Type of industry
Design with meaning
Services offered
Brand management
Strategy and design
Communication campaign visual
Vitrinism
Infographic design
Launch strategy
Location
Milano, Italy
Date
2018
When I had the privilege of working at the famous design and advertising agency J. Walter Thompson Milan (now Wunderman Thompson), I was part of a team of creatives who together developed incredible projects, for example, the case study for La Rinascente, several years ago. years ago.
The challenge
La Rinascente is a collection of high-end stores with Italian and international brands in fashion, accessories, beauty, homeware, design and food. It operates eleven stores in Italy, including its headquarters in Milan and two flagship stores in Rome. It is a brand that represents Italy and is recognized worldwide. The brand turns to JWT to develop the launch of a new communication strategy and campaign, as well as support in the visual reorganization of concepts inside the store.
The goals
ATTRACT THE GREATEST NUMBER OF PEOPLE INSIDE, Because to understand what happens inside the Rinascente, it is necessary to experience it.
The strategy
Go beyond the place of inspiration, valuing the role of La Rinascente as a reference point for the city thanks to its natural predisposition to entertain.
Going from being a place of personal inspiration, to being a point of national and international attraction where the client comes to be inspired by its collections, events and services designed to entertain.
1.
THE DIGITAL WORLD
In a digitized world, the need for physical/sensory/real stimuli and experiences grows.
3.
EXPERIENCE HUNGRY CONSUMERS
Consumers are increasingly looking for IMMERSIVE experiences, which intervene on both a rational and emotional level.
2.
SHOP-TAINMENT
The fusion between shopping and entertainment will make it possible to capture the attention and imagination of the consumer in a more attractive way.
The result
LA RINASCENTE, ALTRI UNIVERSI
(OTHER UNIVERSES)
La Rinascente is a star system, an entire galaxy that in turn contains magnificent universes. So the entire visual campaign will revolve around the magical surrealism of traveling through intergalactic space; the diversity offered by the brand will be represented in all the worlds and universes that exist, giving the campaign a pop and modern touch.
To launch the new campaign, in the literal sense of the word, we will start from the roof of the Rinascente, launching a capsule in the direction of “other universes” that users will be able to follow minute by minute from the launch until it falls back to earth. , being a magnificent event to appreciate, drawing the attention of all the media.
The kinetic
EXPERIENCE
To bring people to the store, during Social Media Week, the La Rinascente showcase will be the stage for a technological show. Thanks to an interactive screen, passers-by will be able to bring a constellation to life: yours. The result will be a postcard to pick up at the store.
See project