Stanley 1913 takes Milan by storm with a takeover at Rinascente Three weeks of events dedicated to the brand’s community
From April 15 to May 3, 2026, Stanley 1913 brings life to the spaces of Rinascente Milano with an activation designed to create a dialogue between American heritage and contemporary Italian sensibility. The project launched during two of the most significant moments in the city’s calendar, Milan Art Week and Design Week, transforming the space into an experiential and customizable environment.
The project revolves around three iconic products from the brand, each featured in a dedicated week: the Julienne Mini Cooler Bag, the Clutch Bottle, and the Fliptop Mug. Connecting the entire experience is the Charms Bar, an always-active DIY area that allowed visitors to personalize their purchases with charms, stickers, and decorative details, making each piece unique. During Milan Art Week, the Julienne Mini Cooler Bag was at the center of a collaboration with illustrator Giulia Nava, who held live in-store customization sessions. The second week, aligned with Milan Design Week, featured the Clutch Bottle, presented in a more premium version thanks to a laser engraving service on metal tags. During these days, Stanley will also introduce the On-the-Go Challenge, a game that will engage the public outside the store as well, with dedicated rewards.
Among the key moments of the week is The Hydration Club, an event for industry professionals that offered a space for relaxation and networking during the busiest days of Design Week. A simple yet curated format, featuring mocktails served in Stanley products, a selection of snacks, and a DJ set. To conclude the project, during the third week of activation, the Stanley Café will be launched. For all those who purchase the Fliptop Mug, it will be possible to enjoy a dedicated breakfast at the Rinascente bar, integrating the brand into a daily ritual. With this activation, Stanley 1913 has strengthened its presence in Italy through events entirely designed for its community.