Acqua Fiuggi’s new design takes over Milan and Rome

To celebrate the rebranding of Acqua Fiuggi, the historic brand chose two of Italy’s most iconic cities, transforming their urban landscapes into open-air galleries with impactful outdoor installations. Through essential and powerful imagery, the campaigns captured the attention of thousands of passersby every day, conveying a message of renewed natural beauty.

Acqua Fiuggi on Italy’s largest screen, The Corner

From February 24 to March 10, 2025, Fiuggi lit up the vibrant heart of Milan with a striking digital campaign. At Porta Garibaldi Train Station, Fiuggi’s new bottle design was featured on “The Corner,” Italy’s largest screen and the biggest 3D digital installation in Europe.

Acqua Fiuggi as urban art, with a shot by Elizaveta Porodina

From March 1 to 8, 2025, Fiuggi brought its new design directly to the walls of Milan with a wild posting campaign—a form of outdoor advertising that involves posting identical posters in high-traffic urban areas. The campaign starred a photograph by Elizaveta Porodina, created as part of the partnership between Acqua Fiuggi and Vogue.

Acqua Fiuggi beside the Trevi Fountain

From March 1 to 15, 2025, Fiuggi arrived in the heart of Rome, choosing the iconic Trevi Fountain for its outdoor campaign. With a large-format billboard and the slogan “La nuova forma della bellezza” (The new shape of beauty), Fiuggi highlighted the evocative power of its new image—blending seamlessly with the history and charm of the Eternal City.

World Water Day x Armani e Acqua Foundation

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Milan Design Week

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