New brand direction for Meltin'Pot

Coinciding with trade fair Bread&Butter, Italian jeans label Meltin'Pot launched its first ever pop-up store in Berlin. The shopping space is open until the end of August, and will also play home to six music events featuring local talents.

The Now Here store follows the launch of Meltin’Pot’s new brand identity, which was introduced at the beginning of this year. A trip to Nowhere, Oklahoma in the US was part of the new direction and the AW11 campaign images were shot on the trip. Featuring treasures from the Journey to Nowhere, the interior design of the pop-up store is inspired on travels and the clothing is presented in travel cases.

The campaign captures the experiences of five individuals on their way to Nowhere. The personal experiences of the trip to Nowhere were shared on the brand's blog. Meltin'Pot made a movie called 'Amazing Trip to Nowhere' to support the campaign images. During the launch event of the pop-up store, the campaign was released on the melintpot.com and social network channels, which is the focus of the overall communication strategy.

Recently, Meltin’Pot opened the doors of its new Riccione store in Italy. Meltin’Pot will travel with the pop-up store across the globe, and rumour has it Milan, Paris, and Moscow are among the destinations.

Image: Meltin'Pot AW11