At the heart of Dubai Mall, the iconic Palazzo della Civiltà Italiana, home to the Fendi Maison in Rome, changes scale, material, and function.

For this project, FLY IN designed and produced the inflatable structure, recreating the building’s unmistakable character through the rhythm of its arches, the interplay of solid and void across the façade, and the monumentality of the overall structure.

The goal, however, was not simply to reproduce its appearance, but to transform it into a fully functional exhibition space dedicated to high fashion.

A Complexity You Don’t See

The simplicity of the external structure conceals a complex internal architecture.

Inside the inflatable, aluminium truss structures are fully integrated and concealed within the volumes, creating a genuine internal framework required to ensure the stability and safety of the installation, while remaining completely invisible from the outside.

The arches incorporate rigid DIBOND® display cases, directly integrated into the inflatable structure to showcase scaled-down garments and accessories, recreating the atmosphere of a real fashion show.

Soft and rigid, volume and display case, scenography and function come together in a single architectural concept.

When an Inflatable Becomes an Exhibition Space

For FLY IN, this project represents one of its first major collaborations with the world of high fashion and luxury retail.

The inflatable is no longer simply something to look at, but becomes a space to experience and interact with: a temporary architecture designed to accommodate products, display cases, and an exhibition journey within an instantly recognisable form.

An iconic building transformed into a space for showcasing, narrating, and staging fashion.

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