Prada, Miu Miu and Burberry Signal a Shift Toward Multi-City Brand Activations
Luxury campaigns are acquiring a physical itinerary. Across the brand activations covered in October, Prada, Miu Miu and Burberry took recognizable brand stories into multiple cities, using temporary spaces to bring customers closer to a selected assortment or campaign.The strategic shift is toward coordinated programmes: one creative idea, several local encounters. The decisions sit in…