mm vivaio
SS26 Collections Presentation & Much More
The vivaio is a place of discovery, growth, and continuous wonder. It is precisely this idea of the vivaio, understood as a home for beauty and newness, that mm studio chose as the concept to present the SS26 fashion collections alongside the latest beauty and lifestyle launches.
For this edition, the press day moved beyond the offices at Via Bartolomeo Eustachi 7 to engage with the city in a non-conventional setting, in line with our methodology: nurturing clients’ projects within a fertile and unexpected environment. In the heart of Parco Vittorio Formentano, the Greenhouse La Fenice ALMA, a bespoke structure created by Privitera Eventi, became our urban vivaio, a transparent and immersive space in dialogue with the surrounding greenery.
The collections came to life on metallic nursery-inspired structures, reinterpreted through a contemporary lens thanks to the exhibit concept and flower design by La Fiorellaia. The set and lighting design, curated by Flatwig Studio and Croval Service, shaped an essential yet visually striking environment.
mm vivaio was more than a press day: it was an invitation to see creativity as a living organism, nourished by ideas and connections, within a space open to the city.
The event welcomed a selected audience, with a total attendance of 347 guests.
mm vivaio — the SS26 press day by mm studio in Milan
mm vivaio is the press day through which mm studio, a PR and communication agency based in Milan, presented the SS26 fashion collections together with the beauty and lifestyle launches of the brands supported by the agency. The vivaio (nursery) concept — a place of discovery, blooming and constant wonder — captures our methodology: growing our clients’ projects in a fertile, original environment.
Concept and location
For this edition, the press day moved out of the mm studio offices in via Bartolomeo Eustachi 7 to meet the city in an unconventional setting. In the heart of Parco Vittorio Formentano, the Greenhouse La Fenice ALMA — a custom greenhouse built by Privitera Eventi — became mm studio’s urban vivaio: a transparent and immersive space in dialogue with Milan’s greenery.
Set design, exhibit and lighting
The collections came to life on metal nursery structures, reinterpreted in a contemporary key thanks to the exhibit concept and floral design by La Fiorellaia. The set and light design, curated by Flatwig Studio and Croval Service, defined an essential yet visually striking environment. All production partners were internally coordinated by mm studio as part of our Press Day and Special Project services.
Results and attendance
mm vivaio was more than a press day: an invitation to see creativity as a living organism, fed by ideas and connections in a space open to the city. The event welcomed a selected audience of press, opinion leaders and creators, with a total of 347 guests attending. To learn more about our approach visit the about page or explore other projects in Special Projects, or write to us through our contact page. Return to the mm studio homepage to explore the whole site.
