Just a few weeks after Amazon Fashion’s first popup in the UK, Amazon is launching a series of Christmas-themed pop-ups in capital cities across Europe for the holidays. Amazon will be opening pop-ups in Milan, Paris, Madrid, Berlin, London, and Amsterdam.
Amazon says it will call its first pop-up in Italy “Amazon Loft for Xmas.” It will be open from 16 to 26 November at no. 14 via Dante near Piazza Cordusio and Piazza Duomo in central Milan. The space will be about 500 square meters (about 5,000 square feet).
“With Amazon Loft for Xmas we want to give the opportunity to all those who wish to experience a unique and innovative experience linked to the Amazon world,” said Mariangela Marseglia, Country Manager of Amazon.it and Amazon.es. “We will recreate the environment and the soul of a house where we will gather all the most appreciated brands from our customers who have made possible the realization of this great project in Milan, for us a very important city because it has hosted the offices for 6 years of our Italian headquarters. Even with projects like this, which represent an added value for all citizens, we are convinced of consolidating our link with the city.” (This is a Google Translation of Marseglia’s original quote in Italian.)
The store will feature a mix of product categories, including technology, fashion, household goods, fitness, and beauty. Amazon will feature both its private label brands, such as Aurique, Find, Iris & Lily, Meraki, and Truth & Fable, as well as products from Disney, Garmin, HP, Lego, Microsoft, and Sony. Products will have QR Smile Codes that customers can scan with the Amazon app to get more info and buy. Amazon will also have various Alexa demos set up.
Amazon will also be running events during the 10 day period, including live performances and workshops. The popular Italian music duo Benji & Fede is scheduled to make an appearance next Saturday.
Amazon says the full list of participating brands includes Garmin, HP, P & G brands Oral B, Dash, Braun, Gillette, Swiffer, Fairy, Pantene, Head & Shoulders and Olaz, Clementoni, Disney, Kena Mobile, Lego, Microsoft, Asus, Foreo, Furbo, Geomag, Huawei, Illy, IMC Toys, Mars, Mediaset, Moulinex and Rowenta, Peg Perego, Philips Hue, Rizzoli, Scholl – Veet – Durex, Seat, Sony Mobile Communications, Sony Electronics, Sony Music, Sony Pictures and Sony Interactive Entertainment (PlayStation), and Visa.