A fashion week launch that's outside of the box
and on the streets
A big event during the SS20 fashion week to launch the new brand identity of M Missoni and its first collection under Margherita Maccapani Missoni's creative direction.
And Margherita wanted an idea that was “outside of the box” for the occasion. She thought about using an old tram, an important symbol of Milan, as a location. A tram that goes around the city with the invitees inside seeing the collection. New people getting on at each stop, wearing the pieces created by her. After developing the new identity for the brand, its was natural that Frank Studio should also be involved in this adventure.
CLIENT: M Missoni
OUTPUT: Collection launch installation
CREATIVE FIELDS: Branding, Communications
To personalize the vehicle we took inspiration from some of the graphics used on the M Missoni Manifesto that included the new color palette. The logo, of course, was presented on the design too. But not only the tram got this new look. We also did a “take over” of the stops on the route, with posters created by us that mixed vintage collaboration campaigns to give them a fresh contemporary style. The closure of a project but the beginning of a new era.
