Joana Vasconcelos for Dior WINTER 2023

From the monumental forms of Valkyrie Miss Dior came a project designed to move beyond the fashion-show setting and take over the façades of Dior boutiques around the world.

FLY IN collaborated with artist Joana Vasconcelos and her atelier on the development of large-scale inflatable installations for the exteriors of Dior boutiques in Milan, Paris and New York, translating her universe of fabrics, embroidery, fringes, decorations and light into monumental structures designed to live outdoors.

The challenge was not simply to reproduce a form, but to transform a highly tactile artistic language into a new technical skin while preserving its visual richness. Fabrics and decorative patterns were reproduced through printing, while elements such as fringes, flowers, ornamental volumes and illuminated details were reinterpreted in three dimensions and integrated directly into the inflatable structures.

The result preserves the complexity and exuberance of the original artworks while using materials and construction solutions specifically developed to withstand sun, rain and prolonged outdoor exposure.

Engineering made invisible

Behind the apparent lightness of the forms lies a significant engineering component.

Each installation was developed in relation to the architecture of the building that would host it, with a different support system designed for each location. In New York, the metal structure, developed in collaboration with a local engineering firm, extended from the roof of the building; in Milan and Paris, the support systems were instead developed from the windows and façade.

In every case, the principle was the same: the engineering had to be there, but it had to remain unseen.

The metal frames were completely concealed within the inflatable volumes, transforming complex structural elements into forms that appear visually free and suspended in space.

A project built across distances

The project required close coordination between the artist, designers, engineers, the FLY IN production team, and local installation and fit-out crews.

The installations were developed and produced in Italy and subsequently installed in the different cities according to procedures specifically designed and shared with the local teams.

An international project in which art, craftsmanship, printing, lighting and engineering came together within a single structure.



Because sometimes, sculpting the air also means making invisible everything that makes it possible.

• Outdoor installations for Dior boutiques in Milan, Paris and New York
• Developed in collaboration with Joana Vasconcelos and her atelier
• Fully customised inflatable structures with printed graphics
• Three-dimensional decorative elements integrated into the inflatable structures
• Integrated lighting within fringes and sculptural volumes
• Metal structures completely concealed inside the artworks
• Anchorage systems specifically developed for each building
• Designed for prolonged outdoor exposure
• Technical coordination and installation with local teams
• Made in Italy production