iBlues x Serenis
"A Space to Breathe"
During Milan Design Week 2026, we created A Space to Breathe, an experiential activation developed in collaboration with Serenis inside the iBlues store on Corso Vittorio Emanuele.
Designed as an invitation to slow down during one of the city’s most intense moments, the project transformed the store window into an immersive space inspired by the sensation of being underwater: a place where external noise faded, thoughts slowed down, and attention returned to the breath.
The five-minute experience combined the subtle sound of water with a guided audio session created by a Serenis psychotherapist, leading visitors through a diaphragmatic breathing exercise to release tension and reconnect with themselves.
The activation was supported by a guerrilla campaign across the city, with call-to-action signs inviting passersby to step away from the rush of Design Week and take a moment to breathe.
Designed as an invitation to slow down during one of the city’s most intense moments, the project transformed the store window into an immersive space inspired by the sensation of being underwater: a place where external noise faded, thoughts slowed down, and attention returned to the breath.
The five-minute experience combined the subtle sound of water with a guided audio session created by a Serenis psychotherapist, leading visitors through a diaphragmatic breathing exercise to release tension and reconnect with themselves.
The activation was supported by a guerrilla campaign across the city, with call-to-action signs inviting passersby to step away from the rush of Design Week and take a moment to breathe.
Services
- PRODUCTION
- ART DIRECTION
