Playboy created a shop-within-a-shop environment with high-end Italian retailer La Rinascente in Milan's Piazza Duomo. The 270-square-foot seasonal shop includes the launch of "Playboy Intimates" white-label lingerie with special embroidery and lace, men's underwear, and home textiles. The shop is located in the menswear area, featuring in-store signage inspired by vintage images from Playboy magazine's iconic covers that pay homage to the retro-style of the 1960s and 1970s.