ghd's Sculpt launch didn't build a set in Sicily, it found one already sculpted. Cava del Timo's raw limestone quarry mirrored the product's own precision-shaping story before a single chrome fixture went in. Staged inside ghd's 25th anniversary year, the sunset dinner turned a milestone and a launch into one unforgettable evening, with the setting itself doing the loudest storytelling in the room.

For the seventh consecutive year, Golden Goose has completely reinvented its Forte dei Marmi flagship, this time as Frutteria Golden, an immersive Italian fruit market with wooden crates, chalk signage, and its signature Co-Creation studio. The address never changes. Everything inside it does. It's a masterclass in turning a single physical space into a renewable cultural asset, and a reminder that the best retail question isn't how to attract customers, but what makes them c

Dolce&Gabbana's takeover of Le Carillon is more than a beach club activation. It's a masterclass in world-building. From sun loungers and parasols to dining and shopping, the brand's Maiolica Verde motif creates a seamless lifestyle experience rooted in the spirit of the Italian Riviera. As luxury brands increasingly move into hospitality and destination-led experiences, this shows how a single visual language can turn a place into a powerful expression of brand identity.

Moncler is floating into a new dimension at Milan Design Week with its "Have a Puffy Summer" takeover at 10 Corso Como. By wrapping the iconic façade in a giant inflatable octopus, the maison is successfully translating its winter "puffer" heritage into a lightweight summer vernacular. This immersive environment merges architectural surrealism with a 24-look SS26 exhibition, proving that Moncler’s signature volume is a design language that transcends the seasons.

New Balance’s "Run House" in Rome is a masterclass in Legacy Reactivation. By transforming the 15th-century Corsie Sistine into a wellness and recovery hub for the marathon weekend, the brand returned the historic hospital to its original purpose: care. Blending breathwork, product discovery, and community runs with Roman culture, the activation moved the needle from pure performance to holistic wellbeing, creating a high-dwell-time sanctuary in the heart of the Eternal City.

Salomon’s "Shaping New Futures" in Milan is a masterclass in cultural storytelling. Partnering with WE ARE ONA, the brand used a mirrored infinite table and florals frozen in ice to bridge the gap between technical sport and high-concept art. By debuting their adaptive para-athlete gear alongside a curated menu, Salomon proved that the future of retail isn't just about performance, it’s about creating a sensory language that defines the culture of the mountain.

Stone Island unveils Prototype Research_Series 09 at Milan Fashion Week, transforming textile innovation into a physical brand experience. Air-blown lamination on knit redefines knitwear as outerwear, combining inflatable lamination, unique colourways and visible construction. A powerful example of how research, process and craft become immersive storytelling in future retail.

AMIRI opens its Milan flagship with a cinematic, immersive world that blends California cool with Milanese elegance. Film-set-style rooms, rich materials, vintage furniture, and sculptural details create a luxury universe where storytelling leads the experience. More than a store, it’s a destination that defines the future of experiential retail—textured, emotional, and culturally resonant.

Zara x Disney’s ‘Aw Gee! Wow’ installation in Milan transforms a grand flagship into a bold, playful space. A vibrant yellow floor contrasts with classical architecture, while curved modular displays and an oversized Mickey silhouette create a whimsical stage for the collection. Apparel and accessories are showcased within a striking pop-art environment, blending heritage and modernity to deliver an immersive retail experience that turns shopping into storytelling.

Montblanc transforms Milan Fashion Week with a pop-up newsstand that brings The Journey to life. Blending Wes Anderson’s cinematic style with gazettes, postcards, and storytelling, the Maison celebrates heritage, creativity, and exploration.

Longchamp has transformed Bagno Felice 1 in Forte dei Marmi into a chic branded beach club, blending French elegance with Italian coastal charm. The immersive pop-up features green-striped umbrellas, monogrammed cabin keys, and exclusive Le Pliage totes. With live music and a summer cocktail bar, it’s a multisensory celebration of holiday living, turning the beach into a refined, shareable, and unforgettable brand experience rooted in lifestyle, leisure, and luxury.

