Infopoint P/T STOP by PRIMA ASSICURAZIONI & TOILETPAPER

The Porta Venezia Design District is enriched with a new experiential garrison: P/T Stop, the district's official infopoint, opened to the public, realised in collaboration with PRIMA ASSICURAZIONI and the art collective TOILETPAPER. Located at Via Melzo 19, in the heart of the district, the infopoint will be active from Monday 7 to Sunday 13 April, offering visitors an immersive experience at the crossroads of visual art, contemporary communication and project culture.

The spatial concept of the installation is defined by an intervention that develops around the iconic ‘snakes’ pattern by TOILETPAPER: a destabilising and pop visual language that blends irony and provocation in an environment that becomes a manifesto itself. The pattern unwinds across surfaces and volumes, generating a visual landscape with a strong immersive impact, where excessive aesthetics are transformed into a narrative code. A point of orientation and exploration, P/T Stop is also a place for discovery and collection: infact, it will be possible to pick up during the day and while stocks last, an exclusive limited edition print of the artwork depicting the Bastioni di Porta Venezia created by TOILETPAPER for Prima Assicurazioni.
With P/T Stop, Porta Venezia Design District confirms its identity as a district where design, experimentation and critical vision meet in one of the city's most vibrant and symbolic settings.

In a virtuous dialogue between renewal, transformation and design, Prima Assicurazioni, the tech company that has revolutionized the Italian insurance industry through technology and digital, chooses to dress Porta Venezia Design District as Main Partner for the 2025 edition of Milan Design Week, collaborating with the visionary creative studio TOILETPAPER, founded by Maurizio Cattelan and Pierpaolo Ferrari. The artistic intervention will reinterpret urban spaces starting from the famous Bastioni di Porta Venezia through the recognizable and impactful visual language of TOILETPAPER's iconic snakes to represent the tale of a fast and dynamic reality that “changes skin” but remains consistent with itself. Just like Milan's urban spaces and like PRIMA itself, which in ten years of activity has been able to rapidly impose itself in a traditional market such as the insurance one, with more than 4 million active customers, without ever losing the innovative charge that has always characterized its technological DNA. Moreover, in an age in which experimentation and contamination become sap for new visions, technology is not only the engine of the future, but also that one thing destined to permeate all people's activities, an element, indeed, that knows no “boundaries”.

“We chose to support Porta Venezia Design District not only because it is the place where the beating heart of Prima lives, our headquarters in the center of Piazzale Loreto, but above all because it represents an innovative and disruptive reality, in which we identify ourselves. For the very same reason, we strongly wanted to collaborate with TOILETPAPER. A creative studio that is unmistakable for its visionary stylistic signature, which we feel akin for its ability to redraw the rules of the game.” Commented Fabia Bernacchi, Global Head of Communication at Prima Assicurazioni. “Infact, the choice of their visual embodies the essence of the collaboration: Prima Assicurazioni is a dynamic company that has become an insurance giant with unprecedented growth, while remaining true to its original mission - like the snake that changes its skin but remains the same - to innovate and bring value to the entire market through technology.”