Launch the new collection of #furlasneakers that premiered during Milan Fashion Week 2019, using an activation that transmitted the brand’s heritage and innovative edge.
Design a pop-up store in Piazza XXV Aprile to express the collection’s mood and identity in clear and captivating manner. The space blended vintage elements and new technology: skateboards, LED writing, neon installations, holographic fans and an interactive carpet. The activation was animated by the performance of several illustrators, who provided customized shoes, and a bike-shuttle service that conveniently connected the pop-up with the retail store in Piazza Duomo. The launch was also supported with an OOH campaign distributed through both traditional and unconventional media: anamorphic graffiti, wild posting, and space on the Clear Channel circuit.