ARMANI | IGPDecaux

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For the launch of the new fragrance Sì, Giorgio Armani wraps a station domination in red in the Duomo metro station in Milan

IGPDecaux

Giorgio Armani, in collaboration with IGPDecaux and Wavemaker, brought to life an extraordinary advertising campaign for the launch of the new fragrance Sì.

The campaign was deployed through a massive "station domination" at the Duomo metro station in Milan, which was transformed into a vibrant red theater, enveloping the station from the platform level to the mezzanine. The M1-M3 passage, enhanced by large digital screens, reinforced the immersive atmosphere, perfectly reflecting the bold and passionate identity of the new fragrance Sì.

To enrich the campaign further, other advertising displays were involved: two branded shelters, fully decorated and strategically placed to maximize impact and let passersby live an immersive journey. Additionally, a mini circuit of Milan metro and a series of traditional shelters amplified the brand's presence throughout the city, further strengthening the campaign's message.

The campaign's star was Sadie Sink, a young and talented actress who embodied the strength and femininity of the new fragrance.

IGPDecaux

The Armani Sì campaign, planned in collaboration with IGPDecaux's Brand Solutions, was a unique visual and sensory experience which took people to discover the fragrance in a setting that enhanced its personality, making them live an unforgettable experience through the sensuality and elegance of the new fragrance. An out-of-home campaign which went beyond the advertising’s aspect, becoming a true encounter between brand and consumer, where the beauty and boldness of Armani Sì were reflected in every detail.

IGPDecaux

Which systems are involved?

pensilina - en

metropolitana - en

Underground Vision Network

pensilina - en

Bus Shelters + Mupi

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