While Milan was buzzing with the energy of Salone del Mobile—one of the world’s most important design fairs—one event offered a more intimate look at the beauty of everyday life, seen through the lens of design, gastronomy, and the art of living. Organized by Vogue Adria in collaboration with the renowned Swedish brand ASKO, an exclusive event marked the launch of the first issue of Vogue Living, bringing together stories that intertwine design, travel, and culinary culture.
A Space That Tells a Story
The ASKO showroom in Milan was transformed into a temporary haven for those who believe that design is not just about aesthetics, but about emotion, functionality, and the personal experience of space. Minimalist yet warm, the interior was carefully curated so that every detail—from the scent of freshly brewed coffee to the thoughtfully selected textures and materials—spoke the same language as the pages of Vogue Living. Gracing the cover of the debut issue are acclaimed designer and Teget co-founder Ana Kraš, alongside her partner Ruben Moreira, also co-founder of the brand.
Guests had the opportunity to be among the first to flip through the new issue, which features inspiring stories from around the world, exclusive glimpses into the homes of creatives, thoughtful essays on the rituals of living, and reportage that celebrates the details that make life richer and more deeply felt. They also enjoyed the exclusive premiere of an editorial by acclaimed fashion and art photographer Branislav Simoncik, produced by Vogue Living in collaboration with ASKO. The shoot took place at the historic Läckö Castle, near the town of Lidköping in Sweden—a region where the first ASKO washing machine was invented 75 years ago.
A Morning of Scents, Flavors, and Conversation
The day began in the spirit of what Vogue Living seeks to share—slowing down and savoring the moment. Breakfast and brunch were prepared by Chef Luca Natalini, a recognized name on the European culinary scene, known for his modern yet emotional approach to seasonal ingredients. The dishes were light, precise, and conceived as an extension of the space—subtle yet unforgettable. As the aromas mingled with the soft hum of conversation, guests flipped through the magazine, spontaneously exchanging impressions, ideas, and excitement over stories that connect form and feeling, the everyday and the dreamlike. Though there were no formal speeches, the entire event felt like a conversation—in between space, people, and the stories just beginning to unfold on the pages of Vogue Living.
The event served as a reminder that everything surrounding us—from the breakfast plate to the back of a chair, from the way we sit to the light filtering through the window—shapes how we experience our lives. Judging by the first impressions from guests, Vogue Living has opened up a new kind of dialogue about lifestyle—one where aesthetics, functionality, heritage, and personal narrative hold equal value. In harmony with the philosophy of the ASKO brand, known for its exceptional craftsmanship, quietude, and understated luxury, this event was more than just the launch of a magazine—it was an experience. In a world that constantly urges us to rush, this gathering offered the opposite: an invitation to pause, to feel, to truly observe our surroundings—and perhaps to ask ourselves: how do we really want to live?
Photography: Monika Pavlović
