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The historic boutique of artisan watchmakers Pisa Orologeria chose IGPDecaux and a highly impactful Out of Home campaign to make known its brand and the new Flagship Store located in the heart of Milan.
The Drive to Store campaign realized by IGPDecaux at the underground station of Montenapoleone will be on air from the 1st of October to the 6th of January 2020: the Station Domination consists of several graphics focused on the theme "Time Is ...” and designed by the English illustrator Thomas Danthony.
The luxury jewels and the watches are the subjects of the various artist works, shown in the foreground or worn by the elegant figures which compose the illustrations giving a romantic and mysterious charm. Thanks to the QR code added to the visual, all the citizens and tourists could be directly guided to the shop by following the map appearing at the moment of framing.
The campaign has been realized for welcoming the audience to the milanese fashion scenery and the new Store located in the via Verri, already known as the Via del Tempo. Time is therefore an integral part of the outdoor advertising project, covering both a physical and a symbolic interpretation.
The twentieth-century palace which hosts the new Flagship Store catches the attention of passers-by from the Via Montenapoleone, also because of the magnificence of its facade: the choice of the homonymous underground station for the outdoor campaign guarantees the achivement of the audience, ensuring proximity and interaction.