One of our sweetest memories from Fashion Week: the AI Scream activation took over our flagship store in Via della Spiga 33. 100% AI-generated, from concept to visuals, the project brought together our obsession with digital creativity and experiential fashion.

Visitors were served artisanal gelato in custom-designed cups with hidden NFC chips. Some held a surprise: instant-win prizes revealed only to the lucky few with the “winning” chip.

Among the crowd: stylists, trendsetters, and creators like Asia Busciantella, Chadia Rodriguez, and many others—each one sharing the moment, and the flavor, with their own twist.