Fluorescent frogs in the weight room, oversized snails by the pool, and extra-large bears and bunnies welcoming members at the reception desk: more than 90 animals will take over Virgin Active Clubs in Milan during Milan Design Week. This “silent invasion” — vibrant, pop-inspired, and colorful — is brought to life by Cracking Art, an international art collective and pioneer in the use of regenerated plastic as a language of disruption and renewal.
The initiative involves three Virgin Active Clubs in Milan — Milano Cavour, Milano Piazzale Lodi, and Milano Bocconi — transforming them into dynamic exhibition spaces, open to interaction, imagination, and movement.
The project stems from a deep connection: both Virgin Active and Cracking Art speak to active communities, bound by physical, cultural, and social movement. While Virgin Active has always promoted an active and inclusive lifestyle, Cracking Art has embraced movement as an artistic philosophy: their works are made to be touched, moved, and experienced. The audience is not just a spectator, but part of the artwork itself. Art becomes an experience — just like the workouts offered by Virgin Active.
The artworks on display — including cats, dogs, bears, rabbits, snails, penguins, meerkats, and frogs — are made from regenerated plastic using an innovative industrial process that minimizes waste and environmental impact. The bright colors and oversized forms, hallmarks of Cracking Art’s style, blend with the contemporary architecture of the Clubs, creating a visual dialogue between design, wellness, and sustainability. Each installation sends a clear message: to create visual impact in order to spark reflection, engagement, and awareness.
