The cube will sit in high-traffic locations in urban areas and will use “human recognition technology” to give fashion tips to passers-by.
Consumers will be encouraged to download a phone app that will allow them to create and share their own personal collection for spring and summer.
The activity is being backed by special packaging on four, six and 12-packs from this month. The design will give the effect of a blue ribbon continuing across the display, when packs are presented together on shelf.
The phone app will features articles, style advice and city guides, with content from chef Georgio Locatelli, fashion journalist Gianluca Longo and designer Fabio Novembre.