Salomon 10 Corso Como
Special Setup
Display concepts for special projects made for Salomon inside the iconic Milan store 10 Corso Como.
Installations for 10 Corso Como, the Milan concept store
10 Corso Como is a Milan concept store that brings together fashion, design, art and culture in an immersive experience, where aesthetic research, careful selection and innovation define a unique identity.
The brands it selects have to mirror the cultural and aesthetic identity of 10 Corso Como, standing out for quality, research, originality and consistency of design, contributing to an exclusive offer and to a shopping experience you recognise.
Salomon Advanced concept
For the presentation of the Sportstyle Advanced collection by Salomon I developed a concept with a double reading, where the message changed depending on the point of view.
The double point of view comes from the double soul of the product it had to represent: an advanced technical shoe built to be a sportstyle sneaker.
The final installation
A project like this has to avoid making the shoes look as if they were simply sitting on retail shelves. The setup has to build a context consistent with the language of the product.
The goal is to turn the display into a form of brand communication.
XT-Whisper launch concept
The project was presented during Milan Fashion Week, to introduce a new chapter of the Salomon XT-Whisper.
The campaign revolves around the Laila, Nadia and Janna Gohar sisters, artists and designers of Egyptian origin, known for their ironic, unconventional creative approach.
Picnic in the library
The core visual of the XT-Whisper / Whisper–Sisters! launch campaign was the contrast between silence and irreverence.
The campaign set the three Gohar sisters in a New York library. Inside the store we therefore rebuilt a similar environment, with nods to both the picnic and the library.
