For an entire month, milan hosted a rather special tram that crossed the city carrying an ironic, direct, and open-to-interpretation message:
“Milan doesn’t relax, it decontracts.”
With this phrase – and our logo clearly visible – Take Mi Home traveled along the city’s tracks, becoming the centerpiece of a campaign that was as unconventional as we are. We didn’t just want to get noticed: we wanted to spark thought (and maybe a smile) from those who live milan’s fast-paced rhythm every day, offering a different idea of well-being and what it means to return home.
Take Mi Home was born from the idea of helping people reconnect with their space, their city, and most importantly, with themselves. And what better way to express this than through one of milan’s most iconic symbols? The tram represents movement, history, and urban routine. But for a month, it also became a point of contact between our vision and real life.
The campaign drew great interest: we received photos, tags, curious messages, and enthusiastic reactions from people who saw our tram pass through the city center, stuck in traffic, or waiting at a stop — becoming part of the urban landscape… But with an extra twist.
It was a small experiment in urban communication, and at the same time, a big step for our young brand. Because for us, being present in milan also means knowing how to speak its language — fast, witty, creative — and entering its dynamic flow with lightness and intelligence.
The tram has now returned to its original look, but we haven’t: Take Mi Home is just at the beginning of its journey.
Keep following us — and remember: milan doesn’t relax. It decontracts.
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