With OVS and Excelsior Milano, the Coin Group is the Official Retailer of Expo Milano 2015: two stores of approx. 180 square metres each, will welcome visitors from 18 May on the Decumano.
“The participation of OVS and Excelsior Milano in Expo Milano 2015 as Official Retailers – said Expo commissioner Giuseppe Sala – is an important sign, a demonstration of the great trust that the business world is placing in a unique event of its kind, considered as an opportunity absolutely not to be missed”.
OVS and Excelsior Milano will not only create merchandising with the Expo brand, but also translate the values of Expo Milano 2015 into “symbols” that will become the tracks of this event.
The Coin Group, the leading clothing retailer in Italy, will offer its expertise to interpret the theme of the Universal Exposition. For OVS and Excelsior Milano, being official retailers does not only mean creating merchandising with the Expo brand, but also translate the values of Expo Milano 2015 into “symbols” that will become the tracks of this memorable event.
“We will do it – explained the CEO of OVS and Deputy Chairman of the Coin Group, Stefano Beraldo – through a series of ideas and fashion entrusted to Elio Fiorucci, Ambassador of Expo, one of the masters of contemporary culture who has contaminated fashion with love of nature, respect and tolerance for all diversities. We will be present with the two spirits of the group, the more democratic OVS, the leading value fashion retailing brand, and that dedicated to the research and exclusivity of Excelsior Milano which, thanks to the excellence of its team of buyers, has made it possible to speed up the upgrade process of the most popular department store, Coin”.
OVS will propose a creative journey that will start with the Universal Exposition of 1906, incorporating its graphics to create a leit motiv of the art and creativity of that and the present period. It will continue with a revisitation of the Canticle of the Creatures turned into an appeal for respect for the environment and tolerance. Students of the Marangoni Institute have also been involved who, under the tutorship of Fiorucci, will design the graphics for a collection of T-shirts (strictly in bio-cotton), interpreting the themes of Expo.
Inside the OVS store, customers will have the opportunity to have an innovative digital shopping experience through the “interactive kiosk”, a multimedia workstation capable of performing various functions, such as shopping online at the ovs.it e-shop with free delivery in 24 hours throughout Italy, checking the availability of a product in other neighbouring stores and directly sharing a post on their social media through the OVS App.
Excelsior Milano in its store on the Decumano will extol the fundamental characteristics of the brand, fruit of the collaboration of the Coin Group with Antonia, a Milan boutique synonymous with avant garde and a point of reference for the international fashion community visiting Milan, in search of a unique shopping experience.
At the end of the exposition, the pavilions dedicated to the stores will be recycled and turned into a nursery for employees of the headquarters of the Coin Group.
