Positioned prominently in Piazza San Babila, the double billboard captures the gaze of a vast audience daily, leveraging its strategic location in one of Milan's most vibrant intersections. This area serves as a crucial conduit between the historical charm of Milan and its modern-day luxury shopping district, channeling a diverse flow of pedestrians from the iconic Duomo towards the high-end boutiques in Via Montenapoleone.

Its effectiveness is magnified by the square's role as a hub for both locals and visitors, who are drawn to the surrounding architectural landmarks, cultural sites, and the seamless blend of tradition and contemporary luxury that characterizes the area.