PUNT E MES
Appuntamento YES
Client: Punt e Mes
Occasion: Milan Fashion Week 2025
Location: Moebius (Milan)
Concept
A special event celebrating the legacy of Punt e Mes, designed to connect with the new generation of aperitivo lovers.
The Idea
Drawing from its authentic DNA and centuries-old recipes, Punt e Mes by Fratelli Branca is embracing the future by connecting with young audiences. At Milan Fashion Week 2025, the brand launched a new narrative with a clear goal: becoming the aperitivo of choice for the new generation, bridging timeless heritage with modern creativity.
The Experience
Moebius, one of Milan’s most iconic venues, set the stage for a retrofuture-inspired night. Music came alive through authentic vinyl sounds with Tommiboy, while Santomanifesto reinterpreted the brand’s historic campaigns with a contemporary edge. Fashion met mixology with Fabio Kalosh, who created a new merch jersey that connected Punt e Mes to the coolest trends. Custom polaroids captured the spirit of the evening. A crowd of young people gathered to experience a unique blend of history and modernity, in true Punt e Mes style.
Results
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A vibrant showcase during Milan Fashion Week 2025.
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Hundreds of young guests engaged with the brand’s heritage and innovation.
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Strong connection with the target audience through music, fashion, and design.
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Authenticity reinforced through vinyl, polaroids, and heritage-inspired creativity.
- Positive feedbacks from guests and communities: “Punt e Mes proves that heritage can speak the language of the future.”
