Popup is the rebellious younger sibling of Da Pietro—an iconic name in Como since 1955. While the two realities speak different languages, they’re connected by a shared DNA: attention to detail, high-level product, and a strong identity. Our work respected that hierarchy while giving Popup the space it needed to grow on its own terms. The result is a brand extension that doesn’t mimic, but contrasts and complements. A split narrative, designed to expand the brand’s presence without diluting its legacy. We defined a voice that reflects the real-life experience of Popup: provocative, self-aware, and impossible to ignore. Sentences are oversized, minimal, and deliberately sharp. The copy isn’t descriptive—it’s performative. Each headline is a hook. Each caption, a micro-provocation. English is the chosen language—not for decoration, but for positioning. International, contemporary, with a certain detached confidence. This approach runs through the entire digital presence: from the website structure to social media storytelling, always consistent, always intentional. popupcomo.it is more than a website—it’s the full expression of a brand that thrives on contrast, irony, and presence. From the very first click, the tone is set: bold typography, high-impact visuals, no apologies. What we designed wasn’t just a site. It’s a direct extension of Popup’s voice, atmosphere, and cultural stance.