A TASTE OF THE FUTURE
Visitors were served artisanal gelato in custom-designed cups with hidden NFC chips. Some held a surprise: instant-win prizes revealed only to the lucky few with the “winning” chip.
Among the crowd: stylists, trendsetters, and creators like Asia Busciantella, Chadia Rodriguez, and many others, each one sharing the moment, and the flavor, with their own twist.
june 2025
AI- SCREAM
MILAN:
A pop-up on wheels parked in front of our flagship store in Via della Spiga 33. Gelato served, Polaroids snapped, and street-style moments shared during FW25
AI CONTENT
Visual identity and storytelling generated with AI.
WHEN AI MEETS GELATO
What if an ice cream pop-up could tell our whole story? Every element of our AI Scream experience, from the visual identity to the storytelling, was generated with Artificial Intelligence.
Hosted outside our flagship in Via della Spiga 33, the pop-up served gelato in cups with a hidden NFC chip: some unlocked a prize, only for the chosen ones.