Just hours before the official opening ceremony of the Milan-Cortina 2026 Winter Olympics, Salomon unveils Shaping New Futures, an immersive experience conceived in collaboration with the gastronomic studio We Are Ona. The project lies at the crossroads of innovation, sport and culture, and offers a bold interpretation of the brand's contemporary identity.
Shaping New Futures It presents itself as an invitation to move forward, translating Salomon's overall promise into a forward-looking approach that immerses us in a unique atmosphere. Rooted in the brand's alpine heritage while projecting itself towards new horizons, the collaboration explores how sport can become a cultural language, capable of uniting disciplines, practices, and imaginations.
To bring this vision to life, Salomon partnered with We Are Ona, a studio renowned for its culinary experiences that converge gastronomy, art, and design. Founded in 2019 by Luca Pronzato, We Are Ona develops large-scale, ephemeral projects by bringing together artists, designers, and chefs for unique sensory experiences, presented both in Europe and internationally.
At the heart Shaping New FuturesThe culinary dimension plays a central role, spearheaded by chef Michele De Liguoro. Gastronomy becomes a medium in its own right, exploring themes of innovation, technique, and sharing. True to We Are Ona's approach, the chosen space is entirely organized according to a bespoke scenography and through collaborations with a network of artisans, transforming the venue into a vibrant and evolving experience.
This immersion is a natural fit within Salomon's creative DNA. At its Annecy Design Center, in the heart of the French Alps, designers, engineers, and athletes collaborate to shape the future of mountain sports and outdoor culture. With Shaping New FuturesThe brand translates this spirit into a cultural register, affirming its desire to go beyond performance to explore new territories of expression.
In keeping with the Olympic context, Shaping New Futures It stands out as both a celebration and a manifesto, positioning Salomon not only as a major player in sports innovation, but also as an active contributor to contemporary culture.
Shaping New Futures: A Salomon Experience
Design District, Milan, Italy
February 6, 2026
Salomon x We Are Ona
Culinary Direction: Chef Michele De Liguoro
