Abandoned newsstands reborn as brand pop-ups across Italy

On Monday, a lengthy line formed in Milan's piazza Giovine Italia as people waited for complimentary copies of Runway, the fictional magazine featured in The Devil Wears Prada, in celebration of the sequel's launch. This initiative, also taking place in New York and Paris, is part of a movement that revitalizes abandoned newsstands for promotional purposes. Quotidiana has transformed eight newsstands in Milan since 2020 to facilitate these events. Collaborating with brands for sustainability, Milan's Civic Kiosks network plays a key role. Since 2012, Italy's newsstands have decreased from over 16,000 to fewer than 8,000 by 2025, with daily newspaper circulation plummeting from 4 million in 2013 to below 2 million today. Since 2022, independent stands like Edicola Erno have emerged, bolstered by brand collaborations.