Fotografia editoriale still life in formato orizzontale/landscape del press day “Bakery” organizzato da mm studio: composizione food & branding con flash diretto e riflessi lucidi su superficie metallica scura — in primo piano una selezione di prodotti da forno tra cui un croissant sfogliato lucido dalla doratura intensa, un pain au chocolat rigato e un biscotto al cioccolato posizionati sopra una card bianca con scritta “bakery mm studio /” in tipografia minimal marrone; la luce forte crea ombre nette e riflessi specchiati che valorizzano le texture croccanti e burrose della pasticceria, con un’estetica contemporanea e fashion editoriale tipica degli eventi creativi firmati mm studio, immagine del press day Bakery per mm studio | Horizontal/landscape editorial still life photograph of the “Bakery” press day organized by mm studio: food and branding composition with direct flash and glossy reflections on a dark metallic surface — in the foreground a selection of baked goods including a shiny golden flaky croissant, a striped pain au chocolat and a chocolate cookie placed on top of a white card featuring the “bakery mm studio /” logo in minimalist brown typography; the strong lighting creates sharp shadows and mirrored reflections that enhance the crispy buttery textures of the pastries, with a contemporary fashion-editorial aesthetic typical of mm studio creative events, Bakery press day image for mm studio.

Bakery mm studio

SS25 Collections Presentation

1 November 2024

Via Bartolomeo Eustachi 7, Milan

The concept of the press day was inspired by the world of the bakery, reinterpreted through a balance of traditional charm and contemporary elegance, shaping a space defined by careful attention to detail.
The set-up combined essential, refined elements such as silver metal props – trays, bowls, and stands – introducing a modern note within a warmer, more artisanal theme. Among the standout details, the display of sculptural croissants suspended on the walls added an unexpected and playful element, contributing to the overall identity of the event.
Soft lighting and neutral tones created a welcoming and relaxed atmosphere, while the spatial arrangement was designed to encourage a fluid experience, inviting guests to explore and interact. The result was a sophisticated yet approachable environment, capable of evoking the aesthetic of an artisan bakery reinterpreted with a contemporary edge.
The event welcomed a selected audience, with a total attendance of 273 guests.

mm bakery — the press day by mm studio in Milan

mm bakery is the press day through which mm studio, a PR and communication agency based in Milan, presented the collections and product launches of the brands supported by the agency through a concept inspired by the world of the bakery. A balance between traditional charm and contemporary elegance, shaping a space defined by careful attention to detail.

Concept and set design

The mm bakery set design combined essential, refined elements such as silver-tone metal props — trays, bowls and display stands — introducing a modern note within a more rustic theme. Among the distinctive details, the display of scenographic croissants suspended from the walls added an unexpected and playful element, helping to define the identity of the event.

Atmosphere and lighting

The use of soft lights and neutral tones helped create a welcoming and relaxed atmosphere, while the arrangement of the elements in the space was designed to encourage a fluid experience, inviting guests to explore and interact. The result was a sophisticated yet accessible environment, capable of evoking the aesthetic of an artisanal bakery reinterpreted in a contemporary key. The event fits into the mm studio methodology for Press Day and connects with our Special Projects.

Results and attendance

mm bakery was more than a press day: an invitation to experience an exhibition space as a familiar, welcoming place, where artisanal care meets the contemporary identity of the brands. The event welcomed a selected audience of press, opinion leaders and creators, with a total of 273 guests attending. To learn more about our approach visit our about page or explore our other projects in Special Projects, or write to us through our contact page. Return to the mm studio homepage to explore the whole site.

