Chiquita House: An Immersive Experience by Bitmama Reply for Milano Design Week 2025

The new edition combined design, technology, and creativity, all enriched by the vibrant and colourful art of Sebastian Curi.

After the success of 2024, Chiquita House returned to Fuorisalone 2025 with an even more immersive and engaging edition. The project stemmed from the global campaign "Pop by Nature," developed by Bitmama Reply to present the Chiquita banana not only as a pop icon but as a true way of life: playful, colourful, and engaging.

At the heart of the project was the strategic framework created by the agency for the brand, "It peels so good": a philosophy that celebrates the union of the sensory and emotional benefits of the product. Bringing the brand experience and multisensory interaction, the outcome was an event that transformed Chiquita's visual and narrative language into a tangible experience, making people feel part of the brand's universe.

Chiquita House was not just a simple installation but the highlight of a multichannel brand experience, built through a journey combining OOH, digital, engagement, and events. With domination at Cadorna station and other activations in the area, the campaign evolved into an experience far beyond mere brand communication.

Visitors had the chance to immerse themselves in the illustrated world of Sebastian Curi, the Argentine artist who gave the campaign its graphic form. His artworks came to life in 3D elements with which visitors interacted, adding their creative touch and sharing their experiences on social media. Innovation was at the heart of brand interaction, with Artificial Intelligence allowing participants to virtually transform into a Chiquita banana, reflecting their movements in real time through a digital twin.

Gamification and customisation elements were also present, such as the special arcade machine featuring the Sticker Generator, which allowed visitors to create and print a unique personalised sticker. The future of bananas was highlighted through a space dedicated to sustainability, showcasing the Yelloway project, particularly Yelloway One, the new banana prototype esistant to the most destructive fungal diseases affecting global production - a revolution marking a significant step toward more sustainable and resilient agriculture.

“The Chiquita House was the highest expression of a journey that went beyond communication, transforming into a concrete and engaging experience. With the ‘It peels so good’ platform, we built an event that made the essence of Chiquita tangible: a brand that makes people feel good, joyfully and authentically,” says Nicola Gotti, Chief Creative Officer and Partner at Bitmama Reply.

The Chiquita House was the final act of a campaign developed across multiple touchpoints, integrating creativity, technology, and strategy to turn every interaction into a memorable moment. Fuorisalone 2025 thus became the perfect opportunity to experience firsthand the energy, colour, and creativity that make the Chiquita banana a timeless pop icon.