Dedicated Moleskine Stores to pop up in Europe, US and Asia
08 marzo 2013
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The full collection of Moleskine objects brought closer to fans around the world.
Moleskine expands its international retail presence with the planned opening of a number of dedicated stores this year, joining an existing 7 locations. New stores in Italy, UK, US and Asia will stock the entire range of Moleskine notebooks, journals, bags, pens, digital device accessories and cases at airports, stations and city centers.
In free standing stores such as Heathrow Terminal 4 which opened March 3rd, a series of supersize flight cases are locked up at night and re-opened the next morning to reveal the full collection of Moleskine creativity tools. A video of the set-up will be available online from March 8th at http://www.moleskine.com/en/news/heathrow-terminal-4.
The store design mirrors the elegance and simplicity of the Moleskine notebook: the classic black rectangle is reimagined as an open platform for creativity in a physical space. A map covers the floor, symbolizing the mobile identity of contemporary nomads. An experience table allows visitors to interact with different tools to find the one which suits them best. Some stores will house a Stamp Station, an interactive customization area for recording travel memories using a variety of location-specific designs. Creativity is further enhanced with the playlist: the likes of Bat for Lashes, Belle and Sebastian, Au Revoir Simone and Lykke Li have been selected to provide the in-store soundtrack.
Non-places full of significance.
With openings in Heathrow Terminal 4 (March), New York's Time Warner Centre (March) and Sanlitun Village in Beijing (May) among others, these travel hubs are crucial to the Moleskine philosophy. Dubbed "non-places" by the sociologist Marc Augé, for Moleskine they signify unbound creativity.
Maria Sebregondi, VP of Brand Equity and Communications at Moleskine, describes this concept: "Stations and airports are places suspended in time and space but full of energy. Their very existence hinges between an arrival and a departure time, between point A and point B. Here is where we can meet our audience in a mental state very much in line with Moleskine values: designing open platforms for creativity, travelling and cultural exploration."
Visitors will also have the chance to discover some of the Special Editions that are normally hard to come by. Canzoni Invisibili, an XL Cahier notebook printed with creative responses to the Italian writer Italo Calvino, bearing a 7" vinyl of music by Ellen Allien in its cover, will be on sale from April exclusively at Heathrow. News embargo until April 19th: for more information on this project please email us.
The new openings will join existing Moleskine Stores at Malpensa and Linate Airports in Milan; Rome Termini, Turin Porta Nuova, Naples Central and Milan Central Stations; as well as shopping destination Xintiandi Style in Shanghai.
Moleskine Stores complement the company's vision of opening up spaces for mental log-off time, and celebrate the everyday and extraordinary journeys we all make in our lives.
For more info and hi-res images:
Silvia Trenta, E-mail firstname.lastname@example.org, T. +39 0200680530
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