For the festive season, the Italian cosmetics brand Bottega Verde transformed a Milan tram for its Christmas campaign. With its fir‑green exterior, mouth-watering illustrations and strings of fairy lights, the tram stood out in the streets of Milan like a giant gift on the move. At the back, the “wall of happy thoughts” invited each passenger to write a message, a wish or a festive thought.
Once on board, guests discovered the new collection in a warm setting: shelves filled with products, a pastry shop atmosphere and festive lighting. They could test the different fragrances during olfactory workshops and leave with a personalised bag containing a mini product of their choice. A simple but highly effective set‑up for creating bonds between passengers, extending the Christmas spirit… and turning every journey into a moment of shared joy.
