Through the Stripes

When Juventus’s iconic black-and-white stripe stops being vertical and becomes horizontal, something fundamental shifts—not just in the aesthetic of a football shirt, but in the way a brand tells its story through space. This is the conceptual premise from which AURA FIVE, a Milan-based event design and production studio, developed the launch event for the Juventus 4th Kit, created in collaboration with Adidas and Studiosgura. The event took place at Magma, a space located in the Fondazione Prada area in Milan, chosen for its neutral industrial dimension, capable of amplifying the purity of the design gesture.

A Triple Creative Signature

Juventus, Adidas and Studiosgura came together for the new 4th kit for the 2025–26 season, unveiled on 20 February 2026.

The kit was born from a shared desire to explore what happens when tradition and vision move in the same direction: reimagining the stripes while preserving their deeper meaning.

The design reaches back to a concept from the 1996–97 season, when Juventus had experimented with a horizontal reading of its black and white — an idea that never made it onto the pitch in an official match. Nearly three decades later, that vision finally took physical form in competition: the horizontal stripes debuted on 21 February, in the Juventus–Como fixture.

This 4th kit also marks a point of maturity in a long-running collaboration. From the "Black & White" photography exhibition at Milan Fashion Week 2022 to the Zebra Club Event in 2024, the creative journey between football, fashion and visual culture has now found its most natural destination: the pitch itself.

The Concept: From Vertical to Horizontal

The creative brief AURA FIVE received was not simply to produce a launch event. It was to build an experience that could embody the kit’s concept in the language of inhabitable space.

The starting point was the stripe itself.

Traditionally vertical — a symbol of ascent, conquest, upward striving — in the new kit the stripe is reinterpreted horizontally. This 90-degree rotation becomes the entire event’s design key: a shift from the vertical tension of achievement to a more contemplative timeline, one capable of narrating history, memory and identity.

From this reflection, “Through the Stripes” is born: a physical and symbolic traversal of the stripes.

The choice of the suspended table as the central element is no coincidence: it echoes the tension of the suspension system itself, replicates the dynamic of the horizontal stripe in space, and introduces the variable of movement — the pendulum as a metaphor for time flowing along a line. In this sense, the Suspended Table is not stage dressing. It is the scenography itself.

The Heart of the Space: The Suspended Table

At the centre of the event stands the installation that defined the entire evening: the Suspended Table.

A monolithic, floating structure that became the scenic and functional centrepiece of an inaugural dinner for 120 guests, arranged around two mirrored tables, each 18.5 metres long, hanging entirely in mid-air.

The structure’s apparent paradox — declaring its own material weight while appearing perfectly balanced — is resolved through a precisely engineered system of tie rods and diagonal braces. The table is not merely furniture: it is a perceptual device staging the concepts of gravity, tension and equilibrium.

Its presence in space generates a quiet, almost charged relationship between the architecture, the object and the guests seated at it.

The detail that brings the installation truly to life lies in its movement: modelled on pendulum dynamics, the table introduces a barely perceptible vibration — a controlled tremor that transforms the structure from static object into animated presence.

Material, Structure and Light

The scenic effect is completed by a layered smoke intervention, which creates the impression of a surface suspended among clouds — an image that resonates with the horizontal abstraction of the kit and with the ambiguity between the real and the constructed.

The table’s structural core is built from wood and steel, clad in a layer of concrete and micro-cement embedded with silver crystals, for 1080 kg per slab. The result is a volume of distinctly brutalist character, paradoxically lightened by its suspension: the material’s hardness becomes charged precisely because it floats.

The lighting design is integrated directly into the suspension structure and runs through three continuous dynamic LED lines spanning 18 metres. This is not decorative lighting: it is a narrative element.

During service, the lights follow the movement of the waitstaff, modulating the rhythm of the space; during tasting moments, they stabilize, reinforcing the sensation of suspension and quiet. Light here does not merely illuminate — it conducts.

About Aura Five

AURA FIVE is an independent event design and production studio based in Milan. Their work is defined by a precise aesthetic and creative vision, and by a strong curatorial sensibility. The studio designs atmospheres and experiences for global brands and high-profile private clients, working at the intersection of ephemeral architecture, installation, spatial direction and visual storytelling.

Project Credits

Client
Juventus
Adidas
Studiosgura

Project by
AURA FIVE

Creative Direction & Concept
AURA FIVE

Production
AURA FIVE

Suspended Table Design
Marco Cisaria — Follia

Suspended Table Production
Luca Occhialini
Tommaso Melideo

Lights

Anonima Luci