Ciao from Milano, where innovation meets design at one of the most celebrated creative events of the year—Milan Design Week. This year, we took a bold step in redefining how we interact with technology by launching The Boring Phone—a collaboration between HMD, Heineken, and the iconic e-commerce platform, Bodega.

But this launch wasn’t just about unveiling a new device—it was about starting a movement. In an age of constant digital noise, The Boring Phone is an invitation to embrace simplicity, disconnect from the overload, and rediscover the joy of being present. And what better way to bring this vision to life than through one of the most talked-about events of the week—The Offline Party.

An Unforgettable Night in Milan: The Offline Party

Picture this: guests entered the party through an oversized fridge—yes, a fridge—setting the tone for an evening of surprises and playful disconnection. At the entrance, attendees were encouraged to place a sticker over their smartphone screens, a symbolic gesture urging them to stay present and fully engage with the moment.

The Offline Party wasn’t just an event—it was an experience. With Heineken drinks flowing, incredible music, and a crowd buzzing with energy, it became a celebration of everything The Boring Phone represents: stepping away from screens and reconnecting with life in the real world. Huge thanks to Heineken and Bodega for bringing this concept to life in such a spectacular way.

What Makes The Boring Phone Special?

The Boring Phone isn’t just a device—it’s a statement. Designed to be simple, practical, and undeniably cool, its transparent casing and holographic stickers give it an edge, making it as much a conversation starter as it is a tool for mindful living.

But beyond aesthetics, this phone serves a deeper purpose. It strips away distractions, allowing users to focus on what truly matters—making calls, sending messages, and yes, playing the iconic Snake game. With the tagline:

“Boring by Design. Designed to Make Your Social Life Interesting.”

…this phone is a playful yet powerful reminder to balance our digital and real-world interactions. It’s not about rejecting technology—it’s about using it more intentionally.

Collaboration at Its Best

One of the most rewarding aspects of this launch has been the seamless collaboration between global teams and brands. From working alongside the talented Le Pub creative team to partnering with Heineken’s PR powerhouse and London’s leading agencies, this project has been a testament to the power of bold ideas and shared vision.

This initiative embodies what HMD stands for: innovation, creativity, and a human-first approach to mobile technology. Together, we’ve demonstrated that technology doesn’t have to dominate our lives—it can instead support meaningful, real-world experiences.

Why This Matters

At HMD, we’re not just creating phones—we’re designing tools that empower people to take control of their digital lives. The Boring Phone isn’t about rejecting technology; it’s about redefining our relationship with it.

In a world where we are constantly connected, this device serves as a gentle yet powerful nudge—encouraging us to disconnect when it counts and reconnect with what truly matters. It’s a small shift with a big impact.

Join the Movement

There’s more to life when there’s less on your phone. Are you ready to embrace simplicity and rediscover real-life connections?

Get yourself The Boring Phone—because sometimes, boring is better.

Stay tuned for more exciting updates as we continue redefining what it means to live well in a digital world.

Grazie mille, Milano! Here’s to more unforgettable moments ahead. 💚