CHALLENGE
In a period of total absence of concerts due to the Covid emergency, dialogue on social media with their fans is essential for music artists. It is the only form of interaction possible at the moment.
SOLUTION
Musa created the entirely social format Talking Sofa for Fred Perry, the made in England brand symbol of English sportswear and streetwear.
Born with the aim of transforming the new Fred Perry single-brand store in Corso di Porta Ticinese 76 in Milan into a creative hub and a meeting point for artists and musicians who can meet and talk to the public while waiting to return to perform live, Talking Sofa consists of a series of video interviews, directed by Matthias Salzburger, available in the full version exclusively on Fred Perry Italia social channels (IGTV and Facebook).
This new format, in addition to music and art, focuses on three key themes: comfort zone, personal growth and Milan, the city that Fred Perry has chosen to open its first flagship store in Italy. It also sends a message of hope and positivity, with the awareness that there is no growth without change.
The protagonists of the first three episodes of the format are the versatile DJ Ema Stokholma, the contemporary artist Federico Clapis and the eclectic duo of singers and musicians Coma_Cose, all united by the passion for Fred Perry, its values, art and the city of Milan.
We see them comfortably seated on a leather sofa to chat with the presenter Carlo Pastore and deepen their artistic path, their bond with music and with Milan, their personal growth and development.
This project renews and strengthens the role of Musa as Fred Perry Italia’s main partner in the world of music and entertainment.