Switzerland Tourism and SWISS transformed Rinascente Piazza Fiume into an immersive winter destination for the 2025 festive season. Running from December 2025 to January 2026, the full retail takeover brought Swiss traditions, landscapes, and seasonal imagery into the heart of Rome through window displays, architectural lighting, and scenographic storytelling.

The creative concept, “LXmas dalla Nonna – Quando le tradizioni diventano destinazioni,” connected the warmth of familiar Christmas traditions with the experience of travelling through Switzerland. The Via Salaria windows were reimagined as the interior of a SWISS aircraft, complete with animated portholes, while the Piazza Fiume displays introduced the “Casa della Nonna” as the central narrative setting. An immersive light installation extended the experience across the building’s façade.

PalazziGas developed and coordinated the activation from concept and creative direction through to scenography, production, visual merchandising, and on-site execution. The project launched on 2 December with an exclusive invitation-only cocktail in collaboration with Enoteca La Torre and remained active throughout the festive period. By integrating retail design, architecture, and event production within one coherent visual journey, the takeover transformed the store into a high-impact showcase for Swiss destinations and winter culture.