A simple yet powerful intuition: entrusting such an elusive and iconic figure with the relaunch of the new identity of a historic brand like Sperlari, making her voice the common thread of the entire campaign.

The project was launched through a pop-up store in Milan, conceived and designed to reveal the collaboration between Sperlari and Mina to the public for the first time. An immersive, multisensory space that transformed the brand's new identity into a real journey: spectacular displays, tasting corners, projections and an unreleased song by Mina, recorded especially for the occasion.