The Pokémon Company International is taking over Rinascente in Florence for three weeks of immersive activities until 17 April, following the success of the pair’s collaboration at Rinascente’s flagship store in Milan last autumn.
Pokémon’s latest high-end store takeover features a window display and branded, immersive pop-up space on the first floor of Rinascente’s historic store in the heart of Florence, just a few steps away from the cathedral.
The spring extravaganza features Pokémon products and displays from three of its key areas – the Pokémon Trading Card Game (TCG), video games for Nintendo Switch and licensed products – taking over the five windows that run along the front of Piazza della Repubblica.
Special installations celebrating Pokémon include an infinity Poké Ball room and a video screen showing some of the most-loved moments from the Pokémon animation – such as when Ash and Pikachu met for the first time. A vibrant decoration welcomes Pokémon fans to the 60 square metre pop-up store, where customers can browse and shop a wide range of Pokémon products including the new Pokémon TCG expansion, Scarlet & Violet.
Additionally, gaming opportunities are planned at an interactive, in-store space featuring a Pokémon TCG table with demonstrations for fans and collectors, as well as Nintendo stations where visitors can play the new Pokémon Scarlet and Pokémon Violet video games that launched last November for Nintendo Switch.
Licensed products, meanwhile, include the latest Pokémon toys such as the new Pikachu and Gengar Squishmallows from Jazwares, plus apparel from streetwear designer Dolly Noire, which has a capsule collection featuring t-shirts, hoodies and accessories adorned with Kanto region Pokémon.
“We are delighted to strengthen our partnership with Rinascente, Italy’s prestigious chain of destination stores, following the fantastic response to our first collaboration in Milan,” commented Mathieu Galante, licensing director (EMEA) for The Pokémon Company International. “As Pokémon’s popularity in Italy continues to surge, we are thrilled to create another exciting, immersive experience to attract and engage our Italian fans.”
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