SALONE SAFARI
by LIGANOVA
SALONE SAFARI
by LIGANOVA
IT WAS A BLAST!
We are still glowing from our Salone Safari …
It was a dazzling, curated journey into the pulse of this year’s Milan Design Week, uncovering how brands translate their stories through creative unforgettable experiences – in real life and in real time.
Spanning industries from fashion and automotive to beauty and luxury, our route showcased the full diversity of brand approaches. We witnessed the fusion of Milanese heritage and avant-garde design at Marni x Cucchi and found a sanctuary of quiet power at Range Rover.
We dived into the botanical rhythms of Marcin Rusak x Perrier-Jouët, lost ourselves in the ethereal light landscapes of Aesop, and explored the radical new narrative of Gucci. Between the architectural precision of USM Modular Furniture x Snøhetta, the cosmic “Disco on Mars” with MCM WORLDWIDE x Atelier Biagetti, and the brutalist wellness of Kohler Co. x Flamingo Estate, the Safari reflected the entire spectrum of immersive design.
Our Aperitivo Club at 10 Corso Como, framed by Moncler’s monumental sculptural takeover, served as the perfect setting to toast to a day of pure inspiration and the power of our creative community.
Huge thanks to all the makers and shakers who joined us on our Salone Safari 26 – and to the creators who opened their doors and shared their stories!
WRAPPING UP
Our Safari presented a curated journey across industries – from fashion and automotive to beauty and luxury – showcasing the diversity of brand approaches and experience formats.
From large-scale immersive takeovers like a Palazzo activation to intimate collaborations such as a local café partnership, it highlighted how brands shape culture across different scales.
Marni X CUCCHI
An absolute iconic collab, where Milanese heritage meets Marni’s avant-garde design.
Range Rover x Storey Studio
Range Rover Bespoke: A sanctuary of quiet power at Galleria Meravigli, showcasing automotive excellence as a sculptural art form.
Marcin Rusak x Perrier-Jouët
Forum Florum: A living herbarium where the hidden rhythms of nature became audible through "Plant Pulses" and high-tech craft.
Aesop x March Studio
The Factory of Light: An ethereal journey through translucent landscapes, ending in a breathtaking sea of 16,000 amber glass bottles.
Gucci
Gucci Memoria: A radical narrative at San Simpliciano, blurring the lines between a 105-year legacy and future reinvention.
USM x Snøhetta
Renaissance of the Real: A breathing cocoon within a hidden garden, blending architectural precision with organic, tactile landscapes.
Kohler x Flamingo Estate
The Bathhouse: Wellness meets brutalism. A powerful encounter between industrial craft and a wild, untamed garden.
10 Corso Como x Moncler
A bold brand fusion centered around a hand-crafted, giant octopus installation, redefining the iconic courtyard through sculptural storytelling.
MCM x Atelier Biagetti
Disco on Mars: A surreal journey transforming a historic rotunda into a three-level spaceship – and a wild blend of futuristic lifestyle and cosmic soundscapes.
For FRAME, our Director Brand Activation & Strategy, Karin Leiberg, shared her key observations from Milan Design Week defining the future of brand activations and experiential spaces.
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