Starting point
For Mickey's 90th birthday, The Walt Disney Company plans a rich program of global events. In Italy, home of fashion, and famous fashion Maison, celebrates Mickey with an ad hoc capsule collection.
Business challenge
Integrate, in a single communication project, the iconic elements of Mickey Mouse with fashion industries, thanks to an exclusive partnership.
Action
The Disney icon meets the historic multi-brand of the Milan fashion, La Rinascente, which houses two themed Mickey90 showcases with clothing and accessories by famous fashion brands. Inside the store, corners dedicated to the capsule collections of: American Tourister, Asics, GCDS, Iceberg, Kappa, Lacoste, Levi's, Marcelo Burlon, Monnalisa, Master of Arts, Samsonite, Superga and Vans. The most important time of the celebrations: weekend of 17/18 November, with special video projections that retrace the most significant stages of Mickey Mouse’s history which stand out on the façade of the Rinascente.