BIFFI presents the second edition of “STATE OF MIND”

In the international luxury landscape, major capitals now share an increasingly global language, where aesthetics and rituals bear a striking resemblance.

Against this backdrop, Biffi chooses to highlight what remains unique: identity.

“Biffi – State of Mind”, now in its second edition during Milan Fashion Week, is a cultural and communications project that celebrates the essence of Milan as a vision, an energy and a sense of belonging.

Not merely a physical place, but an emotional, metaphysical state. In the heart of Corso Genova, Biffi Boutiques occupies a symbolic space between historic and contemporary Milan.

An authentic meeting point, where multiculturalism, excellence and innovation coexist naturally.

Here, the city retains a genuine vibe, shaped by layers of culture and spontaneous creativity. “State of Mind” captures this dimension: Milan not just as a fashion destination, but as an attitude; and Biffi as an expression of this attitude.

Five international brands interpret their favourite Milanese spots through images created using a trompe-l’œil effect, transforming the space into an immersive narrative.

From London: Erdem and Simone Rocha
From Copenhagen: Cecilie Bahnsen
From New York: Thom Browne
From Tokyo: Anrealage

Five creative capitals meet Milan through the eyes of their leading figures, bringing to life five iconic Milanese spaces reinterpreted artistically, transforming the shop windows into a vast immersive set.

The project unfolds as a vast three-dimensional photographic set: five installations that interweave archive pieces and unique runway items, constructing scenographic environments capable of engaging the viewer.

The viewer does not merely observe: they walk through, experience, and feel an integral part of the work. The experience is expansive and immersive, a journey that transports you into the installation, where fashion, space and imagination merge.

“Biffi – State of Mind” is a cultural project, a story of identity and a community initiative. It is a meeting point between international perspectives and local roots; it is a reflection on what it means today to belong to a city that continues to evolve without losing its soul.