Client
Sperlari
Category
Art Direction
A simple yet powerful intuition: entrusting such an elusive and iconic figure with the relaunch of the new identity of a historic brand like Sperlari, making her voice the common thread of the entire campaign.
The project was launched through a pop-up store in Milan, conceived and designed to reveal the collaboration between Sperlari and Mina to the public for the first time. An immersive, multisensory space that transformed the brand's new identity into a real journey: spectacular displays, tasting corners, projections and an unreleased song by Mina, recorded especially for the occasion.
What makes this partnership even more special is music: Mina composed and recorded a song specifically for this collaboration, offering Sperlari not only her image but also her voice, which makes the entire project unique and recognizable.
Every aspect of the collaboration has been carefully crafted down to the smallest detail: from the scenography designed to immerse the audience in the Sperlari universe, to the soundtrack written especially for the occasion, to the creation of a limited edition candy tin autographed by Mina herself, a collector's item and a tangible symbol of a unique project.
