FRETTE
TEMPORARY STORE: TRADITION MEETS INNOVATION
Frette. Bed linen, Bath & Beach towels in the name of elegance.
Frette’s long history is based on a love of quality, luxury and sophistication. Since 1860, the brand’s aim has been to create high-quality linen for the home using the finest yarns and the most skilled craftsmen.
In keeping with its constant aesthetic research, accompanied by a desire to imprint creativity, on the occasion of its 150th anniversary Frette chose Discotram Business to transform a vintage tram into one of its elegant boutiques during Milan Fashion Week.
PURPOSE OF THE EVENT
The creation of a temporary store, which lasted a week, on board the historic Milanese tram had several purposes: to take the Frette brand through the central streets of Milan, showing the new collections on board and thus increasing its visibility, creating an ad hoc stop, with a policeman blocking the traffic and coordinating the boarding and alighting of passengers, to allow customers to go to the physical store in Via Manzoni.
Events with journalists and influencers were then organised on board the tram, and the set-up was also changed during the week, so that on some evenings the streetcar could be transformed into a club with a DJ set.
Finally, a day was organised for key clients to give them the exclusive opportunity to enjoy the experience.
THE DISCOTRAM SOLUTION
Discotram made a team effort, creating a completely customised set-up using panels and wrapping for both the interior and exterior of the tram, transforming it into a mobile store.
A detail to which we pay attention is the care of the historic streetcars, which is why the wrapping used is made of a special material that protects the paintwork.
The set-up was then changed to meet the needs of the customer that organised evening DJ sets for guests, thus turning the tram into an exclusive night club.
