"The New Glam" is the new campaign for the Liu Jo Spring/Summer 2024 collection which tells a new vision of the brand, a true declaration of style that promotes “care” not only for themselves, but also for others and for our planet.
"The New Glam", is a “hug” to the contemporary world, full of contrasts and contradictions and, for this reason, considered unique, where everyone feels at ease, free from mere appearance or from rigid conventions, and ready to embrace life with boldness and enthusiasm, supporting uniqueness and diversity in a kind of claim to authenticity. These are the assumptions that guided IGPDecaux Brand Solutions in interpreting and representing Liu Jo’s new vision.
This distinctive communication project captured the attention of passers-by and tourists from Milan with the customization of the access arch to the Cordusio metro station with wisteria details and an explosion of flowers. In addition, a domination station was built to lead commuters from the pavement of the square to the subway tracks and, finally, the decoration of the multifunctional structure of ATM by using images of the Italian brand new collection.
This multi-asset proposal best expressed the campaign concept, thus telling its evolutionary journey, aimed to establish a strong connection between individuality and fashion, engaging a huge audience at one of Milan's most iconic bus stops.
Strada 3, Palazzo B10
20057 - Assago - MI
Tel: 02/654651
Fax: 02/6599037
