Bringing the Vittoria brand into culture through experiential design.

To increase brand visibility within a premium lifestyle environment, Vittoria partnered with Mercedes-Benz Fashion Week to create a temporary branded destination that connected coffee, fashion and design.

I conceived and led the creative direction for the activation, overseeing concept development, spatial branding, visitor experience and production rollout. Working closely with contractors, suppliers and internal stakeholders, I managed the project from initial vision through to installation.

The activation elevated brand perception while creating meaningful engagement with a new audience, positioning Vittoria within a high-profile cultural event and reinforcing its premium credentials.