Prima takes over Porta Venezia Design District in collaboration with TOILETPAPER

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. “In fact, the choice of their visual encapsulates the essence of the collaboration: Prima Assicurazioni is a dynamic reality that has been able to become an important reference point in the Italian insurance market in a very short time, with unprecedented growth, and it has done so by remaining faithful to its initial mission to innovate and to bring, thanks to technology, added value to the entire insurancsupply chain, all the way to our customers, who can count on competitive prices and an excellent user experience”