What started as an idea between friends on a road trip through Calabria has evolved into one of Milan's most innovative design ventures.
From the cobblestone streets of Milan to the forefront of cannabis design, WEED'D is challenging every preconception about smoking accessories. At the helm of this design revolution stands Simone Bonanni, whose vision is transforming ordinary objects into extraordinary experiences.
As Design Director, Bonanni's mission is clear: to create products that make smoking feel more accepted and approachable—pieces you'd be proud to show off on your bookshelf or share with friends. This vision has shaped WEED'D from day one, influencing everything from product concepts to the selection of manufacturing partners.
The brand's approach is distinctly Italian, partnering with traditional manufacturing companies throughout the country to produce limited-edition smoking objects. Each piece reflects WEED'D's commitment to colourful, vibrant, and functional design with a playful twist. The collection intentionally steers clear of aggressive or over-the-top designs that focus solely on getting high, instead embracing a more nuanced approach to cannabis culture.
This design philosophy reflects a broader shift in how we think about smoking accessories. In Bonanni's vision, these objects are no longer just tools for getting high—they're opportunities to slow down, relax, and take a break from the hectic pace of modern life. Through thoughtful design, WEED'D is challenging the traditional narratives associated with cannabis use.
Within Italy's creative landscape, where cannabis culture still faces significant prejudice, WEED'D works with a network of young professionals in the Milanese creative scene. The brand stands firm in its belief that good design can transform perspectives and create meaningful change in the cannabis space.
As the cannabis industry evolves, WEED'D continues to push boundaries through design innovation. What sets the brand apart is its commitment to creating objects that feel friendly and inviting while maintaining high design standards. Each piece serves as a testament to the brand's core belief: that design has the power to reshape how we view and interact with everyday objects, including cannabis accessories.
Meet the designer
The WEED’D products exclusively available at Astrid Alchemy are designed by the brand's creative head, Simone Bonanni.
Born in Pordenone, Italy in 1989, Bonanni's journey in design began at Milan's prestigious Istituto Europeo di Design, where his exceptional talent emerged early. His graduate project in 2011 earned not only Honours but also an Honourable Mention at the 23rd ADI Compasso D'oro Award, one of Italy's most prestigious design accolades.
Following graduation, Bonanni spent three formative years in Amsterdam as a product designer and project leader with the Marcel Wanders team, before returning to Milan in 2015 to establish Simone Bonanni Studio (SBS). The studio quickly gained recognition for its innovative approach to product design and limited editions.
At his studio, Bonanni developed a unique design philosophy that perfectly aligns with WEED'D's mission. The studio views objects as "emotional activators," focusing on creating meaningful connections between products and users. Rather than emphasising technical aspects alone, he prioritises the emotional experience. The studio believes that aesthetics should emerge from a deep understanding of an object's essence, context, function, and meaning.
This thoughtful approach has earned Bonanni recognition in leading design publications including Zeit Magazin, Dezeen, Abitare, Elle Decoration, Elle Décor, Il Sole 24 Ore, Marie Claire Maison, Interni, and Domus. Today, while continuing to teach Product Design at IED Milan, Bonanni brings this wealth of experience and vision to WEED'D, where his designs continue to challenge conventions and create new dialogues in the cannabis space.
