Sunnei Canvas Experience Gets Physical at Milan Fashion Week
MILAN – One of Milan’s trams clanked across the city covered in white and a giant Sunnei logo during Milan Fashion Week.
It was a fitting marketing strategy for a brand always on the move and that this season wanted to reconnect with a more physical dimension after a year of digital experimentations.
The most notable of its activations in this area is the Canvas project introduced last year and aimed at enabling wholesale partners to build their own Sunnei collections through a customization service. Available at a dedicated VR-enhanced platform, Canvas offers select retailers the chance to personalize genderless carryover pieces including ready-to-wear and accessories by intervening on design aspects of each item, changing the length of sleeves, fabrics, colors and stitches, among others.
This time the brand translated the experience IRL, welcoming buyers to the Palazzina Sunnei headquarters, which were recently expanded to accommodate new communal spaces, offices and a showroom that staged a multi-sensorial installation.
Here, the white samples of the new Canvas collection were displayed next to screens connected to the platform, helping buyers to better envision the styles and touch fabrics while creating their own range.
Sunnei’s third Canvas collection.
Courtesy of Sunnei
