MCM and Pet Therapy debuted a bold new collaboration at this year's Milan Design Week, unveiling pet-friendly products and an immersive installation that reimagined home design through the lens of play, companionship and creativity.
Founded within Milan design firm Atelier Biagetti and co-created with 11-year-old Altea Biagetti, Pet Therapy is a visionary design brand that transforms everyday spaces into imaginative, interactive environments.
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| MCM x Pet Therapy installation at Giardino delle Arti in Milan |
“Their philosophy of merging function with emotion aligns seamlessly with MCM’s pioneering approach to innovation, where design transcends aesthetics to create experiences that evoke joy, nostalgia and connection. Together, this MCM x Pet Therapy collection redefines modern living into one where pets are not just welcome, but essential to the home,” said MCM.
From April 8 to 12, visitors and their pets were invited to explore the MCM x Pet Therapy installation at Giardino delle Arti in Milan, open daily from 10am to 6pm.
The space was transformed into a surreal playground where poufs shaped like cats and dogs invited interaction, and playful furniture blurred the boundaries between function and fantasy. Set against a backdrop of glowing palm tree lights and vibrant textures, the installation brought to life the idea of a "home without limits", designed for both humans and their furry companions.
The event launched with an intimate breakfast for the press, followed by a lively high tea for creatives, designers, creators and MCM friends. Guests wandered through the whimsical landscape, discovering oversized cat sculptures, soft poufs, miniature wooden houses and a pet bar. They also received complimentary treats for both themselves and their pets.
The night began with a cocktail party hosting more than 700 guests. “The atmosphere buzzed with conversation, music and a shared appreciation for design that sparks joy, connection and a sense of wonder,” enthused MCM.
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| A dog sits on an MCM x Pet Therapy pouf |
During the installation, visitors were invited to experience daily activation events such as pet Pilates, dog training sessions, pet portraits and much more.
During Design Week, limited quantities of the exclusive poufs were available for purchase at the event and made-to-order online. All pieces in the collection were designed by Altea Biagetti with Atelier Biagetti.
Additionally, visitors could explore and shop MCM best-sellers in Cognac Visetos and the newly launched fragrance collection.
For the event, MCM also created the MCM x Pet Therapy online game, where players could virtually explore the Giardino delle Arti and win a chance to receive a special MCM prize.
