We recently talked to Drew Smith, Founding Partner and Creative Director of Lumen Group, who told Popsop about why he ended up in Milan and founded his own branding company there, why being sustainable meant being profitable, and about the relationship with Russia and Lumen’s Moscow-based partner agency Mildberry.
Italy
Kitchen have always been the space where people spend a great deal of their time when they are at home, and things we do there are not limited to just cooking and having meals. Brands are doing their great part in developing smart, beautiful and efficient solutions for modern kitchens—such home comfort providers as IKEA, Electrolux and Philips to name a few are recognized leaders in the sphere, but brands from other fields have taken up the challenge, too. Diesel, one of the leaders in the casual apparel industry, is also contributing. The brand has teamed up with Italian kitchen furniture brand Scavolini to create the Social Kitchen, which have become part of Diesel’s ‘Successful living’ collection.
Following its Fashion Week, Mercedes-Benz keeps pace with trends in other spheres as well. The automaker is launching a collection of furniture at the current Milan Furniture Fair running from April 18 to 22. The untypical for an auto producer project is collaboration between the Mercedes-Benz Style division and furniture manufacturer Formitalia.
Sneakers, technology and music are a perfect hit, as iconic footwear brands adidas and Nike have already proved with a series of related projects, and each new effort of this kind receives a warm welcome from international public. To celebrate the 40th anniversary of its München style, which was first revealed in the SS 1972 season, adidas Originals has teamed up with renowned sound engineer LuckyBeard to launch a the München ‘Leploop’ campaign, which included presentation of a range of new colorways of the sneaker made of premium suede and leather, as well as a new original sound mix.