UNLOCKING THE 6TH SENSE

Project for Brand Management

Year: 2025

Project Brief:

This project was a collaborative work with the RM Sotheby’s auction house. The aim was to explore the intersection of luxury, digital communication, and auction platforms. As the premier auction house for classic and collectible cars, RM Sotheby’s seamlessly blends heritage, exclusivity, and innovation. Through this project, we analyzed how technology influences consumer perception, enhances desirability, and shapes the cultural significance of automotive luxury.

Role:

Creative thinker and brand manager

Concept:

"PHANTOM DRIVE: UNLOCKING THE SIXTH SENSE"

Our goal was to foster a deeper, more human connection with collectors and enthusiasts—not only through the vehicles we auction and sell, but also through the entire experience. By engaging the five senses, we aim to create an immersive and meaningful bond with RM Sotheby’s, going beyond the cars to strengthen the human connection that defines our brand and its legacy.

Research:

RM Sotheby’s boasts a well-established reputation and a formidable global presence, but to continue thriving, it must appeal to a younger demographic while crafting a compelling narrative. Luxury consumers today are drawn to more than just a transaction—they seek engaging stories that resonate.

For this project, I began researching RM Sotheby’s competitors and comparables to understand where the brand positions itself and identify areas where it may be lacking.

COMPETITORS

DIRECT COMPARABLES

INDIRECT COMPARABLES

The younger luxury audience particularly values design and culture, and they crave immersive, experience-driven engagements. Social media for these consumers goes beyond mere promotion; it is an integral part of the experience itself. While RM Sotheby’s is renowned for its elite status in classic car auctions, the brand must position itself as an exclusive cultural influencer within the realm of automotive luxury, expanding its role beyond sales to become a tastemaker in the industry.

Execution:

For the execution of our concept, our aim was to create an experiential and influential Design Week event that targets two key audiences. The first is the existing RM Sotheby’s collectors and followers, who are already familiar with the brand’s legacy and value. The second is a younger demographic, particularly Gen Z, who are intrigued by the automotive world but may not yet have the knowledge of seasoned collectors. Our goal was to engage them and spark their interest as potential future collectors.

The experience is designed to extend over a year, building momentum towards the final event in April 2026 at Milan Design Week. This event will feature a display of RM Sotheby’s cars and five sensory rooms designed to awaken the five senses—sight, sound, touch, smell, and taste—to help unlock the "sixth sense" of emotional connection to the cars and the brand.

The main gap we identified in RM Sotheby’s current approach is the lack of a human connection. Our mission and vision are to address this by revamping their website and social media to provide a more human touch and creating a deeper experience that goes beyond just showcasing cars. This will be achieved through engaging storytelling, immersive events, and a year-long journey that builds connections with both current and future collectors.

FINAL EVENT

• Location: Portrait Milano

• Venue: Milan Design Week-April 2026

• Event Details: Experiential Event to “Unlock The 6th Sense” for RM Sotheby’s.

• Entrance: With tickets and registration

• What’s there?

  1. 5 rooms for 5 senses with immersive experiences

  2. RM Sotheby’s X Marchesi collaboration bar

  3. 5 Surprise Cars display

  4. Opportunity to socialise with collectors, buyers, sellers and car enthusiasts

1. A dynamic, immersive campaign that fosters a deeper human connection —bridging the tactile romance of classic cars with the cutting-edge advancements of the automotive future through a multi-sensory digital and experiential journey

I focused on the 2 example rooms out of 5 we have designed:

Sound Room

The Symphony of Power & Precision

Experiencing the soul-stirring sound of legendary car engines.

Features:

• Soundproofed room with a high-fidelity audio system delivering the raw power of various car engines

• 360° surround sound experience, making visitors feel like they’re inside the driver’s seat of a roaring supercar.

TASTE ROOM

The Flavor of Speed & Luxury

Focus:

Culinary experiences inspired by the world’s most prestigious automobiles

• Features:

• - Signature drinks crafted to represent different senses

• - Tasting stations inspired by automotive heritage, with flavours curated to match speed, precision, and craftsmanship

• - Marchesi Collaboration: A luxurious café setting where guests indulge in automotive-inspired beverages.

This project emphasizes the human connection that RM Sotheby’s currently lacks, with the goal of attracting younger demographics while preserving the loyalty of existing collectors. By engaging all five senses, we aim to unlock the sixth sense—an emotional bond that creates a truly memorable experience. Although this is a year-long initiative, it is designed to evolve and reshape the future of automotive luxury, setting a new perspective for the years to come. We will keep you updated on our stories section in our website!