Odeon

We chose an unconventional marketing activity to launch Odeon Retail initiative – an unexpected and engaging interpretation of Milan’s symbols.

Some immersive customizations and installations were created – such as the itinerant tram and the branded bus shelter. We had two main goals: stimulate citizens’ curiosity and increase buzz and awareness around the future Odeon’s retail project.

To reach these goals amazement and engagement were essentials. This project was definitely phygital – a great mixture between physical and digital world.