A Pop up store arrives in the Mondadori Stores that’s dedicated to Chico, the internet’s most beloved dog

For the release of the book, A tutto Chico, Mondadori Duomo and other Mondadori Bookstores will feature corner shops entirely dedicated to fans of the world of the irresistible four-legged friend.

Mondadori Store, the largest network of bookstores in Italy, is launching an initiative aimed at anyone who wants to dive into the world of the Internet’s most beloved dog to celebrate the release of Francesco Taverna’s second book – A tutto Chico (Fabbri Editori) – and share their love for their four-legged friends.

From 6 to 12 May, Mondadori Duomo will be Chico’s home: it will host a pop-up store dedicated to the world of the irresistible little blonde dog that has conquered the Internet, where fans will have the chance to buy not only pre-sale copies of the book but also exclusive products: from dinner sets to collars for little four-legged friends to cute gifts like t-shirts, mugs and beach towels designed especially for their owners. The corner shop will also be livened up by engaging activities so fans can dive into the special world of Chico: they’ll also be able to leave a letter for the adorable little dog and take funny photos for social media. There will also be a machine for customising dog tags that can be used as key rings or gift ideas.

“Chico and I are excited to open the doors of our house to fans for the first time: everyone will be able to experience the place where our adventures happen. It’ll be a cosy and familiar place, where you’re sure to meet many other like-minded enthusiasts”, said author Francesco Taverna. “Inside the pop-up store, you’ll be able to experience the A tutto Chico world: take a photo in the Chico Giangol, relaxing in our little garden and…well, I won’t say another word, except to say that you’re all welcome”.

The author and father of the irresistible little dog, Francesco Taverna, will be there every day, at different times, at the Mondadori Duomo bookstore, to share stories and fun facts about the world of Chico and meet his fans. The unmissable and end event will be held on Saturday 11 May from 3 p.m. with a special book signing.

And for those who aren’t from Milan, exhibition corners just for Chico and his world will be set up in 6 other Italian Mondadori Bookstores from 7 to 31 May: those in Lombardy in Arese CC Il Centro, Lonato CC Il Leone Shopping Centre, Rozzano CC Fiordaliso, Vimercate CC TorriBianche and those in Romea CC Nave de Vero in Veneto and Florence CC I Gigli in Tuscany.

Mondadori Store, the largest bookstore network in Italy, with more than 500 stores in cities and smaller towns. This cultural organisation is active throughout the country, online with the e-commerce site Mondadoristore.it and the book club. In addition to books, its primary service, it also provides entertainment, events and multichannel services, reaching more than 20 million customers every year.