Balich Wonder Studio is an international live entertainment and event production group — from Olympic ceremonies to brand shows — specializing in immersive experiences, large-scale spectacles, and high-impact creative projects. It is from this privileged vantage point that the talk “From Milano–Cortina Opening Ceremony to Big-Scale Fashion Events: the Emotional Power of Immersivity” was born, delivered on November 27 by Giulia Ferrari, the Group’s Head of Corporate Strategy & Innovation.

The event brought together more than 70 students from the Visual Communication Design area and Foundation courses, guiding them through how experiential design is becoming a living language—capable of reacting, learning, and engaging in dialogue with its audience.

Emotion as a Design Technology

Through case studies and behind-the-scenes insights, Ferrari illustrated how Balich Wonder Studio operates at the intersection of creativity and technology, designing environments that activate in response to human presence. This approach transforms installations from decorative elements into true interactive organisms.

Key themes included:

• AI applied to performance, enabling environments that learn and adapt.

• Robotics and kinetic systems, giving spaces a choreographic, lifelike behavior.

• Multisensory storytelling, where light, sound, and movement become narrative tools.

• Emotion-centered design, treated as a structural component of the experience.

Immersivity becomes a medium for creating worlds that are not merely observed but lived.

Strategy, Innovation, and Imagination: Behind the Scenes of Large-Scale Events

Ferrari also delved into the strategic dimension of experiential design: from the processes behind major event creation to the challenges of continuous innovation in a sector where technology and audience expectations evolve at high speed.

Her international career — from Confindustria to MTV Italia, from Brazil with the Calzedonia Group to her contribution to the Rio 2016 Olympic Ceremonies — offered students an authentic glimpse into the hybrid skill set required to operate in global entertainment today.

Her storytelling provided a rare opportunity to understand how creative vision and strategic planning merge to shape emotionally powerful experiences.

An Invitation to Rethink Design as a Living Ecosystem

The talk sparked a dynamic discussion about designing experiences for increasingly participatory and digitally connected audiences. The idea of a space that can “sense” and respond deeply resonated with Visual Communication Design students, inspiring them to imagine new forms of interaction between people and environment.

More than a lecture, the event became an invitation to explore — a call to conceive design as a living, narrative, technological, and emotional ecosystem.

About Giulia Ferrari

Giulia Ferrari is the Head of Corporate Strategy & Innovation at Balich Wonder Studio. She oversees the Group’s strategic planning, development projects, and innovation roadmap. A graduate in International Management with an Erasmus experience in Maastricht, she has worked with Confindustria, Viacom (MTV Italia), and the Calzedonia Group in Brazil, before joining the team behind the Rio 2016 Olympic Ceremonies and contributing to the Studio’s international expansion.

Her perspective blends analytical thinking, creativity, and a deep sensitivity to the emotional impact of live experiences.