Marketing & Brand Strategy Project

Problem

LuisaViaRoma wanted to expand brand awareness beyond Florence and reposition itself for an international audience while maintaining its identity as a luxury e-commerce pioneer. The New York flagship needed a cohesive marketing strategy connecting online presence, local culture, and physical experience.

Goal

To translate LuisaViaRoma’s Italian heritage into a global narrative that feels modern, experiential, and community-driven.

Solution

I developed a full marketing concept for the New York launch that combined trend and consumer analysis, experiential retail strategy, and digital activation.

The proposal included pop-up collaborations, curated influencer partnerships, and storytelling pillars focused on sustainability and Italian craftsmanship.

Result

A brand strategy that strengthens LuisaViaRoma’s image as a lifestyle destination, bridges online and offline engagement, and builds emotional connection with a younger, international audience.