For one month during Milan Design Week, we rented the Brera Design Apartment, a very Milanese and sought-after multifunctional apartment/space in the heart of the historical district Brera, and transformed it into the apartment of the imaginary “Sciuramaria.” The “Sciuramaria,” a lively middle-aged Milanese lady, was the ploy we devised to host a temporary exhibition of selected Italian and European design brands inside the apartment. The exhibition was dedicated only to insiders and could only be accessed by invitation and through a secret word previously communicated. It was specifically a public relations effort in which we gave the various brands significant visibility in kol, rather than in the media.