Area CG

ERMENEGILDO ZEGNA
AND MASERATI,
THE MADE IN ITALY
PRESENTS ITS EXCLUSIVE
SPACE IN MEXICO

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ERMENEGILDO ZEGNA AND MASERATI, THE MADE IN ITALY PRESENTS ITS EXCLUSIVE SPACE IN MEXICO


In 2017 the Ermenegildo Zegna and Maserati capsule collection arrived in Mexico through a Pop Up Exhibition in which the spring summer 2018 collection of the joint collaboration was presented. Inside one of the most important stores in Mexico City, El Palacio de Hierro Polanco, a space was designed inspired by both brands, whose objective was to reinforce the Made in Italy. Area developed a communication strategy thanks to which the most important editors of the industry in the country were invited to attend one-to-one interviews with the brand’s spokespersons. In addition, the opening event of the space was attended by influencers, stylists and some of the most important celebrities of 2018, such as the players of the Mexican national soccer team.
During the first day of opening, we organized appointments to make walkthroughs and present the collection individually to KOL, offering a unique schedule in which they could experience the exclusivity of the space and the importance of the pieces presented. With 90 attendees, we offered an opening cocktail attended by brand spokespersons, VIP clients and influencers. In addition, through a successful communication strategy, we unveiled the collection in September, keeping the theme alive for more than three months.
With the opening of this space and the cocktail offered inside, we were able to promote and communicate such an important collection, in addition to encouraging the recruitment of new clients and reinforcing the loyalty of existing ones. During the two weeks of the collection’s presentation, we were able to significantly increase traffic to the points of sale.

RESULTS


59 clippings
18,75 editorial space
$3.411.736,00 MXN editorial value

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