mm studio transforms Parco Formentano into a communication lab

November 2025 01.11.25

Fotografia editoriale del press day "Vivaio" organizzato da mm studio nel novembre 2025: vista esterna in formato landscape di una grande serra in ferro e vetro con struttura bianca e tetto trasparente a capanna, allestita come spazio evento con pavimento blu elettrico e scale d'accesso blu, backdrop interno con scritta "ERAVAMO STUFI (oggi va così, domani chissà) DI FARLO IN UFFICIO" e una hostess al banco centrale; numerosi ospiti e giornalisti si muovono all'esterno della struttura sul selciato, circondati da alberi autunnali con foglie arancio-dorate e aiuole fiorite rosse, con logo mm studio visibile su pannelli laterali bianchi, luce naturale pomeridiana, immagine del press day Vivaio per mm studio | Editorial photograph of the "Vivaio" press day organized by mm studio in November 2025: landscape exterior view of a large iron and glass greenhouse with a white structure and transparent gabled roof, set up as an event space with electric blue flooring and blue access steps, interior backdrop with the text "ERAVAMO STUFI (oggi va così, domani chissà) DI FARLO IN UFFICIO" and a hostess at the central counter; numerous guests and journalists moving outside the structure on the paving, surrounded by autumnal trees with orange-golden leaves and red flower beds, with mm studio logo visible on white side panels, afternoon natural light, Vivaio press day image for mm studio.

mm studio chose Milan’s Parco Vittorio Formentano to present its new SS26 collections, transforming the city’s green heart into a striking urban nursery of creativity. The event’s centerpiece was the Greenhouse La Fenice ALMA, a custom glass structure created by Privitera Eventi, which served as the stage for an immersive experience blending fashion and lifestyle.

Conceived as a habitat of beauty, the set-up reflected the tailor-made methodology of the agency founded by Martina Monselli: a fertile environment in which to grow clients’ projects. Enriched by the visions of Flatwig Studio for the design, La Fiorellaia for the floral arrangements, and the beverage service by The Perfect Cocktail, the event was more than just a press day; it was a gesture of openness to the city that transformed communication into a moment of shared participation.