustling 5VIE district, nestled in the heart of Milan, an installation that represents a play on concrete metaphors came to life, where the materials express their naked beauty and each and every visitor becomes an agent for change.