EXPANDING HORIZONS FOR POLLINI

Project for Brand Management

Year: 2024

Project Brief:

Our aim was to design a holistic brand strategy to revamp and increase Pollini’s brand awareness , focusing on creating relevance and engaging experiences for Gen Z and Millennials across both digital and physical touch-points.

Role:

Creative thinker and designer, final event organization and design aspects.

Concept:

Summer is a state of mind. Even on cold days, summer can be felt in the soft glow of sunlight, in the smiles we share, in new experiences, in every connection made and in the freedom of living. It’s about living with a light heart, free steps, and a soul connected to the energy that only summer can bring.

Pollini celebrates this vibrant, sunny energy that transcends seasons, from design to lightness. "The Summer Vibe" is not limited to where you are or the weather outside. It’s knowing that summer is always within, ready to be lived, every single day.

"Summer is not the destination – it’s the journey. Live the summer vibe with Pollini."

Research:

We based our research on Pollini's brand origin and history, delving into its Italian heritage, the Riviera Romagnola, and the influence of the iconic Italian screenwriter, Federico Fellini. This exploration allowed us to uncover shared themes of elegance, craftsmanship, and the rich cultural tapestry of Italy, which became integral in shaping our strategy. Additionally, we looked into the preferences and behaviors of Gen Z and Millennials, particularly their travel priorities and what they value in experiences. This research enabled us to connect Pollini’s brand to themes such as Made in Italy, heritage, and La Dolce Vita, while aligning with the seasonal and location-based travel experiences that resonate with these demographics.

Essence and Values

celebrate the Italian way of life, inspiring the joy of living each moment.

• - Vibrancy

• - Elegance

• - Connection

• - Made in Italy

Execution:

The concept we developed revolved around the essence of summer—joy, warmth, sunsets, and happiness—feelings that transcend age, gender, and culture. The universal appeal of summer’s positive emotions provided the foundation for our brand experience. We divided the project into 4 steps to create different types of experiences and celebrations that would bring this concept to life, ensuring that Pollini's brand would connect deeply with both current and future customers.

• STEP 1 - SEE THE VIBE:

• The goal here is awareness, with an emphasis on digital, with complementary offline communication, creating astrategy that covers the entire execution timeline

STEP 2 - FEEL THE VIBE:

Express, through the retail experience, the suggested revamp for the brand, its values, and tone of voice, starting with the proposed concept through interactions and innovations in physical stores.

STEP 3 - LIVE THE VIBE:

Our aim is to craft events that exude the warmth and joy of summer, regardless of the location.

STEP 4 - KEEP THE VIBE:

• The goal is to create a e-commerce experiencet o strengthen Pollini’s online presence. Focusing on personalized customer experiences, innovative online features.

We split the work; I worked on step 3 and the Launch day activities.

Launch Day Activities:

Pollini After Party

📍 Location: Ceresio 7 Pools Terrace, Milan, Italy

📅 Date: 15th March

⏰ Time: 6 PM

✨ What’s there?

• - A chic aperitivo to set the tone

• - Dj performance (Ash music) to keep the summer vibes alive

• - Live art by Giole Corradengo bringing his spray paint magic

• - Photo Booth activities to post on socials with the hashtag

• 👗 Dress Code: Summer vibes – think bold, bright, and breezy

🔒 Limited Guest List

Be among the first 200 to secure your spot on our exclusive guest list.try on experience of pollini products, pose, post, buy if you like it

Registration opens during our launch week – don’t miss your chance!

Pollini After Party:

📍 Location: Ceresio 7 Pools Terrace, Milan, Italy

📅 Date: 15th March

⏰ Time: 6 PM

✨ What’s there?

• - A chic aperitivo to set the tone

• - Dj performance (Ash music) to keep the summer vibes alive

• - Live art by Giole Corradengo bringing his spray paint magic

• - Photo Booth activities to post on socials with the hashtag

• 👗 Dress Code: Summer vibes – think bold, bright, and breezy

🔒 Limited Guest List

Be among the first 200 to secure your spot on our exclusive guest list.try on experience of pollini products, pose, post, buy if you like it

Registration opens during our launch week – don’t miss your chance!

The Pollini project focused on reimagining the brand’s appeal to Gen Z and Millennials while staying true to its Italian heritage. By emphasizing authenticity, connection, and shared experiences, we created a strategy that spans both digital and physical touchpoints. Our concept, centered around the timeless energy of summer, drove the development of personalized experiences, immersive retail environments, and innovative e-commerce solutions. This approach aimed to increase brand awareness, foster deeper engagement, and position Pollini as a modern luxury brand that resonates with the next generation of consumers, blending heritage with innovation for future success.

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