FOLLOW THE BALLOOMS

BALLOOMS TORONTO x mm studio

19 May 2026

Via Bartolomeo Eustachi 7, Milan

The FW26/27 Press Day transformed the spaces of mm studio into an immersive environment dedicated to the fashion collections and beauty launches of the brands represented by the agency. For this edition, the project took shape through a creative collaboration with Ballooms Toronto, the Canadian studio renowned for its sculptural floral installations crafted from balloons.

Conceived as an evolving landscape rather than a traditional showroom, the set-up unfolded throughout the agency’s offices, allowing collections and products to inhabit the space in a natural and organic way. The workplace itself became an integral part of the exhibition journey, dissolving the boundary between everyday office life and the event experience.

Developed by Flatwig Studio, the project reinterpreted the agency’s spaces through an organic intervention in which Ballooms Toronto’s installations introduced a soft and unexpected scenographic presence. Flowers crafted from biodegradable latex balloons, reflective surfaces, and carefully curated materials interacted with garments, accessories, and beauty products, creating a visual narrative that was both light and distinctive, balancing spontaneity with thoughtful design.

More than a display setting, the installation was conceived as an extension of mm studio’s identity: dynamic, informal, emotional, and deeply connected to the contemporary visual landscape. A project capable of bringing together fashion, beauty, and lifestyle through new creative languages and a strong experiential approach.

The event welcomed a selected audience, with a total attendance of 367 guests.

Parete rossa con logo "mm studio" e composizioni di palloncini rosa a forma di fiori in secchi bianchi / Red wall with the "mm studio" logo and pink balloon-flower arrangements in white buckets.
Composizione di palloncini a fiori arancioni davanti a una libreria verde con prodotti beauty esposti / Orange balloon-flower arrangement in front of a green shelving unit displaying beauty products.
Vaso di vetro con palloncini a forma di fiori bianchi su un tavolino di vetro, accanto a espositori di gioielli e scaffali con calzature / Glass vase with white balloon-flowers on a glass side table, next to jewellery displays and shelves with footwear.
Ragazza sorridente che regge un palloncino a forma di fiore bianco su un pianerottolo con pavimento decorato / Smiling young woman holding a white balloon-flower on a landing with a decorative floor.
Cameriere con grembiule beige che porta un vassoio di legno con drink e finger food durante il press day / Waiter in a beige apron carrying a wooden tray with drinks and finger food during the press day.
Tavolo su terrazzo con tovaglia metallizzata, sedie dorate e centrotavola di palloncini rosa, affacciato sui palazzi / Rooftop table with a metallic tablecloth, gold chairs and a pink balloon centrepiece, overlooking apartment buildings.
Uomo seduto su un pouf verde tra sculture di palloncini azzurri e arancioni in un salotto con parquet / Man sitting on a green pouf among light-blue and orange balloon sculptures in a living room with parquet flooring.
Scultura di palloncini a fiori arancioni appoggiata su un divano azzurro, con quadri astratti alla parete / Orange balloon-flower sculpture resting on a light-blue sofa, with abstract artworks on the wall.