30 of the most important names of Italian press showed up at this amazing location on Milan Navigli to see what the modern-outdoor brand has to offer for next Spring-Summer.

The installation was a path of floating pictures, guiding the visitors through a 100 years of brand-history while presenting the new collection in a strong theatrical way.

This mix of products and visuals as a path to a deeper brand-knowledge seemed to be effective, generating strong reactions on the audience; Giacomo and Federico walked the visitors through it, gave explanations, answered questions, collected bookings for stylings and editorials, and finally a typical Swedish brunch was offered by a catering service to the invited journalists, while they walk on a lawn grass breathing the fresh, minimal, refined world of the scandinavian brand and history.

Art Direction and production: Matteo Mendiola
Layout and Graphic Design: Sara de Ambrosis