Mimir’s debut at Milan Men’s Fashion Week
Venue scouting, technical support, catering, pop-up shop set-up, PR and marketing activities
The Client's Request
Mimir makes its Milan debut: a temporary shop for men's Fashion Week
Mimir Srl, a new menswear brand of Norwegian origin based in Milan, approached us as they were shopping around for a suitable Milan space for a pop-up shop during January's men's Fashion Week and launch the brand onto the international fashion market. The venue needed to meet very specific criteria: as well as providing adequate exhibition space for the actual products, it also need to reflect the brand's essential, brutalist aesthetic in an absolutely authentic, becoming part of Mimir's visual and identity narrative in its own right.
Smart Eventi’s Proposal
An art gallery as a catwalk: the Mimir launch at the intersection of fashion, space, and Nordic gastronomy
We identified a spectacular milanese art gallery as the ideal answer to the brief: an exhibition space capable of presenting the collection as a genuine art show, amplifying the brand's brutalist, pared-back concept. For the launch evening, the work extended into the sensory dimension: a carefully selected catering partner created a finger food selection with ingredients, colours, and forms evoking Mimir's Norwegian roots, ensuring every element of the evening was coherent with the brand's identity. Working alongside the Guru Marketing unit, the gallery became the hub of an integrated communications strategy: installations aligned with the brand guidelines, a creative direction developed across all agreed assets: press office, PR, seeding and packaging, and drive-to-store street marketing, building real visibility around a brand making its first appearance on the Milan scene.
Achieved Results
Quality, refinement, and genuine satisfaction: the Mimir launch was a benchmark for event excellence
The Mimir launch generated real enthusiasm, starting with the client: satisfaction was expressed publicly in the opening speech, with our team thanked by name in front of all guests present. The evening drew impressive attendance for an emerging brand: macro and micro influencers, specialist press, and exactly the right audience, confirming that the venue choice and exhibition format had hit the mark precisely. Operationally, the organisation was judged impeccable, with particular praise for the quality of the catering and the sophistication of the partners involved — elements that helped position Mimir from day one at a level of refinement that cannot easily be improvised.
Services:
Venue scouting, technical support, catering, pop-up shop set-up, PR and marketing activities
Aims:
Launching Mimir on the Milan market during men's Fashion Week with a temporary shop capable of conveying the brand's brutalist aesthetic in an authentic and memorable way.
