XMAS San Babila

Amazon XMAS San Babila
is Amazon’s only pop-up store created in Italy


Amazon XMAS San Babila is the only pop-up store created in Italy for Amazon for Black Friday and Christmas.
For the second year in a row, Mosaico Studio was responsible for its design, setting up a two-level space in the heart of Milan created to welcome visitors and regular customers of the eCommerce giant from 27 November to 1 December 2019.



Mosaico Studio designed the Pop-up store’s interior and visual identity, creating a large experiential space divided into thematic areas. In order to discover the features of the products on display and have access to secret augmented reality portals, visitors were able to download a specially created app when entering the store.
Thanks to the Pop-up Store, visitors were able to touch products that would usually only be available in digital form and enjoy a rich calendar of events: a cast of actors gave life to funny characters delighting visitors with their performances and provided them with “literary pills” paying homage to Amazon’s beginnings. Meanwhile, on stage there were showcases with artists of the calibre of Emma, Tom Walker, Mika, Vegas Jones and Subsonica, interviews, cooking shows and masterclasses.
The first floor of the Pop-up Store featured a Christmas Forest and a virtual reality area where Amazon Prime customers could experience the moon landing.





The “AmazonPopUp” mobile app designed by Mosaico Studio was created to offer visitors exclusive information and experiences. Divided into four sections – “Selfie”, “AR Treasure Hunt”, “Discover Products” and “Subscribe to Prime” – it invited customers to use special QR codes that allowed them to enter an Amazon distribution centre and the settings of the “Carnival Row” series through augmented reality portals.
A VR experience space was dedicated to the anniversary of the moon landing. Amazon Prime customers were able to walk on the moon through the use of special headsets and put themselves to the test with “missions” that needed to be carried out. At the end of the experience each visitor received a clip of their experience to share on their social media.