A never-ending journey, where every milestone is just the first chapter of a new story. Innovative collections, global perspectives, a new flagship store in Milan, and the eleventh anniversary of the "Never Stop" manifesto—all coming together to shape a future filled with endless possibilities.
Milan, 8 April 2025 – At Salone del Mobile 2025, LAGO celebrates eleven years of the "Never Stop" manifesto—an anthem dedicated to the continuous evolution of design, creativity, and innovation.
"Never stop" is the core message behind this year’s edition, highlighting LAGO’s unwavering commitment to constant renewal. The opening of the brand’s new flagship store in Milan’s Durini Design District marks another significant chapter in its expansion, strengthening LAGO’s presence at the heart of the international design scene.
This dynamism is also evident in LAGO’s latest design proposals, including the Not Only White Sofa by Daniele Lago, and the Chapeau Table and Novice Chair, created through a collaboration with Monica Armani that began in 2024. Each piece is thoughtfully created to address the demand for personalized solutions and functional contemporary spaces. Moreover, as confirmed by the company’s end-of-2024 figures, LAGO continues to expand globally and build deeper connections with international audiences through the opening of new offices and showrooms.
Milan Design Week 2025: Embracing Personalization
LAGO presents new collections designed by Daniele Lago, catering to a growing audience keen on versatility and personalization. Among the highlights is the Not Only White Sofa, a tribute to modularity and creative freedom, enriching the N.O.W. range with endless color and material combinations. Additionally, Monica Armani’s Chapeau Table and Novice Chair perfectly embody the intersection of architecture, design, and craftsmanship, merging dynamic geometries with premium materials. The selection also features products designed specifically for the contract sector, reinforcing LAGO’s role as a strategic partner for international-scale projects.
Daniele Lago, President & Head of Design di LAGO, commented: "Design isn't just about forms and materials—it's a language we use to tell stories, explore new lifestyles, and envision the future. With every product we create, we aim to empower people to express their uniqueness and transform their spaces into reflections of their identities..”
Durini Design District: A New Flagship Store for LAGO
The opening in Durini represents a pivotal milestone for LAGO—a new chapter that amplifies and celebrates the brand’s identity. Durini is not merely a showroom but a space where design meets innovation, where every element narrates a journey of research and experimentation. Joining two existing Milanese stores, this flagship creates a network symbolizing LAGO’s vision: a strategic hub engaging with Milan’s rich design heritage while embracing global trends and influences. More than a retail space, Durini is designed as a vibrant meeting point for professionals, designers, and design enthusiasts to exchange ideas and inspiration. It stands as the dynamic heart of an evolving ecosystem, where design is not just aesthetics but a way of thinking and living.
Global Expansion and Internationalization
In 2024, LAGO strengthened its global presence with new openings in Europe, the Middle East, and Asia, including Lyon, Taipei, Kuwait City, Bucharest, and Stuttgart, with further expansions planned this year in Geneva and Prague. Concurrently, the company launched a strategic evolution by establishing a network of company residents, ensuring closer oversight in key markets.
Alongside this growth, LAGO remains committed to sustainability through innovations in manufacturing processes, waste reduction, and the use of eco-friendly materials, reaffirming its dedication to the LAGO Sustainability Circle initiative.
Gilberto Negrini, CEO of LAGO, added: "International expansion and the contract sector are two strategic pillars driving LAGO’s growth. We are dedicated to bringing our vision of design to the world, meeting the demands of increasingly sophisticated and diverse markets. Each new project is an opportunity to strengthen our global presence and reaffirm our capability to deliver innovative, customized solutions to our clients and partners."
With this edition of Salone del Mobile, LAGO reaffirms its mission: designing spaces that tell stories and transform the way people experience design—always innovating, always evolving.
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