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The Playful Living is a co-Design platform that puts people at the center, creating new and better relationships between brands, adults and children. 

Discover our team and our goals.

It all began in 2009 at GComeGiocare in Milan, in Paolo Taverna's Kingdom of Toys, Luca Fois and Marta Meda built the Casa Per Giocare dedicated to a family with children, who love to spend a lot of time together in the spaces furnished by Marta.

In 2018 Luca and Marta with Daniela Pavone, Arianna Vignati, Sergio Campo dall'Orto created
The Playful Living, the physical and digital platform to design and promote new relationships between brands, adults and children.

During the Milan Design Week of 2019, in Zona Tortona, we presented The Playful Home, then at Pitti, January 2020, a The Playful Retail and again at GComeGiocare a playful survey event, with the Master Design for Kids & bToys of, on the new purchasing models. In 2020 everyone was locked at home. In 2021, in September, in Zona Tortona, we presented La Casa del Presente Futuro (The Home of the Future Present), with Renato Ocone coordinating everything in an hospitable and amusing space of 200
square metres , thanks to the graphics by Elena Stefani. Then, in December in the Stecca, with Elena Rossella Lana and Unusual Studio, we organized Il Regalo Giusto, an interactive space of product experiences, where you can test live and buy on @commerce.

Our story

The goals

Identify the 
new needs
of kids and families to find and suggest new contemporary solutions, qualifying the offer in the wide market of product and services dedicated to kids.
cultural, social and environmental one. Together with people, companies and institutions.
Build an active community
and a pro-active one, to create value throughout the supply chain, from the designer to the consumer.
Enhance and
new shapes of business,
with numbers and values.
Spread the 
"Playful" culture
to develop new positive relations with the world, others and ourselves, through engaging and customer retention experiences.
Before, during and after? More or less...

Luca Fois, Marta Meda, Arianna Vignati, Daniela Pavone, Sergio Campodall'Orto, Giulia Geroni,
Nicoletta Zerbo, Irene Le Noci, Silvia D'Ambrosio, Mattia Italia, Renato Ocone, Elena Stefani, Camilla Fraboni, Elena Rossella Lana, Gloria Tazzini, Alice Carrera, Deborah Guerini and other temporary collaborators.

Who have made recent story


Alice Zecchin
Project Assistant

Luca Fois, Marta Meda, Camilla Fraboni, together with Sfera Media Group, Chiara Bidoli, Maurizio Santandrea, Fabrizia Fabrello, Fiammetta Mazza, Arianna Vignati, Elvira Zhao, Alice Zecchin, Sara Hassan, Liu Yue, Jane Zhuoan Dai at starting from the success of the June 22 edition,  are the team that designs and presents: A Casa Ovunque'23. MetaVero, MetaVerso. A location of 900 square meters divided into 6 spaces with 6 stories and related characters. to tell the products and services of the selected companies in a new and effective way and pleasantly welcome the B2B, B2P, B2M and B2C audience of the Fuori Salone. Keep curious!

Who are writing the current story


Camilla Fraboni
Communication Coordinator
Martha Meda
Concept and Art Director
Luca Fois
Concept and Creative Director
Jane Zhuoan Dai
Art Director & Graphic Assistant
Sara Hassan
Creative Director Assistant
Elvira Zhao
Communication and Graphic Designer
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