Accompany the launch of the fragrance “Le Sel d’Issey”, by the Japanese maison Issey Miyake , offering a calendar of activities designed to stimulate both brand and product awareness, while encouraging drive-to-store.
Draw men closer to the distinctive visual and olfactory universe of the new fragrance through an activation plan, starting with the launch and a series of parallel initiatives. The plan kicked off by installing a pop-up in Piazza Cordusio during Milan Fashion Week, inspired by Yayoi Kusama’s famous Infinity Mirror. The temporary store featured a composition of mirrors on the inner walls, creating a striking interplay of infinite reflections. The scheduled activities included in-store events with DJs and entertainment in selected perfumeries located in Milan, Rome, Bologna and Bari, supported by a local street marketing campaign.