Creating a presence in Milan’s city center during the Christmas period, with an installation capable of interpreting Boscolo’s new visual identity.
Siting an installation in Piazza Cordusio, comprising an attractive red Christmas tree over 9 meters in height, inspired by the theme of travel, along with a pop-up store dedicated to the exhibition and sale of Boscolo Gift caskets. The operation was enhanced by a set of lighting installations and a number of unusual digital media displays placed along Via Dante. During the weeks of activity, the pop-up space hosted a series of events devised to generate footfall,
from the production of personalized Christmas baubles to the creation of garlands and calligraphic greeting cards.