Industree Hub Partners with Panini for the “Panini Experience”: Premium Events in Italian Shopping Centres
The passion for football and sticker collecting becomes an experience to enjoy and share. Industree Hub, an agency specialising in integrated communications and brand entertainment, is partnering with Panini to organise “Panini Experience”, a series of premium events in shopping centres across Italy to celebrate the launch of the highly anticipated new “Calciatori 2026-2027” collection.
Following “The Reveal”, the exclusive influencer event held in Naples to unveil the new collection, the project is now in full swing with a calendar of events open to the general public. The first event took place on 31 October and 1 November at Le Gru Shopping Centre in Turin, kicking off a programme that will continue for another five weeks, until 6 December, with stops in Rome, Salerno, Bari, Forlì and Milan.
At the heart of the initiative are the “Panini Experience” interactive areas, set up inside shopping centres and designed to turn the launch of the new collection into an opportunity for engagement and connection. These dedicated spaces welcome football fans and collectors of all ages, combining the excitement of discovering the new collection with games, challenges and sticker-swapping activities. Participants will also have the opportunity to see up close and lift the Panini Player of the Match trophy, the exclusive award presented to the league's top-performing players, while the Fantacalcio corner will give fantasy football enthusiasts the chance to challenge their friends. An experience that celebrates the social and community-building spirit that has always defined the Panini world, bringing together a love of football, fun and shared moments.
“Calciatori is much more than a sticker collection: it is an experience that brings together generations, families and fans through a shared passion. With the Panini Experience events, we want to take this passion beyond the pages of the album, creating real opportunities for people to meet, play and share experiences,” comments Martina Limoni, Collectibles and Distribution Italian Market Director at Panini. “We strongly believe in the social value of collecting, in its ability to bring people together and turn a simple gesture, such as swapping a sticker, into a moment of connection and shared happiness. These events offer a valuable opportunity to strengthen our bond with families and with everyone who has always considered Calciatori part of their personal history and memories.”
Industree Hub has supported Panini throughout every stage of the project, from developing the gaming activities and communication strategy to designing the event installations, as well as managing the organisation, operations and logistics of each event. This integrated approach aims to create an engaging journey that connects audiences with the product at every touchpoint, from discovering the new collection to actively participating in the experience.
