During Milan Fashion Week in February 2025, the historic Fiuggi water—synonymous with wellness and beauty—teamed up with Vogue, the mirror of style revolutions, to launch an activation in Milan with Streetvox.

The project introduced a completely blue newsstand, branded Fiuggi and Vogue, showcasing the new glass bottles and magazines in a dedicated display. The installation drew thousands of passersby and fashion enthusiasts, setting a record for Vogue magazine sales during those days and featuring the distribution of exclusive giveaways, including the new bottles.

The activation extended through the heart of Milan and the Fashion District, with campaign posters specially created for the occasion decorating the city streets throughout Milan Fashion Week.

Activations are special projects designed to insert the brand in the urban context and to deliver a time and location-specific message. While the look and shape of the project may vary significantly, Streetvox's aim remains the same: be seen, be discussed, be in the loop.

Build Confidence. Set the Streets. Create Buzz.