The challenge
Bringing to life the Italian leg of Ed Sheeran’s global campaign for the launch of the album Subtract, bringing the international project into Milan’s urban landscape. The goal was an activation that could connect music and place, involving the local art scene through an authentic, recognisable language.
The idea
We handled the activation on the Navigli, working with local street artists to create murals inspired by the tracks of the new album. A creative intervention woven into the urban fabric, designed to reinterpret the musical universe of Subtract visually and turn one of Milan’s most iconic places into a meeting point between street art and music.
The result
The global campaign found its own local expression through a street art intervention that brought Ed Sheeran’s universe into the heart of Milan. The Navigli became an urban touchpoint bringing together creativity, music and local identity, giving shape to a visual experience tied to the album’s launch.
