The Pokémon Company International takes over Rinascente in Piazza Duomo in Milan with two exciting weeks of extraordinary activities, from September 27 to October 10, 2022.
The Pokémon brand’s newest partnership with the luxury department store includes window displays and a large pop-up space dedicated to Pokémon in the Air Snake area of Rinascente, one of the prestigious department store chains in Europe.
Pokémon products and a display of three cornerstones of the brand, namely the Collectible Card Game Pokémon (GCC), video games and products in licensing, will occupy the eight central windows of Rinascente in
Piazza Duomo in Milan in the first week of the promotion, until Oct. 3. Air Snake, the refined and elegant 150-square-meter area dedicated exclusively to the brand, will remain open in the Design Supermarket for the entire two weeks, until October 10. Customers will be able to browse and shop among a wide variety of Pokémon products, including some coveted by fans.
This unique and exclusive pop-up space, with a display of vibrant and eye-catching illustrations and window displays tagged Pokémon, will include the Pokémon × DLYNR capsule collection, the streetwear brand Dolly Noire founded in Milan, which includes T-shirts, sweatshirts and accessories. Customers will also be able to take a look at and purchase the latest Pokémon collectibles, in addition to video games and products from the Pokémon CPG.A highlight for fans will be the special display of an incredible collection of Pokémon video games and Nintendo consoles covering the entire history of the entertainment brand.
In this area, customers will be able to play Pokémon Legends: Arceus, the newest video game, while they await the arrival on Nintendo Switch of the new Pokémon Scarlet and Pokémon Violet video games, scheduled for Nov. 18.
“We are happy to announce this new collaboration with Rinascente, the prestigious chain of departmental department stores in Italy,” said Mathieu Galante, licensing director (EMEA) for The Pokémon Company International. “Pokémon’s popularity in Italy continues to grow and we are excited to offer this compelling and engaging experience to our Italian fans.”
This pop-up space follows similar collaborative initiatives between Pokémon and other famous department stores in Europe, such as Harrods and Selfridges in London and KaDeWe in Berlin.