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.

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.

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

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.

SDD25/14_05: Swarovski has reimagined the retail experience at Milano Design Week with a traveling installation that blends design, movement, and immersive storytelling. Housed within a historic Milanese tram, the activation is a celebration of the brand’s Idyllia collection, featuring intricate floral and fauna motifs across both jewellery and home décor. Fully wrapped in vibrant crystallized flowers and butterflies, the emerald green tram offers a captivating journey throug

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

SDD25/05_03: The Ariana Grande x Swarovski Capsule Collection has taken the world’s most iconic retail destinations by storm, launching in flagship locations across Milan, Zurich, Seoul, and New York. Immersive pop-ups at Harrods London, Galeries Lafayette Paris, and KaDeWe Berlin showcase the collection’s blend of music, fashion, and luxury craftsmanship. Each activation is a dazzling fusion of modern glamour and timeless elegance, brought to life through bespoke window disp

SDD24/49_04: Gucci has elevated holiday cheer with its festive Gucci Gift window displays, transforming iconic cities like Chengdu, Shenzhen, Los Angeles, New York, London, and Milan into dazzling celebrations of light and style. Each installation reflects the warmth and joy of the season, blending vibrant colors, sparkling details, and Gucci’s iconic Double G elements. From neon-lit cityscapes to the glow of winter evenings, these displays create a unique dialogue with urban

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

SDD24/24_01: Zara Home's new Milan store launch delivered an unforgettable brand experience with a pop-up Gelateria offering handmade vanilla ice cream and biscotti. The store's vibrant yellow tile decor created a summery atmosphere, inspired by classic Italian Gelateria signs. For one day only, visitors were able to savour refreshing ice cream while exploring the stylish yet socially sharable new space. Pictures courtesy of Wozere Studio.

SDD24/16_04: Balenciaga's "Encounter Art" initiative seamlessly intertwines the realms of fashion and art, joining forces with American...

SDD49_02: Chanel Wonderland Rinascente Takeover Installation, Milan Italy.

SDD24_07: Diesel 1DR Land Installation San Babila Milan.

SDD9_01: Loro Piana Milan Fashion Week Pop-Up Coffee Kiosk, Via dei Giardini.

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