"As a content freelancer, social media can be a breeding ground for FOMO. There's always something happening-press trips, brand launches, fashion weeks-but until recently, design weeks had passed me by. Even with my connections to that world, they felt distinctly "too industry." This year, however, Copenhagen's 3daysofdesign began dominating my feed. I noticed influencers like New York-based Laura Reilly, founder of fashion newsletter Magasin, traveling for the festival, posting images of Louis Poulsen lamps and sculptural chairs. Suddenly, it felt too cool to ignore."
"But are art and design showcases worth traveling for without an invite? Surprisingly, yes: many festivals are ticketed, with city-wide pop-ups designed for dropping in and out of. "I went to Milan's Salone del Mobile for the first time and was amazed by how much I could access," explains New York-based journalist Sarah Wood González. "Brands know fans want to experience their universe, and not everyone gets invited. Lines were snaking around the block for Gucci's bamboo exhibition-it's a chance to step briefly into that world.""
Design weeks and art fairs have opened to a broader audience, with lifestyle influencers and non-industry visitors increasingly attending. Brands are deliberately inviting lifestyle voices and staging ticketed, city-wide pop-ups so curious visitors can drop in. Festivals such as Copenhagen's 3daysofdesign, Milan's Salone del Mobile and London Design Festival attract fans seeking immersive brand universes, including high-profile exhibitions that draw long lines. Many events take place across European cities, prompting extra travel planning for distant attendees. Growing interest in traveling specifically for design showcases reflects a shift toward experiential, publicly accessible design culture.
Read at Conde Nast Traveler
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