A personalized kiosk dedicated to books during Milan Fashion Week, celebrating the stories of New York City

Stories have been part of humanity since the beginning of time. People have always gathered around the fire, in living rooms, and in the bustling hubs of cities to share tales, read books, and write stories. DKNY firmly believes in the power of stories and community, focusing on the ones from New York, the Big Apple—a historic city that inspires the brand and the world, making things happen with its magnetic power. DKNY’s Fall 2024 campaign with Kaia Gerber celebrated some of the city's most memorable and iconic spots, as well as the books set there that have become part of contemporary literary canon, including The Great Gatsby by F. Scott Fitzgerald, Just Kids by Patti Smith, and Slouching Towards Bethlehem by Joan Didion.

Emphasizing its connection to stories and literature, DKNY introduced a custom book kiosk in Milan, inspired by the concept of the 'Free Library.' Visitors were invited to select a book featuring titles from the campaign or exchanging and donating books themselves. After all, what's the point of a story if it's not shared and spread as widely as possible? And how can we discover the pleasure of great literature without a selfless and honest exchange of stories? The activation took over Piazza San Babila from September 17 to 23 during Milan Fashion Week, and the response was overwhelming with lines wrapping around Piazza San Babila. It was a unique opportunity to refresh your bookshelf, discover something new, and build community.

The result? A unique activation that garnered an enthusiastic response, with a long line of eager participants, even in the rain. Sure, the desire to grab a book and a tote bag played a role, but perhaps there was something more. A return to exchange, interaction, and the sense of community that DKNY has always aimed to cultivate, all in the name of books, novels, and New York stories in Milan.