Salomon Shaping New Futures
Hours before the opening ceremony of the Milan-Cortina 2026 Winter Olympics, Salomon chose Milan's Design District to unveil Shaping New Futures — an immersive experience conceived in collaboration with We Are Ona, the gastronomic studio founded by Luca Pronzato that has made sensory scale its signature.
When We Are Ona needed a local production partner to execute this vision on the ground in Milan, they came to MLM.
A space built for a brand at a crossroads
Shaping New Futures was not a product launch. It was a cultural statement — Salomon positioning itself not just as a leader in mountain sports performance, but as an active contributor to contemporary culture. The brief carried that weight in every direction: the scenography, the culinary dimension led by chef Michele De Liguoro, the network of artisans brought in to transform the venue into a living, evolving environment.
For an agency like We Are Ona — which builds large-scale ephemeral projects across Europe and internationally — the production infrastructure required to realise this kind of project in Milan is specific. It requires relationships, local knowledge, and the ability to move across disciplines without losing coherence or speed.
That's where MLM came in.
What local production means at this level
Our scope covered the full on-the-ground execution: venue coordination within the Design District, supplier management across the scenography and installation elements, logistics coordination across the artisan network, and the on-site production that kept every dimension of the experience — spatial, culinary, cultural — running in sync from setup to close.
We Are Ona's approach demands that the space becomes an integral part of the experience, not a container for it. Every surface, every material choice, every sight line contributes to the atmosphere. Our job was to ensure that the vision arrived intact — that the gap between what was designed in concept and what guests experienced on the day was as close to zero as production can make it.
Sport as cultural language
Salomon's Annecy Design Center — where designers, engineers, and athletes work together on the future of mountain sports — provided the conceptual foundation. Shaping New Futures translated that spirit into a context where gastronomy, design, and the Olympic moment converged into something singular.
Building the physical conditions for that convergence, in Milan, in February 2026, with the world watching the Alps — that was the brief.
We delivered it.
February 6, 2026 — Design District, Milan
With @we.are.ona for @salomon
Culinary Direction: Chef Michele De Liguoro
#MLM #Salomon #ShapingNewFutures #WeAreOna #LocalProduction #EventProduction #MilanCortina2026 #ExperientialDesign