As the queen of the design weeks competition, Milan it tends to go everywhere. And this year, the festivities across the city were bigger and bolder than ever. The name of the game: balloons. From the most luxurious brand activations to pop-up artist installations, giant inflatable creatures and air-filled experiences emerged as a clear visual motif of the festival. Here, see 5 standouts that stood out from the crowd.
Courtesy of 10 Corso Como.
Courtesy of 10 Corso Como.
1. Moncler’s Octopus Invasion at 10 Corso Como
Like the famous creative center, concept store and restaurant 10 Corso Como wasn’t virtual enough, this year’s pop-up took things to new heights — literally. Part of Moncler’s Puffy Summer campaign, the facade of the building was taken over by a giant, balloon octopus in a striking crimson hue. Bursting through the windows and wrapping around the walls, Moncler’s oversized mascot made a fascinating sight from the street and a terrifying presence for anyone who dared to dine (or shop) in the belly of the beast. And when it comes to fashion predictions, I’ve personally fallen for the hyped summer hype.
Photo by Sophie Sobol.
Photo by Sophie Sobol.
2. Serotonin: The Chemistry of Happiness by Sara Ricciardi Studio
Part of Brera Design District 2026, this colorful installation — titled Serotonin: The Chemistry of Happiness — by artist Sarah Ricciardi for American Express explores the hormones that create human happiness. Consisting of large, tie-dyed blue and pink balloon balls juxtaposed against the bones of the Pinacoteca di Brera’s historic Loggia, the installation is true to its name: a joyful surprise and a dynamic contrast. And for those waiting in line to walk through the facility, they would discover that the giant figures moved and breathed like living organisms.
Courtesy of Ulises.
Courtesy of Ulises.
Courtesy of Ulises.
Courtesy of Ulises.
3. Škoda Auto x Ulises Studio: Škoda Epiq
Located at the Palazzo Senato for a week of takeover, this collaboration between the Czech automaker Škoda Auto and multidisciplinary design firm Ulises Studio it looked like a video game come to life. Led by Spanish architect, artist and studio founder Ricardo Orts, the larger-than-life balloon installation was designed to promote the upcoming launch of the new Škoda Epiq all-electric car — plus a marketing campaign that would be heavily influenced by modeling clay. Based on this playful spirit, the result is a kind of fun for adults with slides, ball pits, relaxation zones, a mobile cafe and more. With more than 60,000 visitors during its run, this facility was a crowd favorite (it even received the top prize for Fuorisalone 2026 as the best-rated facility).
Photo by Sophie Sobol.
Photo by Sophie Sobol.
4. Dalfilo’s Dream Walkers
For anyone walking the Brera during Milan Design Week, you may have seen a troupe of ethereal wanderers dressed in all white, carrying giant inflatable pillows. These were the Dream Walkers—brought to life by Samira Cogliandro and Cult of Magic performers. Promotion of a bedding capsule collection, called Land of Dreamers, designed by Studio Sara Ricciardi for DalfiloThe new flagship store of Corso Garibaldi 60, this dream show and advertising stunt certainly turned heads. Plus, the jumbo balloon pillows certainly stirred up some cravings for weary tourists.
Photo by Sophie Sobol.
Photo by Sophie Sobol.
5. Marea / Tide by Habits
Inspired by the intersection of suspension, inflatable art and kinetic environments, industrial design studio Marea / Tide from Milan Habits highlights a new, interactive aerial structure that explores how spatial thresholds shape social space. Created by a team of engineers, prototypers and software experts, these lightweight helium-filled units react in real-time to the user’s engagement, creating a responsive dome that approaches and bounces according to a robotic system of displays, sensors and micro fans. With a fluid choreography, the play’s name refers to the rise and fall of the tide.
