From October 22 to 25, 2026, the second edition of the Biennale Internazionale Grafica (BIG), a festival dedicated to communication design, will take place in Milan. With more than 20,000 visitors, 90 events, as well as workshops, talks, and exhibitions featuring over 150 participating designers, the Biennale will once again serve as a gathering point for the creative community. The heart of the event and its main partner is the ADI Design Museum, which annually awards Italy's most prestigious design prize, the Compasso d’Oro. 

 

One year after opening its Milan office, Peter Schmidt Group has entered into a partnership with the BIG Biennale Internazionale Grafica. The collaboration highlights the agency's growing integration into Italy's design and creative landscape. Cristina Balbo, Director Consulting at Peter Schmidt Group and head of the Milan office, says: "We are excited to bring our agency perspective and international brand expertise to the market. Partnering with the Biennale Internazionale Grafica at the inspiring ADI Design Museum is a meaningful opportunity for us to celebrate the cultural impact of design, share our approach with the local creative community, and further strengthen our presence in the country." 

 

This year, five speakers from Peter Schmidt Group will contribute to the Biennale: 

 

October 23, 11:00 AM | Sven Fuchs 

In his talk “The Shape of Identity”, Sven Fuchs (Type Designer) will demonstrate how typography evolves between tradition and innovation, and how historical letterforms can be reinterpreted to shape contemporary brand identities. On October 24 at 3:30 PM, Sven Fuchs will also join the “Roundtable on Type Design” alongside representatives from CAST, Zetafonts, and Dalton Maag to discuss the role of typography in contemporary visual communication. 

 

October 23, 5:30 PM | Lukas Cottrell & Cristina Balbo 

In “Own Your Aura!”, Lukas Cottrell (CEO) and Cristina Balbo (Director Consulting) explore why some brands develop a distinctive appeal and achieve greater long-term success. Drawing on their work with Weleda, Mercedes-Benz, and Deutsche Telekom, they show how strategically building aura helps brands differentiate themselves in competitive markets. Lukas Cottrell comments: "Aura gives a brand stability. Brands that connect with the emotions of their audience, remain present and relevant in people's everyday lives, and do not make themselves directly comparable through performance metrics alone are not immediately called into question." 

 

October 24, 11:30 AM | Esteban Barco 

In his talk “Transform, Learn, Liberate.”, Esteban Barco (Designer) presents generative design tools. He demonstrates how designers can develop their own digital tools through creative coding and become less dependent on standardized software solutions. 

 

October 24, 2:30 PM | Valeria Schriber 

In “Uprooted”, Valeria Schriber (Designer) examines how colonialism and globalization have shaped furniture design over centuries. Her work situates selected objects within their cultural, historical, and societal contexts while challenging established design perspectives. 

 

The Biennale Internazionale Grafica program is curated by designer Francesco Dondina. Alongside Peter Schmidt Group and the ADI Design Museum, he has brought together numerous renowned partners for the event, including the Associazione Italiana Design della Comunicazione Visiva (AIAP), the Art Directors Club Italiano (ADCI), Alliance Graphique Internationale (AGI), ISIA Roma Design, Packaging Première Milan, and Caffè Moak. Francesco Dondina explains: "Design is not only about the designer's point of view, but above all about the experience of those who use it." Accordingly, his goal is to make the Biennale a place of exchange for as many interested participants as possible. Participation is therefore free of charge. Further information about the event is available here (external link).