5 YEARS, 40 THREADS – Etro
A celebration of 40 years of the iconic Arnica
The project, curated by Claudio Sbragion, Creative Director at Balich Wonder Studio, invites visitors to experience a multisensory journey that combines art, design, and culture.
Each element of the exhibition is designed to immerse the audience in Etro’s world, offering an interactive and engaging installation that showcases the history of Arnica, a versatile and elegant material inspired by the Paisley pattern, one of the brand’s most recognizable symbols.
From the weaving of the cotton fabric to the fitting of the back panel based on the desired final product, visitors discover each step of the process behind this evocative material.
Creative concept and executive production by Balich Wonder Studio, multimedia content production by Karmachina.
WHAT
Multisensory exhibition
WHEN
April 2025
WHERE
Milan
FOR WHOM
Balich Wonder Studio
WHAT WE DID
Multimedia content production
WITH WHOM
Rino Stefano Tagliafierro- Art director
Luca Grazioli, Mauro Macella- Video post-production
Painè Cuadrelli- Music & Sound design
Valentina Porcelli- Production assistant