MAX&CO. TAKEOVER

For an entire week, MAX&Co. transformed every window display of La Rinascente in Milan with a bold and visually striking takeover, turning one of the city’s most iconic retail facades into an immersive brand experience. To engage passersby in real time, we developed a custom interactive installation integrating a dedicated camera system within each window display. Using live tracking technology, the installation captured visitors’ movements and dynamically framed their faces within a bespoke graphic language created specifically for the project, blurring the boundary between audience and campaign imagery. Complementing the visual intervention, a subtle immersive soundscape spread throughout the gallery, extending the brand identity into a spatial audio dimension and creating a multisensory experience capable of attracting, surprising, and involving the public.