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Milan was the protagonist of the campaign dedicated to the Laps Collection by Italia Independent, the first eyewear collection of the brand entirely designed and signed by Lapo Elkann.
The roads of Milan were crossed by the special tram decorated by the IGPDecaux Creative Solutions, realized thanks to the collaboration with ATM.
During the journey, the hostesses on the tram caught the attention of the passers-by, inviting them to get on board and try personally the new Laps Collection by Italia Independent.
Inside, the tram was completely branded with exhibitors and mirrors to display the collection. The interior decoration made the tram itself a real shop on board, where consumers could wear, try and buy glasses.
The campaign, brought to the center of Milan by IGPDecaux Creative Solutions, began on the 25th of June and continued till the 1st of July with the aim of getting the innovative Italia Independent Collection designed by Lapo Elkann out to the public.