Diesel Egg Hunt

Objective

Diesel democratized its Spring/Summer 2026 collection launch during Milan Fashion Week by transforming the traditional exclusive runway into a public, playable experience. Creative director Glenn Martens sought to give the city of Milan 'the front row' and remove fashion's gatekeeping by inviting the general public to discover the collection simultaneously with industry insiders. The campaign reflected Diesel's brand strategy of disruption and accessibility through participatory moments.

Solution

MONOGRID partnered with Diesel to create the Egg Hunt: 55 models wearing complete SS26 looks were enclosed in large transparent egg-shaped vessels (34 vitrines) distributed across 18 locations throughout Milan (including churches, bars, and clubs). Participants registered via a free web app featuring an interactive map showing egg locations across the city. The hunt ran September 23, 2025, from 7:30–11 p.m. in Milan's city center with Piazza Beccaria serving as the central hub with entertainment and hospitality. Players scanned QR codes at each egg installation to unlock exclusive content and track their progress. Prize tiers rewarded winners: the fastest five to collect all 55 looks received a custom runway ensemble, the next five received any Diesel denim set, and the next ten received an accessory.

Results

The campaign was positioned as a civic activation across Milan, with the creative director stating the goal was to share the experience with the city.