Esselunga | Casa Esselunga

For the Milano Cortina 2026 Winter Olympic and Paralympic Games, Casa Esselunga comes to life in the heart of the Castello Sforzesco.
A two-floor installation that translates the values of sport – commitment, passion, excellence, belonging – into an experience open to the public.

Created by Balich Wonder Studio and GiòForma, the project unfolds as a multi-dimensional narrative journey: from the Grande Salita to the Grande Discesa, from the Circuito Meraviglioso to the S come Storia timeline.

Our contribution had one clear goal: to transform the spaces into a cohesive audiovisual narrative, capable of amplifying the scenographic concept and guiding audiences toward a memorable experience.

Project Direction e Executive Production: Balich Wonder Studio
Creative Direction: GiòForma e Andrea Celi
Content Design: GiòForma e Mauro Belloni
Photo Courtesy: Saï – Stéphane Aït Ouarab

The Precamera is the first immersive space of the journey.
We created the opening video: not an institutional film, but a visual statement of intent.

Rhythm, sound and imagery build a narrative tension that turns the viewer into a protagonist before the journey has even begun.

Through an essential and direct cinematic language, the narrative bridges the world of athletic performance and the rhythms of everyday life, sporting ambition and personal drive. Details and sweeping visions alternate in an emotional crescendo that prepares visitors for entry into the heart of the installation.

The Circuito Meraviglioso is a kinetic machine, a symbol of the continuous pursuit of excellence.
For this space we developed a synchronised content system across two layers:

• 4 holofans with holographic projections
• 4 monitors with typographic animations

Winter sports disciplines emerge among the circuit’s rails as dynamic, suspended presences. The three-dimensional movement of the holofans transforms the space into visible energy, perpetually in motion.
Alongside this, on the monitors we crafted a typographic narrative in movement: words such as innovation, belonging, integrity and passion become visual matter.
The result is a continuous dialogue between physical structure and digital content, where every element contributes to portraying excellence not as a finish line, but as a living process.

The transition to the lower floor takes place through the Tunnel del Tifo. The effect evokes the crowd welcoming an athlete across the finish line: a moment of direct engagement that reverses the role of the spectator.

The journey culminates in the “S come Storia” timeline, developed through a wall projection system. The narrative draws a parallel between the most iconic moments of Italian sport at the Olympics and the defining milestones of Esselunga’s history.

The wall becomes a dynamic flow of images, data and living content, creating visual connections across eras, achievements and people. Not a static timeline, but a narrative in motion that interweaves collective memory and brand identity.