As the pageant queen of design weeks, Milan tends to go all out. And this year, the city-wide festivities were bigger and bolder than ever. The name of the game: balloons. From the most luxe brand-activations to emerging artist installations, giant inflated creatures and air-filled experiences emerged as a clear visual motif of the festival. Here, check out 5 standouts that rose above the crowd.
Courtesy of 10 Corso Como.
Courtesy of 10 Corso Como.
1. Moncler’s Octopus Invasion at 10 Corso Como
As if the celebrated creative hub, concept store and restaurant 10 Corso Como wasn’t iconic enough, this year’s pop-up took things to new heights—literally. 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. And as far as fashion forecasts go, I’ve personally fallen for the puffy summer propaganda.
Photography by Sophie Sobol.
Photography by Sophie Sobol.
2. Serotonin: The Chemistry of Happiness by Sara Ricciardi Studio
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.
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-long takeover, this collaboration between Czech automobile manufacturer Škoda Auto and multidisciplinary design firm Ulises Studio looked like a video game brought 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 new all-electric car, Škoda Epiq — plus a marketing campaign that would be heavily influenced by modelling clay. Drawing on this playful spirit, the result is a kind of adult fun house with slides, ball pits, relaxation zones, a mobile cafe and more. With over 60,000 visitors during its run, this installation was a crowd-favourite (it even received top prize for Fuorisalone 2026 as the top-rated installation.)
Photography by Sophie Sobol.
Photography by Sophie Sobol.
4. Dalfilo’s Dream Walkers
For anyone walking through Brera during Milan Design Week, you may have seen a troupe of ethereal wanderers dressed in all-white, carrying giant inflated pillows. These were the Dream Walkers—brought to life by Samira Cogliandro and Cult of Magic performers. Promoting a capsule collection of bed linens, dubbed Land of Dreamers, designed by Sara Ricciardi Studio for Dalfilo’s new flagship store on Corso Garibaldi 60, this dreamy performance and promotional stunt certainly turned heads. Plus, their jumbo balloon pillows surely stirred up some longing for tired tourists.
Photography by Sophie Sobol.
Photography by Sophie Sobol.
5. Marea / Tide by Habits
Inspired by the intersection of suspension, inflatable art and kinetic environments, Marea / Tide by Milan-based industrial design studio Habits spotlights a new, interactive aerial structure that explores how spatial thresholds shape social space. Created by a team of engineers, prototypists and software experts, these lightweight helium-filled modules react in real-time to user engagement, creating a responsive canopy that draws close and rebounds according to a robotic system of monitors, sensors and micro-fans. With a fluid choreography, the project name references the rise and fall of the tides.
