LAGO arrived at Salone del Mobile 2025 with new pieces, a new Milan flagship, and an approach that prioritizes adaptability. Eleven years after launching its “Never Stop” manifesto, the brand continues to explore design as a tool for transformation. From modular seating systems to contract-ready solutions, the brand uses this edition of the fair to present objects shaped for today’s shifting needs.
Daniele Lago, President and Head of Design, describes design as a language, a way to communicate, shape space, and imagine alternatives. His message echoes through the brand’s latest offering: functional, modular furniture that prioritizes personalization and clarity.
New Furniture Proposals Reflect Modular Thinking
LAGO introduced several key pieces during Milan Design Week, each one designed to respond to customization and real-life use. The Not Only White Sofa by Daniele Lago builds on the company’s N.O.W. system with new color and material options. Its modular design allows users to adapt shape and surface to suit different interiors without compromising structure.
In collaboration with Monica Armani, LAGO also presented the Chapeau Table and Novice Chair, first developed together in 2024. These pieces explore form through architectural references and geometric rhythm. Rounded profiles meet solid materials, offering both visual rhythm and comfort. Their inclusion expands the brand’s versatility across home and contract environments.
Durini Flagship Signals Strategic Growth
LAGO opened a new flagship store in Milan’s Durini Design District during the fair. The space joins two existing Milan locations and strengthens the company’s physical presence in one of the city’s most active design hubs.
The Durini store functions as more than a showroom. LAGO designed it as a space for collaboration and engagement, a point of contact for professionals and visitors to experience the brand’s values through spatial composition and product integration.
It provides a centralized platform where research, experimentation, and presentation come together in a tangible form. The store’s layout and product displays communicate a clear design message and reinforce LAGO’s architectural approach to furniture.
International Presence and Market Strategy
Over the past year, LAGO expanded into several new territories. Recent openings in Lyon, Taipei, Kuwait City, Bucharest, and Stuttgart position the brand in key global cities. Upcoming launches in Geneva and Prague aim to deepen this strategy, offering direct access to regional audiences and design professionals.
To support these developments, the brand has implemented a network of company residents tasked with overseeing operations in local markets. This model allows for tighter control and stronger communication across regions while maintaining a clear brand direction.
At the same time, the company continues to prioritize sustainability. LAGO’s Sustainability Circle initiative remains active, focusing on responsible manufacturing methods, waste reduction, and the use of recycled or low-impact materials across collections.
Future-Driven, Market-Responsive
CEO Gilberto Negrini describes the contract sector and global expansion as key pillars of the brand’s future. Every new showroom and product line serves a broader purpose: to meet the expectations of diverse markets with functional, refined solutions that adapt across private and professional environments.
By connecting product innovation with a responsive sales structure, the brand positions itself as both a manufacturer and a design partner. Its presence at Salone 2025 reflects this dual role, creating objects and experiences that extend beyond static display.
this was one of my highlights of Milan design week! LAGO is always a go to for my projects, and projects of interior designers I work with. The floating bad is such a dream. And the use of glass in furniture always gets me! It is a shame LAGO designs get copied so often, but thankfully the result is never close to the original.