CFM 50th Anniversary, GE Aerospace
Client
Under Armour x UNLESS
Date
07 April 2025
Location
Milan, Italy
EU
Services Provided
Experiential Strategy
Creative Development & Design
Location Scouting
Full-Service Event Production
Photography
Twenty6
Communications Agency
Twenty6
Featured Attendees
Malick Thiaw, Miriam Sylla, Ignazio Moser, Nadine Choe, Ambra Felton, Guido Milani, Federico Barengo
The Ask
The Regenerative Cycle
Twenty6 came to us with one ask: design an immersive and brand-forward installation for Milan Design Week that showcases UNLESS Collective’s first activation with Under Armour.
The Approach
Through a design-forward, interactive experience, WONU transformed complex science into a tactile journey brought to life through immersive visuals, hands-on moments, and material storytelling for UNLESS Collective’s first activation with Under Armour.
With an invite-only the press preview kicking off design week, WONU debuted the regenerative future of sportswear, hosting 30 journalists and 275 Salone guests for a chic, cocktail event - with the installation open to the public for 3 days after.
Through an education-forward circular buildout we took media/press figures and the public through the decomposition cycle of UNLESS x Under Armour with design at the helm.
Elements included.
- Welcome Wall
- Decomposing Product Displays
- Central Circular Build (Brand Narrative & Product Displays)
- Exclusive Collab Product Display
- Branded Bar & DJ Booth
- Scenic Installation
The Results
Bringing regenerative vision to life, the installation was a strategic brand statement, built plastic-free with partners who shared the same ethos. The impact positioned UNLESS as a leader in regenerative sportswear and sustainable design, earning global press and sparking conversation on the future of innovation.
Brand Awareness :
- 275+ attendees at press preview
- 3.7M+ social impressions
- 10 + articles on activation, including WWD
Let's build
If you’re thinking about how your brand shows up in the world, we’d love to hear from you.