Super (mm)arket
FW 26-27 Collections Presentation
The concept of the press day was inspired by the world of the supermarket, reinterpreted through a balance of playfulness and refinement, shaping a space defined by a curated and detail-oriented approach.
The set-up evoked the familiar atmosphere of a neighborhood grocery store, enriched by ironic and carefully selected elements. Key features included baskets filled with snacks, fruit, and assorted food items, recalling the simple charm of everyday shopping. Supermarket trolleys were reimagined as display structures, introducing an interactive and unexpected dimension to the experience, while hostesses dressed as store clerks contributed to a more immersive and engaging environment.
Bright lighting enhanced the contemporary feel of the space, while the thoughtful selection and arrangement of details ensured visual coherence and authenticity. The result was a dynamic and distinctive setting, capable of reinterpreting the supermarket experience through a creative and fashion-oriented lens.
The event welcomed a selected audience, with a total attendance of 261 guests.
super (mm)arket — the FW press day by mm studio in Milan
super (mm)arket 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 supermarket. A balance between lightness and refinement, shaping a space defined by a curated and detail-oriented approach.
Concept and set design
The super (mm)arket set design recalled the familiar atmosphere of the neighbourhood corner shop, enriched with ironic and carefully selected elements. Among the main scenographic features, baskets filled with snacks, fruit and food products evoked the simple charm of everyday life, while shopping trolleys were reinterpreted as display structures, introducing an interactive and unexpected dimension.
Atmosphere and environment
Hostesses dressed as shop assistants made the experience more immersive and engaging. The use of brighter lights gave the space a contemporary feel, while the selection and arrangement of the elements ensured visual coherence and authenticity. The result was a dynamic and distinctive environment, capable of reinterpreting the supermarket experience through a creative, fashion-oriented lens. The event fits into the mm studio methodology for Press Day and connects with our Special Projects.
Results and attendance
super (mm)arket was more than a press day: an invitation to look at everyday life through a creative lens, turning a familiar context into a distinctive exhibition environment. The event welcomed a selected audience of press, opinion leaders and creators, with a total of 261 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 del press day "super (mm)arket" organizzato da mm studio: primo piano dal busto in giù di una persona che regge con il braccio un cestino della spesa in filo metallico azzurro con manici in metallo ramato/rame, ricolmo di prodotti confezionati — tra cui snack in busta gialla e viola, alimenti in buste termosaldate trasparenti con prodotti di colore arancione/rosso, confezioni argentate e altri prodotti food — in un'ambientazione che richiama esteticamente un supermercato; la persona indossa una felpa oversize rosa cipria con inserti in rosso vivo alle spalle/maniche e pantaloni cargo rossi; sullo sfondo parzialmente visibile un pannello/cartello con testo in inglese leggibile "…captures the… reflect on nature's… of coexistence… positive impact on th[e]… ural world." e a destra una superficie scura con oggetti; luce naturale/mista, immagine del press day super (mm)arket per mm studio | Editorial photograph of the "super (mm)arket" press day organized by mm studio: close-up from the bust down of a person holding in the crook of their arm a light blue wire shopping basket with copper/rose-gold metal handles, overflowing with packaged products — including snacks in a yellow and purple bag, food items in transparent heat-sealed pouches with orange/red-coloured products, silver packaging and other food products — in a setting that aesthetically references a supermarket; the person wears an oversized powder-pink sweatshirt with bright red inserts on the shoulders/sleeves and red cargo trousers; in the background a partially visible panel/sign with English text reading "…captures the… reflect on nature's… of coexistence… positive impact on th[e]… ural world." and on the right a dark surface with objects; natural/mixed lighting, super (mm)arket press day image for mm studio.](https://www.mm.studio/wp-content/uploads/2026/05/super-mmarket-press-day-mm-studio-1.webp)
