MCM Worldwide Brand
MCM And Pet Therapy Debut A Bold New Collaboration
Luxferity, 08.04.2025
MCM X Pet Therapy
For Salone del Mobile 2025, MCM and Pet Therapy, designed by Altea Biagetti with Atelier Biagetti, debut a bold new collaboration centered around a collection of sculptural, pet-friendly poufs shaped like cats and dogs. Crafted in MCM Visetos and durable outdoor fabric, these whimsical yet functional pieces are designed for both humans and their furry companions, redefining the intersection of luxury, design, and play. To celebrate the collection, an immersive installation at the enchanting Giardino delle Arti in Milan will showcase these unique creations, transforming the space into a playful dialogue of furniture, art, and joyful companionship.
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According to Alberto Biagetti and Laura Baldassari, "With [Pet Therapy], we worked together with our 11-year-old daughter Altea, letting her express her vision as a child, freely imagining a world full of possibilities, without boundaries, where magic and wonder are everywhere. Together, we envisioned objects that are not about sophistication, but about simplicity and immediate recognition — pieces that help each of us reconnect with that innate sense of wonder children naturally hold. We dream[ed] of a home without limits, where design becomes a way to share tenderness, imagination and a deep connection with nature, animals and one another. Pet Therapy is designed by a family and dedicated to all kinds of families living on this planet.”
Harry Aviator Polarized Sunglasses (Silver / Blue)
In alignment with this vision, the MCM x Pet Therapy collection celebrates joy, inclusivity, and craftsmanship, brought to life through playful cartoon-inspired details and illustrated pet characters. The collaboration pushes the boundaries of modern luxury, merging MCM’s bold, innovative vision with Pet Therapy’s whimsical and emotive universe to redefine modern home design with a touch of magic. As MCM’s Chief Visionary Officer (CVO), Sung-Joo Kim, explains, “At MCM, design goes beyond aesthetics—it’s about creating experiences that bring happiness and emotional connection.”
Plissé - Rose
THE GIARDINO DELLE ARTI, MILAN
With the MCM x Pet Therapy installation, the Giardino delle Arti transforms into an open-air dreamscape, where nature and design coexist in harmony. Surreal palm tree lights, vibrant textures, and miniature wooden houses help the space embody Pet Therapy’s vision of a home where play is not just encouraged, but essential. Each day, the installation will provide unique experiences to visitors thanks to changing activation events such as Pet Pilates, dog training, pet portraits and the testing of our newly-launched, pet-inspired fragrance collection. This MCM Collection features a wondrous cast of characters, with each scent arriving in a bottle topped with a charming creature inspired by MCM’s leather animals.
Harry Aviator Sunglasses (Black Matt / Brown)
FOR ALL: ADULTS, LITTLE ONES & FURRY FRIENDS
Thoughtfully crafted to offer a sensory experience for both humans and their beloved furry companions, each piece in the collection stimulates emotion, nostalgia, and connections. The fusion of play and cutting-edge design reflects both MCM’s pioneering spirit and Pet Therapy’s signature dreamy approach.
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KEY PIECES INCLUDE:
- Pet-Friendly Poufs – Inspired by childhood joy and the comforting presence of pets, these indoor-outdoor pieces redefine inclusive seating. Crafted from upcycled MCM materials, their organic forms seamlessly blend into any environment.
- Functional Sculptures & Giant Cats – Playful, oversized cat sculptures from Pet Therapy’s collection serve as decorative objects and interactive elements designed to spark curiosity and invite moments of play and relaxation.
The displayed pet-friendly poufs will also be available for purchase in five sizes and various color combinations.
m-40 Woodpecker Green On Horizon Strap
MCM: REDEFINING THE FUTURE OF LUXURY & DESIGN
With a deep connection to music, art, and travel, MCM caters to a nomadic, global-minded generation that values both function and aesthetics. This collaboration with Pet Therapy extends MCM’s vision beyond fashion, into the realm of experiential design, reaffirming its commitment to bold storytelling, sustainability, and a seamless dialogue between past, present, and future. The installation is open to the public and can be visited daily from 10:00 – 18:00 at the Giardino. You can sign up at entry or visit www.mcmworldwide.com prior for a skip-the-line ticket into the space.
Giardino Delle Arti, Via Palestro 8
7th April Opening and Press Preview
8th – 13th April 2025 10.00 - 18.00: Open to the Public
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