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Milano Fashion

For my final project, which is a pop-up store at the Central Station, the starting point was the sustainability of the chosen brand, Marine Serre, combined it with the concept of travelling that the train station evokes. The pop-up is based on the idea of a "mystery book": visitors will receive a book without knowing what it is, as it will be wrapped in branded paper. All books are second-hand or saved from the pulping. The brand’s logo is displayed everywhere in the store, aiming to enhance brand awareness, alongside campaign photos on the paper wrapping the books and mirrors that allows to virtually wear clothes. Books have an important universal meaning and are therefore suitable for various kind of targets. The pop-up respects the limitations imposed by Covid-19 and can be virtually visited through the website which also offers various activities to involve those who cannot visit the place.