The new holiday campaign transforms wellbeing into an immersive story of light, emotion and wonder, with urban experiences and a new iconic destination: QC Salsomaggiore
With the arrival of the festive season, QC presents “QC Make a Wish”, a campaign that intertwines imagination, wellbeing and poetry. At its heart lies the power of wishes — a force capable of reconnecting us with childhood, with dreams, and with an authentic sense of time. This year’s theme — Constellation, Wish, Wonder — takes shape as a fairy-tale narrative where gazing at the sky opens onto a new map of wellbeing.
From this idea comes the QC Constellation, a symbolic geography in which each star represents a destination designed to hold emotions, memories and regenerating experiences.
The destinations of the QC Constellation
From QC Milano to QC Roma, from QC Torino to QC San Pellegrino, all the way to QC Chamonix; and further, QC Dolomiti, QC Bagni Vecchi and QC Bagni Nuovi in Bormio, QC Montebianco and QC Pré Saint Didier. Each location becomes part of a unique firmament on the landscape of contemporary wellbeing.
Shining with a new light is QC Salsomaggiore, the group’s latest destination. Surrounded by Liberty-style architecture and timeless atmospheres, it embodies a wish come true — a meeting point between elegance, historical memory and contemporary vision.
QC Make a Wish: a wellbeing universe taking shape through the senses
The concept of QC Make a Wish translates into a synesthetic experience involving all the senses. Sight moves through reflections and lights inspired by a starry sky. Hearing follows the rhythm of water and silence. Touch finds harmony in enveloping warmth. Natural essences evoke landscapes and emotional memories. Everything flows into a pathway of quiet, dreams and awareness.
A wish thus becomes a concrete, tangible space, lived through both body and soul.
QC Tram Experience: the Tram of Wishes in Milan
From 9 to 15 December 2025, Milan hosts the QC Tram Experience, one of the signature events of QC Make a Wish.
A historic tram transforms into an immersive journey of lights, music, scents and Christmas atmospheres. Each 30-minute ride welcomes a small group of 23 guests, offering moments of interaction, a dedicated photo stand and activities inspired by the magic of wishes.
Exclusive prizes, QC-branded tote bags and the chance to win entries to QC Salsomaggiore make the experience even more memorable.
The QC Newsstands: when wishes meet the city
With QC Make a Wish, two historic newsstands are transformed into experiential spaces dedicated to wonder:
Rome – QC Prati Newsstand, Piazza Americo Capponi, 24–30 November 2025
Milan – QC Brera Newsstand, Corso Garibaldi 83, 27 November – 7 December 2025
Here, the gesture of giving becomes a ritual: capsule machines, prizes, tote bags, QC Passes and exclusive products. An interactive journey where play, reflection and discovery come together to shape a unique urban experience.
