PROJECTS

#MICKEY90 @ LA RINASCENTE RETAIL ACTIVATION

STARTING POINT

To celebrate Mickey’s 90th birthday, The Walt Disney Company planned a wide variety of global events. In Italy, known as the cradle of culture and fashion, various prestigious fashion houses paid homage to “Mickey The True Original” by creating ad hoc capsule collections.

BUSINESS CHALLENGE

Communicate and integrate, in a unique inclusive project, the iconic codes of Mickey Mouse and the exclusive partnership with some of the coolest names in the fashion industry.

ACTION

The most popular Disney character, Mickey Mouse, landed at the historical multi-brand retailer, La Rinascente, at the heart of the Milan fashion district. La Rinascente created two “Mickey90” celebratory windows featuring the garments and accessories designed by the selected brands. Inside the store, the Mickey Mouse themed capsules (by American Tourister, Asics, GCDS, Iceberg, Kappa, Lacoste, Levi’s, Marcelo Burlon, Monnalisa, Master of Arts, Samsonite, Superga, and Vans) were displayed at dedicated pop-up corners throughout the space.  

The highlight of the Mickey90 calendar took place the weekend of November 17th and 18th when special videos were displayed, illuminating the impressive façade of Rinascente. The videos traced the most significant stages in Mickey Mouse’s history, from the first appearance in “Steam Boat” to the unforgettable moments that have marked his history over the past 90 years.

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