McDonald's creates Damien Hirst-informed ball pit for Milan design week debut
Fast-food brand McDonald's has made its Milan design week debut with an installation focused on a giant swimming-pool-like ball pit.
Named Pool: Unlock happy memories, the installation overseen by curator Nicolas Ballario was created to mark 40 years since the fast-food brand opened its first restaurant in Italy.
Set in a large industrial building as part of Tortona Rocks, the exhibition was designed to evoke childhood memories and nostalgia.
The space was arranged around a large swimming-pool-like ball pit, described by McDonald's as an "iconic symbol of childhood", which was filled with 100,000 coloured balls.
According to McDonald's, the ball pit was informed by Damien Hirst's Spot Painting, with the aim of "weaving together play, memory and critical reflection".
Positioned above the ball pit was an enlarged version of Italian artist duo Vedovamazzei's Early Work (Damien Hirst at 7 years old) painting, which forms part of a series imagining how great artists' childhood drawings would appear.
Alongside the ball pit is an exhibition dedicated to the history of the brand in Italy since it opened its first restaurant at Piazza di Spagna in Rome.
Also designed to evoke childhood memories, the exhibition contains memorabilia and materials from the brand's archive.
"What has always set us apart is our ability to be part of people's everyday lives – growing alongside entire generations and naturally becoming part of collective culture," said McDonald's Italy managing director Giorgia Favaro.
"Visitors to our Pool exhibition during Milan design week will be able to experience this story first hand: move through it, recognise it, and reconnect with their own memories."
The ball pit is one of several childhood-evoking installations at this year's Milan design week.
Designer Laila Gohar created a carousel with oversized fruit and vegetables in place of traditional horses, while architect Lina Ghotmeh created a bright pink maze for the design week.
Dezeen has rounded up the eight must-see installations at Milan design week, including a two-storey Eames house and multiple inflatable installations.
The photography is courtesy of McDonald's.
Pool: Unlock happy memories will until 26 April 2026 at Via Tortona 58, Milan. See Dezeen Events Guide for more architecture and design events around the world.
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