StarChestnut signed for Scholl an innovative and spectacular project in the heart of Milan’s Darsena, designing and producing the city’s first-ever floating catwalk, created for a product launch event.
The floating runway, set directly at water level, hosted an exclusive fashion show, where models walked in front of selected guests, industry press, and influencers, offering a unique and evocative experience. The backstage area, dedicated to the models’ preparation, was set up directly on the teak dock of the Darsena, creating a direct connection to the catwalk over the water.
Guests and journalists attended the show from boats moored alongside the catwalk, specially set up and branded for the occasion, while the public crowded along the waterfront, turning the event into a true open-air spectacle for the city.
At the same time, a floating pop-up store was installed along the Naviglio Grande, where beauty professionals offered free manicures and pedicures by appointment, using Scholl products, transforming the experience into a direct and engaging brand interaction.
To further amplify visibility, StarChestnut also managed a fleet of branded Westfalia vans, set up as mobile beauty salons, that hosted 10 influencers on a dedicated tour to try the products and meet Scholl’s management, bringing the activation to key locations across the city.
An integrated and innovative project, fully managed by StarChestnut from concept to final production, successfully combining fashion show, temporary retail, and mobile activation, turning the product launch into a true 360° brand experience.
