Milan’s design-week celebrations featured balloons as a city-wide visual motif, with brand activations and artist installations using inflated forms to create bold, immersive scenes. A Moncler pop-up at 10 Corso Como transformed the building facade with a giant maroon balloon octopus that burst through windows and wrapped around walls. An American Express installation titled “Serotonin: The Chemistry of Happiness” used large tie-dyed blue and pink balloon balls placed against historic architecture, creating a joyful contrast. The balloon forms moved and breathed, turning the installation into a living-feeling environment for visitors. A Škoda Auto collaboration at Palazzo Senato presented a week-long takeover with a video-game-like design concept.
"Part of Moncler's Puffy Summer campaign, the building's facade was taken over by a giant, balloon octopus in a striking maroon hue. Bursting through windows and wrapping around walls, Moncler's supersized mascot made for a thrilling observation from the street, and a fearsome presence for anyone who dared to dine (or shop) in the belly of the beast."
"Part of Brera Design District 2026, this colourful installation - titled Serotonin: The Chemistry of Happiness - by artist Sara Ricciardi for American Express explores the hormones that create human happiness. Made up of large, tie-dyed blue and pink balloon balls juxtaposed against the bones of the historic Loggia of the Pinacoteca di Brera, the installation is true to its name: a joyful surprise and a dynamic contrast."
"And for those who waited in line to walk within the installation, they'd find that the giant forms moved and breathed like living organisms."
Read at Design Milk
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