Fotografia editoriale in formato verticale/portrait del press day “Bakery” organizzato da mm studio: dettaglio concettuale e ironico con flash diretto su porta in legno scuro dall’estetica vintage — al centro della composizione il logo metallico “mm studio” applicato sulla superficie lignea calda e lucida, sotto il quale è fissato un piccolo croissant tramite nastro adesivo argentato creando un effetto artistico e provocatorio in stile installation art; l’illuminazione forte enfatizza le venature del legno, i riflessi metallici e le texture del croissant, contribuendo a un’estetica contemporanea e fashion editoriale tipica degli eventi creativi firmati mm studio, immagine del press day Bakery per mm studio | Vertical/portrait editorial photograph of the “Bakery” press day organized by mm studio: conceptual and ironic detail captured with direct flash on a dark vintage-style wooden door — at the center of the composition the metallic “mm studio” logo is mounted on the warm glossy wood surface, beneath which a small croissant is attached with silver adhesive tape creating an artistic and provocative installation-art effect; the strong lighting enhances the wood grain, metallic reflections and croissant textures, contributing to a contemporary fashion-editorial aesthetic typical of mm studio creative events, Bakery press day image for mm studio.
Fotografia editoriale in formato verticale/portrait del press day “Bakery” organizzato da mm studio: scena lifestyle contemporanea in interni con flash diretto e atmosfera immersiva — una donna adulta indossa un visore per realtà virtuale bianco personalizzato con scritta “VOODOOJEWELS”, mentre tiene le mani ai lati del dispositivo mostrando un’espressione sorpresa e coinvolta; indossa un maglione nero a coste con una lunga sciarpa rosa pastello e pantaloni taupe, creando un forte contrasto cromatico con l’ambiente minimal dai toni chiari; sulla sinistra un tavolo illuminato con dettagli colorati contribuisce all’estetica creativa e tecnologica della scena, mentre sullo sfondo sono presenti elementi di design contemporaneo e una stampa artistica rosa; immagine del press day Bakery per mm studio con mood fashion editoriale e sperimentale | Vertical/portrait editorial photograph of the “Bakery” press day organized by mm studio: contemporary indoor lifestyle scene with direct flash and an immersive atmosphere — an adult woman wears a white virtual reality headset customized with the “VOODOOJEWELS” logo while holding the device with both hands, showing a surprised and engaged expression; she is dressed in a ribbed black sweater with a long pastel pink scarf and taupe trousers, creating a strong chromatic contrast against the light-toned minimalist environment; on the left an illuminated table with colorful details enhances the creative and technological aesthetic of the scene, while contemporary design elements and a pink artistic print appear in the background; Bakery press day image for mm studio with an experimental fashion-editorial mood.
Fotografia editoriale in formato verticale/portrait del press day “Bakery” organizzato da mm studio: scena lifestyle e fashion presentation in interni con flash diretto e atmosfera contemporanea — tre giovani donne osservano un tavolo espositivo dedicato ad accessori moda e calzature all’interno di uno spazio minimal dalle pareti bianche; al centro una donna con lunghi capelli scuri, berretto nero in maglia, blazer oversize nero e jeans guarda il proprio smartphone sorridendo mentre tiene una giacca decorata con micro cristalli; sulla destra una donna con caschetto biondo platino, make-up lilla e blazer check oversize osserva la scena con in mano uno smartphone; sulla sinistra una giovane donna con capelli biondo scuro indossa giacca e cravatta in stile tailoring maschile e tiene un piumino marrone; sul tavolo bianco sono esposte scarpe slingback celesti, sandali minimal beige, accessori e una coppa metallica; sullo sfondo grandi stampe beauty con primi piani di volti femminili contribuiscono all’estetica fashion editoriale dell’evento, immagine del press day Bakery per mm studio | Vertical/portrait editorial photograph of the “Bakery” press day organized by mm studio: indoor lifestyle and fashion presentation scene with direct flash and a contemporary atmosphere — three young women stand around a display table dedicated to fashion accessories and footwear inside a minimalist white-walled space; at the center a woman with long dark hair, a black knit beanie, oversized black blazer and jeans smiles while looking at her smartphone and holding a jacket embellished with micro crystals; on the right a platinum blonde woman with a bob haircut, lilac make-up and an oversized check blazer observes the scene while holding a smartphone; on the left a young woman with dark blonde hair wears a tailored jacket and tie inspired by masculine styling while holding a brown puffer jacket; on the white display table light blue slingback heels, minimal beige sandals, accessories and a metallic cup are showcased; in the background large beauty prints featuring female close-up portraits enhance the event’s fashion-editorial aesthetic, Bakery press day image for mm studio.
