Amoretti on the Milan concert metro
From June to September, Apri & Gusta and Pocket Lunch take center stage on Milan’s M5 line. A high-impact visual installation accompanies the city’s summer music season
Throughout the summer, Amoretti is travelling on Milan’s M5 metro line, one of the city’s most strategic transport routes and the main connection to the San Siro area, home to Milan’s biggest music events.
From June to September, several carriages on the M5 line feature a striking branded installation showcasing two flagship products from the Corte Parma-Amoretti portfolio: Apri & Gusta and Pocket Lunch. The initiative allows the brand to engage with passengers along one of the busiest mobility corridors in the city.
The choice of the M5 line is far from accidental. During the campaign period, the San Siro area hosts 21 official concerts across San Siro Stadium and the SNAI La Maura Racecourse, featuring some of the biggest names in Italian and international music.
Concerts at San Siro Stadium include Irama (11 June), Geolier (13 June), Achille Lauro (15 June), Iron Maiden (17 June), Ligabue (20 June), Tedua (24 June), Gabry Ponte (27 June), Sfera Ebbasta (8 and 9 July), Max Pezzali (11 and 12 July), Bruno Mars (14 and 15 July), and The Weeknd (24, 25 and 26 July).
The programme also includes Cesare Cremonini (10 June) and the I-Days Milano Coca-Cola 2026 events at SNAI La Maura Racecourse, featuring Foo Fighters (5 July), System Of A Down (6 July), and Bad Bunny (17 and 18 July).
The installation immediately captures attention through the bold use of the brand’s distinctive colours and its extensive presence throughout the carriages. Doors, walls, information panels and interior surfaces combine to create a seamless visual experience throughout the journey.
The campaign highlights Apri & Gusta and Pocket Lunch, two products perfectly aligned with today’s consumer needs: convenience, quality and immediate enjoyment. Ready-to-eat solutions designed for people with dynamic lifestyles who want a complete and tasty meal wherever they are.
Within this context, the communication becomes even more meaningful. The products position themselves as ideal companions for summer activities, travel, outdoor experiences and live music events. A message that naturally fits both the metropolitan environment and Milan’s vibrant entertainment scene.
Through this initiative, Corte Parma-Amoretti further strengthens brand visibility in one of Italy’s most dynamic urban environments, bringing quality, convenience and taste directly into the heart of a city constantly on the move.
