If there is something iconic about the city of Milano, it is the newsstands. In a way, they have become almost cultural heritage sites of Italy’s fashion capital; brands have known their potential as real gems to exploit for their branding strategies. And precisely in times of commercial bustle, be it fashion weeks, Valentine’s Day or the Salone del Mobile, almost all of those in the city, or new ones that are built for the occasion, become the perfect tools for brand marketing activations.
These actions not only keep alive the spirit of buying printed press but also create a direct link with consumers, establishing with them a new way of approaching luxury. In the end, it is a more personal and direct impact with profiles that at first, for economic reasons, would not venture to buy in any of these brands.
This Fashion Week, Fendi took over some bookstores and kiosks in Milan to celebrate its 100th anniversary. At these locations, they are distributing two special edition books: “FENDI Baguette ‘hand in hand’” and “FENDI Peekaboo-k”, which tell the stories behind their iconic bags.
This Valentine’s Day, GCDS set up a flower kiosk to celebrate love with all Milanese.
The Attico was on Valentine’s Day last year when it decided to set up its own kiosk as part of its “The Apple of My Eye” campaign.
At the Milan fashion weeks of 2023 & 2024, Loro Piana transformed several kiosks in Milan into ephemeral boutiques, offering accessories and special editions that brought its proposal closer to the street without losing its halo of exclusivity.
And DKNY also landed from New York in Milan’s Piazza San Babila with a very bandied press kiosk. Many influencers stopped by to interact with the brand.
From October 14-16, 2023, as part of its Fall/Winter 2023 “In Conversation with a Flower” campaign, Prada transformed flower kiosks in Milan, Paris, London and New York, offering passersby limited edition packs containing marigold, daisy and sunflower seeds, along with the catalog of its new collection and exclusive access to filters on TikTok, Snapchat and WeChat. This initiative combined the physical and digital experience, highlighting the brand’s ‘phygital’ philosophy. The activation included the participation of actress Hunter Schafer and renowned influencers such as Chiara Ferragni.
Louis Vuitton, at men’s fashion week in January 2023, also brought to Milan a set of installations inspired by the collaboration with Yayoi Kusama.
And also, at the Salone del Mobile of the same year, the maison opened another kiosk housing the complete collection of the renowned travel book, Fashion Eye and City Guide, as part of its Louis Vuitton Objets Nomades initiative.
Similarly, at Milano Design Week 2021, Valentino took to the kiosks of Milan to offer an exclusive preview of the new V Logo Signature book. On Via dei Giardini, Valentino gives a theatrical boost to its Zendaya campaign.
The Milano newsstands intervention is another example of how luxury reinvents itself to find new ways to reach people.
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