The strategy

For this important initiative, Mosaico Studio took care of the details of the project identity, its visual communication and the interior design of the store to recreate the atmosphere and warmth of a real home, in which the Amazon brand welcomes its Italian customers. A 500 square metre exhibition space in the heart of Milan where there was also a focus on the technological and experiential aspect. A cast of actors told ‘product stories’ involving the public in theatrical performances inspired by scenes from everyday life.
To enrich the Loft for Xmas experience and make it memorable, tailor-made events were organised, from concerts to cooking shows, from readings to gatherings on the subject of beauty and cosmetics, to charity initiatives.