In a journey guided by curiosity, Esteban Tamayo explores the capital of design alongside IQOS, reinterpreting the city through his architectural and sensory lens. Moving between objects, spaces, flavors, and textures, the Mexican designer crafted a cultural and gastronomic guide that reveals Milan’s creative essence while echoing the innovative spirit of IQOS Curious X—seeking the extraordinary in the everyday and reimagining how we inhabit the world.
ART
Fondazione Prada
One of Milan’s most striking cultural venues, Fondazione Prada merges a former distillery with bold contemporary architecture. Expansive galleries, a dedicated tower for art, and iconic corners define a space in constant evolution. It is currently home to Sueño Perro, an exhibition by Alejandro González Iñárritu.
Triennale di Milano
Established as one of Italy’s most important cultural institutions and a global reference in design, architecture, and contemporary art, the Triennale di Milano, located inside the Palazzo dell’Arte, is essential for understanding Milan’s cultural and aesthetic identity.
Pinacoteca di Brera
Considered one of Italy’s most significant museums, the Pinacoteca di Brera offers a deep exploration of Italian painting from the 13th to the 19th centuries. Its collection began during the Napoleonic era, when Milan became a major artistic center of the Kingdom of Italy.
Pirelli HangarBicocca
A contemporary art foundation housed within repurposed industrial spaces, Pirelli HangarBicocca makes architecture central to the experience. Monumental yet intimate, it hosts rotating exhibitions and a remarkable permanent installation. It also served as the venue for the IQOS event—an ideal setting for innovation and design to intersect.
GASTRONOMY
Trattoria del Ciumbia
Located in the artistic district of Brera, this trattoria revives the charm of Milanese dining from the 1960s and ’70s. Curated by DimoreStudio, the interiors blend dark materials, retro ambiance, and refined design. The menu celebrates Milanese tradition with a contemporary touch.
Ristorante Da Giacomo Arengario
Situated within the Museo del Novecento overlooking Piazza del Duomo, this restaurant combines classic elegance with contemporary spirit. Dark wood paneling and monumental windows frame views of the cathedral, while the menu honors Italian classics.
Nuova Arena
Founded in 1982 by Gianni Mele, this family-run restaurant blends Milanese and Sardinian traditions. Its must-try dishes include risotto alla milanese and cotoletta, served in a welcoming, authentic setting.
Langosteria Bistrot
Described as a “metropolitan bay,” Langosteria Bistrot merges the elegance of a Parisian bistro with the freshness of a seaside restaurant, creating a vibrant yet relaxed atmosphere.
BARS
Bar Basso
An institution in Milan’s cocktail culture, Bar Basso was founded in 1933 and has occupied its current location on Via Plinio since 1947. Legend holds that the iconic Negroni Sbagliato was created here in 1972 when prosecco was accidentally used instead of gin—giving birth to one of the world’s most celebrated modern classics.
Byit
With meticulously crafted cocktails that blend classic foundations and experimental twists, Byit pairs refined technique with fresh ingredients. A curated soundtrack of jazz and soft electronic music enhances the atmosphere.
Camparino in Galleria
Founded in 1915 by Davide Campari, this historic bar sits at the entrance of the Galleria Vittorio Emanuele II, facing the Duomo. It remains a symbol of Milan’s aperitivo culture.
Da Orient
Part vintage fashion store, part vinyl archive, part cocktail and wine bar, Da Orient channels a distinctly ’70s and ’80s aesthetic. Retro details and curated drinks create a relaxed, creative environment.
CAFÉS & PASTRIES
Marchesi 1824
A branch of the historic pastry shop founded in 1824, Marchesi 1824 embodies Milanese elegance and confectionery tradition through refined pastries and chocolates.
Eris
Located in one of Milan’s creative districts, Eris serves specialty coffee and natural wines in a warm, modern setting—ideal for a thoughtful pause.
CULTURE
Duomo di Milano
The iconic Gothic cathedral at the city’s heart stands as Milan’s defining landmark. Its marble façade and rooftop terraces offer extraordinary architectural views.
Galleria Vittorio Emanuele II
Inaugurated in 1877, this 19th-century architectural jewel connects the Duomo with Piazza della Scala. Its neoclassical and baroque elements frame some of the city’s oldest boutiques and cafés.
Castello Sforzesco
One of Milan’s most imposing historical monuments, the Castello Sforzesco reflects the Renaissance power of the Visconti and Sforza families.
Villa Necchi Campiglio
Designed by architect Piero Portaluppi between 1932 and 1935, this rationalist gem with Art Deco interiors now operates as a house museum managed by the FAI.
FASHION
Armani / Silos
Opened in 2015 by Giorgio Armani to celebrate 40 years of his career, Armani / Silos transforms a former grain silo into a museum dedicated to the designer’s collections and legacy.
SHOPPING
IQOS Flagship Store
Located in the city center, the IQOS Flagship Store serves as a premium meeting point for the brand’s community. Beyond retail, it offers personalized consultations and product exploration—an experiential extension of the IQOS universe.
