Etro opens multi pop-up store for Wonderland Etropìa

Wonderland of Etropìa, a dream where utopìa becomes reality, the impossible becomes possible and the iconic fruit of the new collection takes centre stage for a global take-over.

Marco de Vincenzo continues to revamp Etro’s brand image through the Etropìa project. The designer, who took charge of style at the long-established Italian luxury label in June 2022, has released his first advertising campaign, for Spring/Summer 2023. 

In total, a dozen destinations are planned, starting in Tokyo with the Isetan department store. For Japanese customers only, Etro has also created a virtual pop-up store in the metaverse, inside a digital replica of Tokyo’s Shinjuku district, developed in partnership with the Rev Worlds app. Etro’s temporary installations, with their giant apples, will also make their appearance in Milan, Paris, New York, Osaka, Seoul, Busan, Beijing, Chengdu, Yokohama and Singapore.