There are few entertainment franchises that have managed to become quite the global phenomenon that Pokémon has over the past three decades. From its beginnings as a pair of video games to an ever-expanding world of animated adventures, trading cards, toys and countless other experiences, the franchise has become something that generations of fans have grown up with.
And as Pokémon celebrates its 30th anniversary throughout 2026, there have been plenty of opportunities for fans to revisit the characters, games and memories that have helped make the franchise what it is today.
But the celebrations aren’t limited to new merchandise and entertainment releases.
In fact, some of the most interesting ways brands are connecting with their audiences today involve bringing their worlds into real-life spaces, creating experiences that allow fans to interact with their favorite franchises beyond the screen.
And now, Pokémon is taking that approach to one of Italy’s most recognizable shopping destinations.
As part of its ongoing 30th anniversary celebrations, Pokémon has officially returned to Rinascente Milano, the historic luxury department store overlooking Piazza del Duomo in the heart of Milan, for a special retail takeover bringing together merchandise, interactive activities and a celebration of the franchise’s history.
And considering the location, it’s certainly quite a setting for the occasion.
The experience begins outside the department store, where Rinascente’s famous windows overlooking the Duomo have been transformed into a series of Pokémon-themed displays. Inspired by the contrast between day and night, the creative concept looks at the franchise’s past while also celebrating the next chapter of its story.
Featuring elements of the anniversary campaign, familiar aspects of the brand and selected collaborations, the window displays offer visitors and passersby an opportunity to experience a little of the celebration while exploring one of Milan’s most visited areas.
The special window takeover will remain on display through November 2, but the experience doesn’t end there.
Inside Rinascente Milano, visitors can discover an entire area dedicated to Pokémon, located within the department store’s Airsnake exhibition and retail space on the basement floor.
The specially designed environment brings together a selection of merchandise from across the franchise, including plush toys, video games, trading card products and apparel, offering fans an opportunity to explore different parts of the Pokémon world in one location.
And for those who want to do a little more than shop, there are also interactive activities available throughout the experience.
A dedicated Pokémon Trading Card Game play area gives visitors an opportunity to enjoy one of the franchise’s most recognizable collecting and gaming experiences, while two Nintendo Switch gaming stations allow fans to spend some time playing Pokémon video games.
It’s a combination that reflects just how many different ways audiences have connected with the franchise over the years.
For some, Pokémon began with the video games and the excitement of discovering new creatures, building teams and exploring different regions. For others, it was the animated series, the trading card game or collecting merchandise featuring their favorite Pokémon.
And one of the things that has helped the franchise maintain its popularity for so long is how those different experiences have continued to exist alongside one another, allowing new generations to discover Pokémon while longtime fans remain connected to the characters and world they grew up with.
What makes this particular anniversary celebration interesting is how it brings those different parts of the franchise together in a physical setting, while also placing Pokémon in the middle of one of Milan’s most historic and recognizable locations.
Rather than simply creating another place to purchase merchandise, the takeover gives fans an opportunity to experience the franchise through a combination of shopping, gaming and interactive activities, something that has become an increasingly important part of how entertainment brands celebrate major milestones and connect with their communities.
And with Pokémon now marking 30 years, it’s another example of how the franchise continues to evolve while maintaining the familiar elements that have made it such a lasting part of popular culture.
The Pokémon 30th anniversary experience at Rinascente Milano will continue through November 9, with the special Duomo-facing window displays available through November 2.
For fans in Milan, it’s another opportunity to celebrate three decades of Pokémon and discover a little of what the franchise has planned as it enters its next chapter!