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08 September 2016

#motividicuore: Motivi sets Milan’s heart beating

The brand invades the city with 25,000 hearts for the launch of its new visual identity

Motivi is adopting a new look, choosing the colour pink and a heart icon, two elements in total harmony with the romantic and feminine Miroglio Group brand.

The heart enriches the logo, becoming its distinctive feature. “We asked ourselves where we would like to place our brand’s values of uniqueness and passion on a daily basis. We asked ourselves where we would like Motivi customers to keep them. Our answer was: in the heart”, explain the Motivi team.

Milan will be the beating heart for the launch of Motivi’s new visual identity.

On the night of 14 and 15 September, opposite Castello Sforzesco, one of the most prominent symbols of Milan and its history, an urban installation will be erected with 4000 hearts anchored to the ground by the Motivi shopping bag. You will find a pleasant surprise inside: a gift card that offers a dual advantage to anyone visiting the store with their best friend. 

Another 20,000 hearts will be dotted along the streets of Milan’s fashion district, colouring the entire city centre pink.

A campaign on Instagram and the social networks inspired by the hashtag #motividicuore will encourage the creation and sharing of images and videos among the communities of interest, from fashion to lifestyle.

Images of Motivi’s autumn/winter collection, with its new visual identity, will decorate the Duomo metro stop and the advertising ‘sails’ of Gae Aulenti, also in Milan, as well as the streets and buildings of 10 other Italian cities and the chain’s 300 stores across Italy.