EastPak&Raf Simons! presentation in Porta Ticinese

Milan is full of events and we have to keep up to date about them! So, let's start with the presentation of the cobranding between Raf Simons and EastPak in Corso di Porta Ticinese store. He signed a collection of small accessories as backpacks and handbags.

Besides the good music played during the evening, what catches your eye is the way them are disposed: a long, red, glossy wave in the center of the concept store displays the new collection and everyone can touch the cloth of the bags. T-shirt are hanged in a colour-logic way, on the other hand the typical backpack of the brands are collocated randomly.

Why did Raf Simons (Jil Sander's creative director) use simple, summer, monocolor clothes for the brand Eastpak? and mainly for a fall/winter collection? No one knows, neither he probably. Has Eastpak worked hard to move to a diffentiated product in the latest year, hasn't?

To sum up, the music was great, the interior design not outstanding but something different, the collection can be defined with a word worse than commercial and the party turned out to be the typical "go for a free drink", instead of an example of marketing experience and product launch.