Opening during Milan Design Week 2025, “5 Years, 40 Threads – Etro” celebrates four decades of Arnica, the versatile and elegant material inspired by the Paisley motif — one of the brand’s most recognisable symbols — through an immersive and interactive multisensory journey blending art, design and culture. Conceived and produced by Balich Wonder Studio, with multimedia content by KARMACHINA, the installation invites visitors into the world of Etro through engaging environments that reveal Arnica’s story.
The exhibition unfolds as a shared sensorial experience, where craftsmanship, design and brand heritage converge, highlighting the material’s aesthetic value, versatility and deep connection to Etro’s identity.