Vero pop-up store at Rinascente
Photo by Luca CaizziThis fall, the design brand expands into the Direct-to-Consumer sector and collaborates with the well- known department store chain with a temporary shop at its Milan location.
Vero is pleased to announce the opening of its first pop-up shop in Rinascente from Nov. 8 to Dec. 4, 2023. Located on the basement floor between the Vitra and Rimowa stands, the temporary shop features some of the most iconic pieces from the brand.
Embracing the festive spirit of the Holiday Season, Vero’s creative directors, Simona Flacco and Riccardo Crenna, have meticulously curated a selection of pieces that embody the essence of bright, colorful, and enduring gift ideas for our loved ones. This launch not only unveils these thoughtful selections but also introduces a brand-new product packaging. Crafted in harmony with Vero's contemporary and responsible aesthetic, the packaging bears the distinctive touch of Studio Temp's graphic designers. Each box is meticulously designed from scratch, ensuring optimal efficiency in every shipment. Notably, the packaging is predominantly composed of cardboard, a conscious choice aimed at significantly reducing the reliance on plastic materials.
“We are thrilled to announce our partnership with Rinascente. This collaboration with the esteemed department store chain is set to enhance Vero's presence, positioning our youthful brand amidst a retail landscape dominated by established and prestigious realities.” Says Vero founder Pasquale Apollonio
Securing a temporary store in the vibrant heart of Milan, the design capital, stands as a remarkable milestone for Vero. Catering to both the general public and design aficionados, this initiative in partnership with Rinascente marks a significant stride that further enriches Vero's community. This expansion into the Direct-to-Consumer market complements the existing presence on the e-commerce site and the showroom located at Via Felice Casati 3 in Milan, amplifying the reach and engagement.
