Alf Da Frè and Valdesign are two Italian furniture brands specialising in contemporary home interiors. Alf Da Frè designs systems and collections for living and sleeping areas, while Valdesign focuses on kitchen environments. For Milan Design Week 2026, the two brands came together around a shared project exploring the many ways people experience and inhabit domestic space.

Frakas developed the campaign concept, identity and communication strategy, overseeing the project’s creative direction, the design and production of the event, the art direction of photography and video, and the complete range of physical and digital communication materials.
The project is built around the expression Room for…, an intentionally open-ended formula designed to embrace different people, activities, relationships and ways of living. Variations such as Room for fun, Room for memories and Room for design demonstrate the flexibility of the concept while presenting the home as a place that constantly evolves through the lives of those who inhabit it.

The campaign’s central message, Room for living / Room that lives, draws on the idea of the living room and the key role of Alf Da Frè’s living systems. It also plays on the double meaning of living: a space where life happens, and a space that is itself alive, continuously changing to accommodate different situations, routines and experiences.
The campaign culminated during Milan Design Week 2026 with a public event bringing together writer Daniela Collu, DJ Vic, content creator Cucinare Stanca and rapper Rido. Rather than presenting products, the event invited guests to discuss their personal idea of home and living in an informal conversation that deliberately moved beyond the conventions of furniture and design communication.

The conversations continued through a series of interviews released on social media during and after Design Week. These were accompanied by product videos in which hands, objects and everyday gestures animate Alf Da Frè and Valdesign’s systems, portraying furniture not as static objects but as spaces activated by everyday life.
The communication system extended across social media, photography, video, printed materials, window graphics and merchandising, using the Room for… formula as a flexible narrative device that could adapt across different formats and touchpoints.

Originally conceived for Milan Design Week, Room For evolved throughout 2026 into an ongoing editorial platform. Through social content and newsletters, Alf Da Frè and Valdesign continue to explore themes related to contemporary living, everyday rituals and the changing role of domestic spaces, transforming a campaign concept into a long-term narrative framework for both brands.