Fotografia editoriale in formato verticale/portrait del press day “Bakery” organizzato da mm studio: scena showroom e product display in interni con illuminazione calda e atmosfera sofisticata — al centro dello spazio un grande tavolo bianco è allestito con una selezione curata di accessori moda, gioielli, orologi, occhiali, borse dal design contemporaneo e piccoli oggetti lifestyle disposti in modo simmetrico e minimale; attorno al tavolo sedute in velluto dai colori pastello e vivaci come azzurro polvere, senape e arancione creano un ambiente accogliente e creativo; sullo sfondo una grande libreria modulare bianca espone scarpe, libri, prodotti beauty e accessori fashion in stile showroom concept store; la luce morbida e i toni neutri valorizzano l’estetica contemporanea ed editoriale dell’evento, immagine del press day Bakery per mm studio | Vertical/portrait editorial photograph of the “Bakery” press day organized by mm studio: indoor showroom and product display scene with warm lighting and a sophisticated atmosphere — at the center of the space a large white table is styled with a curated selection of fashion accessories, jewelry, watches, eyewear, contemporary-designed handbags and small lifestyle objects arranged in a symmetrical minimalist composition; surrounding the table pastel and vibrant velvet chairs in powder blue, mustard yellow and orange tones create a welcoming and creative environment; in the background a large white modular shelving system showcases shoes, books, beauty products and fashion accessories in a concept-store showroom style; the soft lighting and neutral tones enhance the event’s contemporary editorial aesthetic, Bakery press day image for mm studio.
Fotografia editoriale in formato verticale/portrait del press day “Bakery” organizzato da mm studio: scena beauty e self-care in interni con flash diretto e atmosfera intima — una giovane donna dai lunghi capelli castani e occhiali neri, vestita con dolcevita nero, sorride mentre applica prodotti manicure sulle mani di un’ospite seduta di fronte a lei durante una sessione beauty; il tavolo rivestito in tessuto grigio ospita accessori e prodotti per la cura delle unghie tra cui lime, campionari colore, salviette, confezioni beauty e materiali brandizzati “NEONAIL”; sullo sfondo tende bianche leggere e una parete verde oliva contribuiscono all’estetica minimal e contemporanea della scena; l’illuminazione diretta enfatizza i dettagli beauty e l’atmosfera conviviale e curata dell’evento, immagine del press day Bakery per mm studio | Vertical/portrait editorial photograph of the “Bakery” press day organized by mm studio: indoor beauty and self-care scene with direct flash and an intimate atmosphere — a young woman with long brown hair and black glasses, dressed in a black turtleneck sweater, smiles while applying manicure products to the hands of a guest seated across from her during a beauty session; the grey fabric-covered table features nail-care accessories and products including files, color samples, wipes, beauty packaging and “NEONAIL” branded materials; in the background soft white curtains and an olive green wall contribute to the scene’s minimalist contemporary aesthetic; the direct lighting highlights the beauty details and the warm curated atmosphere of the event, Bakery press day image for mm studio.
Fotografia editoriale in formato verticale/portrait del press day “Bakery” organizzato da mm studio: installazione floreale e scenografia branding in interni con illuminazione calda e atmosfera elegante — al centro della composizione una struttura espositiva bianca in stile chiosco decorata con carta floreale vintage ospita l’insegna luminosa “la florelaia”; attorno all’allestimento numerosi secchi metallici contengono bouquet di gerbere rosso intenso e tulipani rossi creando un forte impatto cromatico all’interno dello spazio caratterizzato da pavimento in marmo terrazzo policromo, pareti classiche con dettagli marmorei e soffitti alti; sullo sfondo un elemento scultoreo scuro e pannelli decorativi contribuiscono all’estetica sofisticata e teatrale della scena; l’immagine combina design floreale, branding e interior styling in un mood fashion editoriale contemporaneo, immagine del press day Bakery per mm studio | Vertical/portrait editorial photograph of the “Bakery” press day organized by mm studio: floral installation and branding scenography indoors with warm lighting and an elegant atmosphere — at the center of the composition a white kiosk-style display structure decorated with vintage floral wallpaper features the illuminated “la florelaia” sign; surrounding the installation several metallic buckets filled with bright red gerbera flowers and red tulips create a strong chromatic impact inside the venue characterized by a multicolored terrazzo marble floor, classic walls with marble details and high ceilings; in the background a dark sculptural element and decorative panels enhance the sophisticated theatrical aesthetic of the scene; the image combines floral design, branding and interior styling with a contemporary fashion-editorial mood, Bakery press day image for mm studio.