Corsia del Gambero, an area of the historic city centre undergoing regeneration, needed to generate attention, footfall and engagement during the Christmas period.
Territorial marketing and urban installation
Corsia del Gambero, an area of the historic city centre undergoing regeneration, needed to generate attention, footfall and engagement during the Christmas period.
WISE conceived BRIXI, a six-metre-high illuminated gingerbread figure installed in the city centre as a creative territorial marketing project designed to drive both offline and online engagement.
An installation capable of transforming an urban space into an experiential destination, generating attention, spontaneous content and participation through the #brixi social-media dynamic.