StudioAira
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Creative Productions Studio
“Do you think that’s air you’re breathing now?”
(Morpheus)
StudioAIRA is movement, perception, technology. Reality and imagination are two sides of the same element: colors turn into objects, things change appearance, geometry breaks out in the space and solids become fluid. The StudioAIRA creations are multisensorial landscapes that combine video, graphics, light, so
Following up on our Milan Fashion Week installation for , this shared edit captures the piece as a single, continuous experience.
An immersive journey through Pucci’s iconic patterns, where generative visuals and sound design merge into a living environment.
Light, rhythm and texture move together, transforming the space into an ever-evolving sensory landscape—half architectural, half psychedelic.
A moment where image and sound dissolve into one flow, inviting guests to step inside the collection and experience it from within.
CGI
Sound design
Direction / Production
In 1999, a PlayStation ad directed by Chris Cunningham left a deep mark on us.
Not just an advert, but a statement.
Those years were decisive for studioAira, shaping an approach to visual communication without rails — between advertising, A/V works and experimentation.
The industrial aesthetic, dream logic, and the influence of artists like Autechre and Aphex Twin remain a north star for us.
Today, in 2026, technology finally allowed us to realize a remix idea we’ve been carrying for over twenty years.
Not as nostalgia, but as a reminder of why we do what we do.
To look toward distant horizons, without fear.
It’s called studioAira.
For Milan Fashion Week FW25, we created an immersive installation for Pucci inside the courtyard of Palazzo Clerici.
A custom-built box, wrapped in LED walls and mirrored surfaces, became a reflective chamber where light, pattern and movement continuously reshaped the space.
We reinterpreted three iconic textures from the new Passe-partout collection by , transforming them into generative visual worlds.
The experience unfolded as a psychedelic, optical journey through 's signature motifs—an ever-shifting environment where guests could step inside the brand’s aesthetic and watch it come alive.
Direction/Production
Sound design
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Via Conte Di Carmagnola 14
Rome
00176
