A Beauty Pit Stop in the Heart of Milan: espressOh Takes Over a Petrol Station for the Launch of To gOh

October 2025 01.10.25

Fotografia editoriale in formato orizzontale/landscape realizzata da mm studio per il lancio di To gOh by espressoh.: scena event e brand activation outdoor presso una stazione di servizio trasformata in experience beauty nel cuore di Milano — l’iconica struttura “Automobile Club” viene reinterpretata attraverso l’identità visiva di espressoh., con branding personalizzato applicato alle pompe di benzina e all’edificio centrale, mentre numerosi ospiti, creator, media e KOL partecipano all’evento esclusivo di presentazione del nuovo charm beauty To gOh; l’atmosfera combina lifestyle urbano, social culture e marketing esperienziale in una location inaspettata immersa nel verde cittadino; l’immagine racconta il concept creativo sviluppato da mm studio, che ha trasformato un luogo quotidiano in un’installazione pop contemporanea dal forte impatto fashion-editorial e on-the-go, editoriale realizzato da mm studio per espressoh. | Horizontal/landscape editorial photograph created by mm studio for the launch of To gOh by espressoh.: outdoor event and brand activation scene at a gas station transformed into a beauty experience in the heart of Milan — the iconic “Automobile Club” structure is reinterpreted through espressoh.’s visual identity, with custom branding applied to the fuel pumps and central building while guests, creators, media and KOLs gather for the exclusive launch event of the new To gOh beauty charm; the atmosphere blends urban lifestyle, social culture and experiential marketing within an unexpected location surrounded by greenery; the image captures the creative concept developed by mm studio, transforming an everyday place into a contemporary pop installation with a strong fashion-editorial and on-the-go aesthetic, editorial image created by mm studio for espressoh.

For the launch of To gOh, espressOh turned an ordinary petrol station in the heart of Milan into an unexpected beauty destination. We at mm studio came up with the creative idea of transforming this everyday place into a bold expression of the brand’s playful and unconventional spirit, a perfect setting for To gOh, the new beauty charm designed to be carried anywhere, even attached to your keys.
We coordinated digital, press and KOL attendance for the exclusive evening event unveiling the new product.
The following day, the petrol station resumed its usual activity, but with a twist: the customized vending machine remained active throughout the weekend, inviting consumers to make their own beauty pit stop and discover To gOh in true on-the-go style.