Article by Marzia Picciano
New year, new session of I-Days Milan Coca-Cola, same certainties. In other words: it's not worth changing the beach and the sea if the combination is a winning one, at least for us. Here we are talking about the enormous spaces of the La Maura and San Siro racecourses, the summer heat waves that only those who live in Milan can understand and, on a positive note, the certainty that in the quintessential summer concert event in the Milanese capital there is always room for those musical comfort foods of us desperate millennials. Oh, and then there's the PhilipsOneBlade stand. And these are certainties.
With RockOn We've been following the adventures of Philips aglo for three years now I-Days Milan Coca-Cola and we observe the development of the narrative. Of course, we wondered: really, a barber shop in the middle of a concert? And instead.
If we then take into account that in these first days of the beard festival, even just by gender of the artists who performed on stage (from SOAD to Foo Fighters), we have seen a lot of it, and that the climate is not exactly what is called supportive to guarantee a credible maintenance of our presentability and dignity before losing it completely in the mosh pits desired even by the most shirted participants (and we have seen them get sucked in, oh yes), however incredible it is to show up in a shirt in these contexts – well, then it all makes sense, what can I say, a real usefulness.
Philips One Blade is still present on multiple dates of this I-Days edition with its credibility-saving formula, lucky you men (while here we still dream of it shave bikini party with the universal blade of OneBlade Intimate – and this is a call to action!), but to avoid any misunderstanding, he is keen to underline that no, it is not just to arrive at the photo-finish perfect.
Maybe it's because we are a generation that grew up with the concept of not having a Great War (semicidity) but an incurable hunger from the deprivation of hope (it's exaggerating eh), yet most of the time it's the market, beauty, that reminds us to look for a moment at who we are and take care of ourselves. Even at concerts, yes.
Because we don't hide: we will be Millennials, but immersed in the same time as the Gen Z public, and we live our passions less and less in watertight compartments. Experiential marketing almost becomes a sociological experiment: understanding how the same person can go from a queue for a concert, to a barber corner, to a game of Fortnite in the space of a few minutes without perceiving any fracture between these experiences.
So not only does Philips offer a guide to not lose face, but it goes further, bringing the topic towards the last concept of semi-reality we have left, that of the gaming metaverse. A now consolidated collaboration between the brand: last year it started with “The Sound of Play”, the Jukebox playlist of 44 video game soundtracks selected with EveryEye.it, symbolizing the connection between the three worlds that the brand wants to unite in the search for self-awareness. For 2026 there is step two of what was Body Royale, the first Philips OneBlade map created in Fortnite last year and which offered all players the opportunity to delve deeper, OneBlade blade (weapon) in hand, into new worlds which then turn out to be human bodies.
Again, in the era of hybrid passions, the distance between a concert and a game of Fortnite is shorter than it seems. At the I-Days, Philips OneBlade tries to tell it with a space that combines grooming, gaming and live music. On the one hand the beard touch-ups before entering the stage, on the other the possibility of immersing yourself in the universe Body Royale in a dedicated area of the stand where, tablet in hand, we pass through the stargate of another world, while we are immersed in the dimension of a festival. To preside over it Dario Ferracciin art MoonrydePhilips Ambassador for BodyRoyale and from May 19th spiritual guide and narrator of the selection process of the Italian members of the team who then found themselves competing on the virtual field in recent weeks.
Federico BarindelliMedia & PR Manager – Philips Personal Health Italy, Israel and Greece talks about the evolution since last year as a necessary step to reach nirvana: from the map, to the selection, to the team, or rather “looking for players who stand out not only for their battle royale skills, but also for their unique personality, who are true Ambassadors for the brand and an inspiration for the players of the future.”
A way to monitor those moments in which people do not simply consume a product, but express their identity? Maybe it's because the music, and especially that of the I-Days Milan Coca-Colawants to be an area, or rather an arena, in this burning city (literally), to cross multiple dimensions and find oneself inexorably (and fortunately) with oneself and the will to be so, with care and attention.
It will be possible to enter the world of PhilipsOneBlade on Fortnite or simply to take care of your beard even on the dates of Friday 4 September and Sunday September 6obviously always with I-Days Milan Coca-Cola.
Daniel D`Amico for SANREMO.FM
