Design fairs can often feel homogeneous, despite all the creativity and innovation on view. Milan Design Week, the world’s preeminent design showcase, championed a Eurocentric perspective and aesthetic for decades, but despite calls for greater diversity in design, it is not easy to turn the tide. This is a challenge the organisers of ‘This is America’, a multifaceted exhibition of American design installed this year at Alcova during Fuorisalone 2022, have gamely taken on. The first curatorial collaboration between the design-focused public relations collective Hello Human and the experience design studio Aditions, both US-based, is a contemporary survey that presents a fresh and optimistic view of US design, while sparking discussions about diversity and inclusion in the wider design world.