Reporting live from the Milan fashion week about the Durex Temporary Store concept isn’t something I aniticipated but nonetheless it’s a cool story to tell. When walking down Corso Garibaldi on Saturday I stopped in my tracks in front of Durex Store Milano, which is quite an interesting mix of an Apple Store and a fashionable Milan apperitivo bar.
This Durex store is the first of its kind worldwide and goes by the slogan “better sex, all you need for a better life”, as Durex Italy says. The main focus is put on design and the new Durex product launch Play “O” (as you can see in the main window and on the cushion below).
The ominous “O” is a brandnew stimulating gel designed for use with condoms. It comes in a small, well designed and perfume like package and bottle and will be advertised in an integrated campaign in October.
If you’d like to see some of this you should hurry up because the store closes again in October to make way for a new concept. The Durex store and their staff however will host one more happy hour on Thursday night at 19:00 (Corso Garibaldi 59/A, Milano).
For everyone else it means, have a look at the pictures and wait for the Durex Not So Temporary store near you (and I’m pretty sure Durex will have a closer look at the store concept when the first Milan shop closes its doors).
The shop is situated at SIDECAR EVENTI – Corso Garibaldi 59/A – 20121 MILANO.
The new Durex product launch: Stimulating gel “O”.