This year too, McFIT is a protagonist at Milan Design Week with two highly creative installations: Building Design Ltd. alongside Seletti, and Design your Body, the mural created by the Urban Colors collective.
For Milan Design Week 2026, McFIT will be joining Seletti at the Corso Garibaldi store with the Building Design LTD. installation, an immersive experience developed in collaboration with Eternoo, Italy’s leading distributor of building materials and solutions, which transforms the store’s entrance into a vintage hardware store waiting to be explored.
From colorful tools and sexy “men at work” ready to be photographed, each element comes to life under the ironic, playful, and unconventional gaze of Seletti and McFIT.
Attention to the design of fitness centers has always been an essential prerogative for the McFIT brand, to feel good surrounded by beauty and innovation.
(Samuele Frosio, CEO RSG Group Italia)
Furthermore, on Via Canonica, near Ronin, the Urban Colors collective created the site-specific work “Design Your Body” for McFIT, inspired by everyday choices because we are, in fact, what we decide to become every day.
The mural was created with outdoor quartz paints and spray cans, using typical mural processes such as underpainting, tracing, filling in, detailing, and overlining. It will remain on display in the city for approximately a month.
Two “disruptive” installations, as is in the DNA of the McFIT brand, founded in Germany in 1997 by its visionary founder Rainer Schaller, an entrepreneur brimming with enthusiasm, cutting-edge ideas, and a desire to revolutionize the fitness industry.
Having become the #1 fitness center chain in Europe by number of members, the McFIT brand is part of the RSG Group GmbH holding company, which operates in 30 countries with approximately 900 gyms, over 4.5 million members, and 11 proprietary brands, three of which are present in Italy: McFIT, John Reed Fitness, and Gold’s Gym.
The Secret
McFIT is a brand that has always been committed to the art world, supporting all forms of free expression for cultural purposes. Among its most significant projects are the construction of a dedicated ballet gym inside Milan’s Teatro alla Scala, the first of its kind in an Italian theater.
Useful Info
Building Design Ltd
Seletti flagship store
Corso Garibaldi 117
20121 Milano
Hours: April 21, 10:00 AM – 5:00 PM; April 22–25, 10:00 AM – 8:00 PM; April 26, 10:00 AM – 2:00 PM
Free admission
Design Your Body
Via Canonica
20154 Milano
