The company is taking an omnichannel approach linking the metaverse experience with physical purchases in its stores.
The Italian company is taking part in Milan Fashion Week, kicking off Tuesday, to unveil its digitalThe brand’s Milan flagship on Corso Vittorio Emanuele II will be transformed into a mixed-media experience, teasing the look and feel of the store in the. The shop has been covered in pink paint — a nod to the brand’s colorful aesthetics and to the immersive experience the digital shop is expected to offer. The new store set-up will remain for four weeks.
“We wanted to take the immersive experience upside down, reproducing in physical retail the same emotional ecosystem that the virtual store in the metaverse will have,” said Massimo Renon, chief executive officer of Group. “Anyone stepping into our Milan store in the next few weeks will take a deep dive into a mix of physical reality and digital connection, against a backdrop of creativity, colors and sounds,” he added.
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