Rinascente has always collaborated with artistic and creative talents and today renews this tradition by integrating new technologies. From this vision, the 2026 campaign was developed jointly by Rinascente’s creative team, the advertising agency TBWA, and the production studio Matteo Tranchellini, which specializes in image processing through the use of artificial intelligence.

The campaign’s visual language stands out for its aesthetic strength and modernity, featuring iconic and streamlined images infused with unexpected elements and enriched by heritage references that lend authenticity. All of this is accompanied by the claim ‘Have a Great Time.’ The production is agile and scalable, designed for every communication channel - from digital to in-store and out-of-home - and is structured around one hero concept and eight thematic content pillars. The goal is to tell its story not merely as a place to shop, but to assert the department store’s role as a curator.