On the occasion of this year’s Black Friday, e-commerce giant Amazon has announced the opening of Amazon Loft for XMAS, its first pop-up store in Italy, located at no. 14 via Dante and open from 16 to 26 November. The store has been designed to provide visitors with a new shopping experience where they can touch by hand some of the products available on the website, with a specific focus on fitness, fashion, technology, homeware and beauty, as well as toys and accessories for kids, thanks to a collaboration with brands like Disney, Clementoni and Lego. Visitors looking for the perfect Christmas gift can scan a ‘Smile Code’ on their favourite products on display to find all additional information on the Amazon app. The selected items can then be purchased online. Moreover, the Amazon Loft for XMAS also serves as the backdrop to meetings with artists and celebrities, live concerts and themed workshops.