Feltrinelli renews and opens a brand new store in Florence.

"A great story that never ends," was the claim of the unconventional marketing activity we realized in the main streets of the city center, in front of the main universities and the entrances to the theaters.

The action focused on Florentine culture locations, inviting citizens to the opening night, which took place in Via de 'Cerretani in the historic center of the city.
The teams drawn attention wearing bright balloons, inviting people to take pictures within the frame of "culture".