Miu Miu’s Summer Reads returns for its second edition, transforming iconic parks in Beijing, Hong Kong, Milan, Osaka, and Paris into open-air libraries. Guests are invited to slow down, reflect, and read specially designed editions of Simone de Beauvoir’s The Inseparables and Fumiko Enchi’s The Waiting Years. With branded bookmarks, custom dust covers, and city-specific symbols, this global activation is a poetic blend of fashion, literature, and immersive outdoor storytellin

Swarovski brings its world of wonder to the Italian Riviera with a sparkling takeover of Cracco Portofino. Set on a sun-drenched terrace overlooking the Marina, the experience blends Mediterranean elegance with Swarovski’s signature brilliance. Guests can expect jewel-toned parasols, a dedicated photo moment, and a bespoke menu by chef Carlo Cracco, served on porcelain from the Swarovski x Rosenthal collection.

To celebrate 20 years of Acne Paper, golden pop-ups have appeared in Milan, Paris, New York, and Shanghai. Inside select copies of Issue 20, lucky readers will find a golden ticket to win an archival edition. With striking imagery by Szilveszter Makó and a rich editorial mix of fashion, art, and essays, Golden is both a collector’s dream and a tribute to Acne Studios’ enduring creative vision. Print meets pop-up in a shimmering global celebration.

Louis Vuitton opens its first seasonal gelateria in Forte dei Marmi, blending refined indulgence with Tuscan coastal charm. Open June to September, the kiosk features soft green hues inspired by local design and the iconic Monogram flowers. Guests enjoy ten classic flavours plus two exclusive creations, Vivienne and Gaston, crafted with premium ingredients. Every detail, from floral wafers to bespoke packaging, reflects the Maison’s art de vivre, making it a must-visit summer

SDD25/19_04: Diesel has unveiled a striking new flagship in the heart of Venice, located within the historic Napoleonic Wing of Piazza San Marco. Designed by the brand’s in-house team, the space is a masterful blend of contemporary edge and architectural heritage. The interior pays homage to the city's layered history through a rich mix of materials, travertine marble, cocciopesto plaster, raw rusted metal, and fogged mirrors, creating a tactile and immersive environment that

SDD25/14_04: For Milan Design Week, Ralph Lauren has transformed its Via della Spiga flagship into a Hamptons-inspired haven, blending East Coast charm with Milanese sophistication. The store is styled in a serene palette of blue and white, evoking the coastal elegance of a seaside retreat. Vintage striped and floral fabrics from Ralph Lauren Home drape the space, while hydrangeas bloom throughout the courtyard of Ralph’s Bar. Visitors are welcomed with Ralph’s Coffee cold br

SDD24/47_03: This holiday season, Miu Miu’s Christmas project offers a masterclass in blending nostalgia with contemporary flair. Inspired by the charm of 1930s holiday greeting cards, the display reimagines vintage aesthetics through the lens of vibrant, oversized pop art. At the heart of the concept is a celebration of bold colours and glossy, candy-like finishes, evoking a sense of playful joy and whimsy. The showcase effortlessly merges timeless holiday traditions with a

SDD24/47_01: Fendi has raised the bar with its Holiday Season 2024 installations, which adorn flagship stores worldwide. Drawing inspiration from its storied heritage, the Italian fashion house has masterfully blended tradition with modern artistry. Each display captivates with a combination of iconic elements like the Peekaboo and Baguette bags, gift boxes, and whimsical accessories, forming colorful, illuminated holiday trees. The installations evoke the brand’s signature e

SDD24/41_02: Prada Beauty has redefined the concept of florality with its groundbreaking Paradoxe Virtual Flower experience, blending cutting-edge technology and creativity to highlight the sensory allure of the virtual world. This innovation not only reimagines how florals can be represented in a digital space but also delivers a truly immersive olfactory journey for consumers — pushing the boundaries of 'brand magic'. At the heart of this experience was the Prada Beauty Flo

SDD24/36_01: Zurich-based running shoe brand On continues its global retail expansion with the opening of its tenth standalone store in Milan. Located in a spacious 400 sqm (4,306 sq.ft.) unit within a Brutalist building from the 1970s, the store spans two floors and features a design by On's in-house team that mirrors the brand's recent retail concepts. The interior showcases On’s innovative technologies and sustainable materials, including unique soles, with extendable meta

SDD49_02: Chanel Wonderland Rinascente Takeover Installation, Milan Italy.

SDD27_02: Giorgio Armani Mare Pop-Up Space, Porto Cervo Sardinia Italy.

SDD25_07: Gucci Visions Exhibition Space, Florence Italy.