MSFTSrep SS22 - MASSIMO BONINI SHOWROOM

January 2022

Location: Massimo Bonini Showroom – Palazzo Borromeo D’Adda - Milan, Italy
Art Direction: Omar Pallante
Project Development: ARTE VETRINA PROJECT
Production: Forpress
Foto: Dario Alejandro Barletta


Jaden Smith launches the new MSFTSrep SS22 "Trippy Summer" collection which is inspired by the hippie movement of the 1960s.
The "Trippy Summer" collection is made up of t-shirts, jackets, pants and accessories that recall both the brand logo and geometric shapes and golden features, together with the payoffs that represent Jaden Smith's ethical / environmental purpose.
Our team, in collaboration with the MSFTSrep creative office in Los Angeles, created a totally Outdoor installation, which remained "on air" for 30 days, to celebrate the launch of this innovative collection and welcome guests to present the collection. during sales meetings.
The installation, which is accessed from a tunnel that shows both the shots of the collection and advertising images, accompanies customers by transporting them through a floral and hippie atmosphere, transmitting Jaden's initial idea, that is, an atmosphere of peace, love and personal expression, typical traits of the Hippie movement.
In the center of the area, a giant mushroom acts as racks for the product, showing off the iconic pieces of the collection.
The installation is part of Massimo Bonini's splendid showroom in via Manzoni in Milan, inside the suggestive Borromeo d’Adda building