Pokémon and Rinascente Present Store Takeover in Rome

The Pokémon Company International has announced that it is partnering with Rinascente for a new store takeover at their flagship location in Rome, Italy, through Oct. 2.

Pokémon’s latest immersive collaboration features a window takeover in the balconies of the store atrium, including a branded pop-up space in the exhibition area of Rinascente in Via del Tritone, close to the Trevi Fountain and Piazza di Spagna in the heart of Rome.

August’s issue of License Global explored how The Pokémon International Company has lasted generations through its consumer products extensions.

Pokémon will be the focus of a full-store takeover—with installations in the seven store windows showcasing the Pokémon Trading Card Game (TCG), video games for the Nintendo Switch system, and toys, all visible along the Via del Tritone.

Inside the store, the 350 square meter exhibition area will also pay tribute to Pokémon’s Eternal City, with photo opportunities and a wide variety of Pokémon products available to browse and purchase. The latest Pokémon video games for the Nintendo Switch system and Pokémon TCG products are available, as well as the latest Pokémon toys, including the squeezable Pikachu and Gengar Squishmallows plush from Jazwares, distributed by ReiToys.

Related:Pokémon: A Masterclass in Brand Evolution

Italian streetwear designers Dolly Noire will feature exclusive apparel featuring Kanto-region Pokémon, including T-shirts, hoodies, and accessories. Back to School (Seven), Mattel Mega Construx, mugs (Abysse), 3D backpacks (CyP) and kids’ apparel and accessories (Difuzed) will also be available.

The immersive experience will also include tables to play Pokémon Trading Card Game matches and Nintendo Switch systems available to play the latest Pokémon video games—"Pokémon Scarlet” and “Pokémon Violet.”

The space will also include a special celebration of the magnificent 60-meter stretch of the ancient aqueduct featured in the exhibition area, with a 3D sculpture of the arches and a surprising underwater Pokémon life scenery.

“Pokémon is delighted to continue our partnership with Rinascente, with this latest immersive experience at its prestigious flagship store in Rome,” says Mathieu Galante, director, licensing, The Pokémon Company International. “There are a great many fans of Pokémon in Italy, and to be able to engage with them through such fun and exciting experiences is something we will always strive for.”

Pikachu is also set to make an appearance for a meet and greet with guests, and will pay special homage to the city, on Sept. 9 and 10.

Related:Pokémon Takes Over Rinascente for Three Weeks of Immersive Activities