Iconic British things (red bus, black cab and red phone booth) in Milan city centre. Inside there will be an interactive screen showing famous Bailey's work and information about the exhibition.
 

Taking Bailey's Swinging London to Milan through the medium of dance, music and Vogue fashion. The public will engaged by taking photos and recording video which they will share on social media, using the campaign hashtag #TheBirthOfCool. The flashmob will also be streamed live on big screens around the city to capture a wider audience.

- Limited edition memorabilia using iconic British items (teapot set, handkerchief and umbrella) with Bailey's most popular work printed on them.

Informative posters around the city, at bus stops, tram stops and train stations. It will also be in top photography magazines.