A session with the founders of the MI AMI Festival: a special lesson for MEED students

Students from the Master in Event and Exhibition Design, in collaboration with Accademia Fiera Milano, had the unique opportunity to engage with the founders of the renowned MI AMI Festival, Stefano Bottura and Carlo Pastore. The encounter, organized as part of their Event Design examination, provided invaluable insights into the intricacies of festival planning and execution.


During the special lesson at Scuola Politecnica di Design, Stefano Bottura and Carlo Pastore shared the story of MI AMI and their personal journeys in the field of events. Their individual perspectives added a rich layer to the students’ learning experience, offering a glimpse into the passion and expertise that fuel the success of the MI AMI Festival.

The students gained valuable insights into the complexities of organizing a festival, learning firsthand from these pioneers about the challenges and adaptations required over the years. The session proved to be a bridge between theoretical knowledge and real-world applications, offering students a comprehensive understanding of the multifaceted nature of event design.

As the MI AMI Festival approaches its 19th anniversary, this interaction served as an exploration into how the landscape of festivals has transformed over the years. The founders’ perspectives on adapting to change while staying true to the festival’s roots provided a thought-provoking glimpse into the understanding of the developing character of event planning.

The Scuola Politecnica di Design continues to foster such enriching opportunities for its students, ensuring that they are not only equipped with theoretical knowledge but also exposed to the practical nuances of their chosen field. The encounter with Stefano Bottura and Carlo Pastore exemplifies the school’s commitment to providing a holistic education that prepares students for the dynamic and ever-evolving world of design.

Carlo Pastore began his career as collaborator, and then editor-in-chief, of Rockit in 2004, later joining MTV Italia’s VJ team in 2007. A versatile talent, he collaborated with Rai, hosted radio shows like “Babylon,” and co-founded the MI AMI Festival in 2005, where he also serves as the artistic director. His influence spans television with the creation of “Credits” and online with the innovative music and interview format, “Niente di strano.”, Recently, he directed and authored the Red Bull 64 Bars Live in 2022, an event hailed as the pinnacle of Italian rap, drawing over eight thousand spectators and earning acclaim as the musical event of the year.

As the CEO of Better Days, leader in organizing live events and special communication projects, Bottura brings a wealth of expertise to the table. His background in arts and culture, coupled with his role as the Co-founder and Art Director of the MI AMI Festival, underscores his commitment to shaping immersive and community-driven experiences. Beyond his contributions to the festival landscape, Bottura holds a professorship and imparts lectures at esteemed universities in Milan, showcasing his dedication to fostering knowledge and creativity in the next generation.