S2B:ygem+amplified

photos by Giulia Agostini

This evening some friends and I went by chance to a presentation in S2B showroom in Via Tortona. Although there were not too many people, the atmosphere was good. Indeed, a youg cover band and an experienced one played, while waiters served free beer and wine for the attendants.

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What was the real core event was the two collections inside the showroom. Whereas in the basement black and musical t-shirt of Amplified were exposed, on the ground floor we could have a look of the collection of leather shoes of a french brand, called ygem.

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Was the party linked with the outfits? Yes, the rock music matched the vintage, rock'n'punk, b movies style, with the printed tongue of Amplified and also the leather roman-style sandals of Ygem. The party atmosphere has made these brands remarkable for me and for my friends, and for sure we're going to advise them to everyone.

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But knowing something more about the management of the store was my aim. Indeed, I talked some minutes with the pr responsable for the event and in charge of the showroom for its agency, S2B service for business. They opened 3 years ago here in Milan, and they had some consolidated experience in communication and pr sector.

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Basically, the guideline of their store is fashion viewed in a new way. This has to be integrated with the taste of the customers that want to show their personality through clothes. Mainly, they try to create this kind of event where costumers can feel to be in their right place in order to make them turn again in the shop and feel attached to the brand.

For sure my friends and I felt in love with Amplified and Yem. Good work guys.

http://www.amplifiedclothing.com/