PROJECT DETAILS:

• Client: MTV mobile.
• Project: Temporary store.
• Location: Milano and Roma.
• Awards: Gold at the NC Awards as the best retail experience.
• Recognitions: Two final university thesis were inspired from this campaigns.

Two temporary concept stores – in Milan and Rome – inspired by American diners and “7/11” drugstores, conveying an “MTV to consume” philosophy: from now on you can buy it, use it, bring its world and contents with you, in your pocket.

We also had MTV Mobile-branded water, cola, and tonic water bottled, as well as MTV Mobile crisps and pop-corn, to emphasize the idea of MTV as a product. MTV Mobile phones features were free to browse by two interactive diner’s tables, while the actual phones were displayed together with other products such as condoms, lighters, lipsticks, rolling papers, etc.

The stores hosted dj sets, interviews, showcases, signing sessions by bands and artists such as The Ting Tings and MGMT.

The campaign closed with the pop star Rihanna in concert, in front of Stazione Centrale in Milano city.

INTERACTIVITY INSIDE AND OUTSIDE THE STORES

To boost the experience, we introduced:

• 2 interactive diner’s tables where costumers could try the MTVmobiles, via holo-devices. In these virtual cellphones was possible to navigate the entire interface. Until the point of being able to send SMS straight from the table top to any mobile device in Italy with no costs for the users. The friends that used to get these SMS, received also an invitation to come to the shop.
• A “PacMob”, a remake of the vintage PAC-MAN, re-coded for being used in Arcades consoles, branded MTV.
• The hostess had palmtops to subscribe the visitors. Once the subscription steps were finished, the visitor received an sms directly to their mobile inviting her/him to get a free snack at the shop. The hostess used to walk also on the streets away from the store using their palmtops connected to a central server via wireless.